


OTTO Marketing Resource Management
Creating and Migrating a Marketing Planning Platform With Marmind and GCP
Initial Situation & Challenge
As one of the leading online marketplaces in Germany, OTTO has a large number of communication channels and employees, as well as processes within the marketing teams. In order to plan, control and manage the multitude of marketing measures, OTTO has been using marketing resource management (MRM) software for several years:
- Firstly, for direct briefing of marketing campaigns, control of processes and budgeting of marketing measures.
- Secondly, the software also receives information from other systems.
- In addition, campaign key data from the MRM software are sent to campaign management systems in order to automatically create and plan messages.
However, the existent on-premise MRM software no longer met increasing requirements for clarity, scalability, API performance and flexibility. In addition, the old software will no longer be able to fulfil future legal requirements. In order to further automate and integrate campaign planning and control, the company needs a modern, scalable solution which enables constant change and further development.
Solution
Based on requirements, a marketing planning platform comprising two components was developed:
- Firstly, standardized software is purchased and used as a frontend component.
- Secondly, a separate cloud project is being developed as a backend component which is responsible for technical automation of data flow and can thus be tailored very flexibly to OTTO's use cases.
With b.telligent's support, OTTO opted for the MRM software Marmind, in combination with a project in the Google Cloud for development and connection of interfaces. With BigQuery and dbt, data from Marmind are stored and prepared for further use.

1st component: Marmind
Marmind serves as a front-end component in which users enter campaign briefings via forms, coordinate their tasks and processes via checklists, control approval processes via technical workflows, and represent budget allocation. A plan view in Marmind provides a comprehensive marketing calendar, and bookmarks can be used to display various planning reports.
2nd component: Google Cloud project
A Google Cloud project was developed in parallel to ensure that Marmind does not exist as an isolated system but can display data and information from other systems and make them available to users. Marmind is integrated into OTTO's system landscape via this cloud project. Via the GCP project, campaign-planning data are extracted from Marmind using the GraphQL API and can thus be forwarded to campaign-management systems via API interfaces. At the same time, the project also serves as a gateway for OTTO's other internal and external systems, which make data and information available to Marmind. These are received in the GCP project, transformed, and sent to the Marmind GraphQL API.
Project Schedule
The two components, GCP and Marmind, were conceived and developed to ensure a seamless transition between the old system and the new marketing planning platform. For the configuration of Marmind, an inventory and analysis of existing forms, workflows, and budgeting dialogs were first carried out to eliminate outdated topics during the new implementation. This was followed by the development of the context structure in Marmind based on technical requirements, as well as the configuration of forms, checklists, workflows, and budget planning. On the technical side, migration scripts were written to map historical data to the new forms and structures in Marmind. A GCP project was set up to establish a connection to the Marmind GraphQL API and enable the transfer of historical data to Marmind.
With the help of services such as API Gateway, Cloud Function, PubSub, and BigQuery with dbt, processes were developed to retrieve data from Marmind, prepare it for further use, receive data from other systems, and send it to Marmind. Incoming data can be displayed in real time in Marmind via a serverless infrastructure. To supply interfaces such as campaign management systems with data, a separate small data warehouse was created for Marmind data, using BigQuery as a database and dbt for structuring and loading. Data retrieval from Marmind is only possible in batch processes.
Thanks to optimized process orchestration using Google Workflows, data can be updated every 15 minutes. Technical and operational errors in data processing are monitored via cloud logging and made visible to the product owner team in MS Teams. The launch of the new platform was planned as a hard launch with a short downtime, during which the final migration of historical data took place.

Voices From the Project
b.telligent Services at a Glance
Tender
Support in the tendering process for MRM software.
Setup
Help with configuring Marmind.
Marketing Planning Platform
Design of the marketing planning platform architecture.
Project and Database Setup
Setting up the GCP project via Terraform. Building a BigQuery database via dbt as a DataVault model.
Connectivity & Interfaces
Connect Marmind to the GCP project via GraphQL API.
Analysis
Analyze and migrate historical data.

Results & Successes
Product owner empowerment: Less dependence on technical resources, faster implementation of stakeholder requirements.
Company enablement: Smooth handover to the internal development team for maintenance and integration of additional systems.
OTTO can now use the platform Develop autonomously and make optimal use of it.
In cooperation with b.telligent, a historically developed system with around 300 users was migrated to a modern cloud-based infrastructure and a new tool within a year. With Marmind and GCP, a foundation has been laid for more flexibility and scalability, as well as advancement opportunities.
Furthermore, the successful enablement of the product owners for the marketing planning platform was a key goal that was achieved. With the introduction of Marmind, they are now less dependent on technical resources and can implement stakeholder requirements more quickly in the future. It is particularly important to b.telligent that the client is empowered to operate and utilize the solution systems independently after the project concludes.
Accordingly, the smooth and seamless handover of the technical solution to an internal development team was also of great significance. This team is now responsible for the technical operation and the integration of additional systems.

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