In order to become "a 360-degree company," Frank continued, that "has consistent customer experience across all channels and situations, you need to have a higher-level view than just understanding one particular technology that can enable digital marketing.” In contrast to other charts that simply list vendors and products, the Digital Marketing Transit map illustrates where digital-marketing components cross paths.
“There are other diagrams and charts out there,” he said, “but it was hard to find anything that described the relationships between the different areas in marketing. We’re trying to address this siloed tunnel vision that people struggle with when they need to think more broadly about enterprise strategy.”
Using visualization tools to make sense of concepts and big data is gaining traction. Gartner’s transit map follows Twitter’s acquisition of the startup Lucky Sort, which helps users identify patterns in live data streams. And information-management software developer Datawatch announced earlier this week that it would acquire Panopticon Software, a supplier of data visualization and discovery tools, for approximately $31.4 million.