MACH: Making MarTech Modular

There’s a lot of fear around technology investments. They can be expensive, complicated, and hard to implement. You send out an RFP, get multiple proposals, and narrow the list down to a few finalists. You speak with references, get a proof of concept. You’re finally ready to pick the winner. Even with all the due diligence, you’ll probably have to settle for a solution that checks most of the boxes and hope it really does integrate seamlessly with the rest of your marketing stack.

Is there a better way to build the solutions you need to achieve omnichannel marketing nirvana — seamless customer experiences on all devices, across all touchpoints, offering the right content at the right time? The MACH Alliance, a nonprofit organization formed in 2020, believes there is. MACH is an acronym for “Microservices-based, API-first, Cloud-native SaaS, Headless.” The Alliance advocates for “an open and best-of-breed enterprise technology ecosystem.”

A team of three MACH Alliance members conducted an experiment to see if they could create an end-to-end omnichannel personalized customer journey. They shared the results during DXSummit’s virtual summer session in their presentation, “Agile Omnichannel Personalization: Myth or Reality?”

Neal Prescott is vice president of digital technologies at EPAM. “We got the three companies together, and we defined a vision,” he says. “We settled on a personalized travel experience.” The team wrote the use cases, designed the UI and UX, developed the personalization strategy, and developed the brand content and marketing assets. “We did all that in 12 weeks,” Prescott says.

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