Open Architecture
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ADAM Software Technical Proposition:<br />
<strong>Open</strong> <strong>Architecture</strong><br />
Why <strong>Open</strong> <strong>Architecture</strong> is<br />
Critical for Marketing Software<br />
Increased marketing complexity and the need for greater marketing agility have made technology<br />
essential for effective and efficient marketing, particularly for large enterprises. Today, virtually all<br />
significant aspects of marketing—from planning and budgeting to data analytics to marketing<br />
content management and campaign execution—depend on information technology applications<br />
and systems.<br />
The nature of modern marketing places unique demands on marketing technology systems.<br />
To effectively support personalized, omnichannel marketing programs, software applications<br />
must have an open architecture that provides a high level of flexibility. In this context, flexibility<br />
encompasses two key software attributes:<br />
º The ability to easily integrate an application with other information technology applications<br />
and systems<br />
º The ability to easily modify and/or extend the functionality of an application to meet specific<br />
business requirements and needs<br />
While software architects have long recognized the value of flexibility for all types of business<br />
software, flexible software applications are particularly vital in marketing for three reasons.<br />
ADAM Software NV adamsoftware.net info@adamsoftware.net 1
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