Martech Stack

MarTech Stack Integration

Overview

The modern marketing technology (MarTech) stack comprises 10-30 tools spanning email, analytics, customer data platforms (CDPs), attribution, push notifications, and campaign orchestration. AI agents that can operate across this stack enable unified customer journeys, automated campaign optimization, and real-time personalization. This skill covers the key MarTech APIs and integration patterns.

When to Use This Skill

• Building unified marketing automation with AI-powered orchestration
• Integrating Customer Data Platforms (CDPs) with campaign tools
• Automating email marketing workflows and A/B testing
• Implementing cross-channel attribution modeling
• Creating MCP servers for marketing operations

Core Concepts

MarTech Stack Architecture

                    ┌─────────────┐
                    │   CDP       │  (Segment, mParticle)
                    │  Unified    │
                    │  Customer   │
                    │  Profile    │
                    └──────┬──────┘
                           │
          ┌────────────────┼────────────────┐
          │                │                │
    ┌─────▼─────┐   ┌─────▼─────┐   ┌─────▼─────┐
    │   Email   │   │  In-App   │   │   Ads     │
    │ Mailchimp │   │  Braze    │   │ Meta/     │
    │ SendGrid  │   │ OneSignal │   │ Google    │
    └─────┬─────┘   └─────┬─────┘   └─────┬─────┘
          │                │                │
          └────────────────┼────────────────┘
                           │
                    ┌──────▼──────┐
                    │  Analytics  │  (Mixpanel, Amplitude, GA4)
                    │  Attribution│  (AppsFlyer, Branch)
                    └─────────────┘

Key MarTech Categories

Implementation Guide

Segment CDP Integration

import Analytics from "@segment/analytics-node";

const analytics = new Analytics({ writeKey: process.env.SEGMENT_WRITE_KEY });

// Track user events
analytics.track({
  userId: "user_123",
  event: "Purchase Completed",
  properties: {
    orderId: "ORD-456",
    revenue: 99.99,
    currency: "USD",
    products: [
      { id: "SKU-001", name: "Pro Plan", price: 99.99 },
    ],
  },
});

// Identify user with traits
analytics.identify({
  userId: "user_123",
  traits: {
    email: "user@example.com",
    plan: "pro",
    company: "Acme Corp",
    lifecycleStage: "customer",
    ltv: 1199.88,
  },
});

Email Marketing (Mailchimp)

import mailchimp from "@mailchimp/mailchimp_marketing";

mailchimp.setConfig({ apiKey: process.env.MAILCHIMP_API_KEY, server: "us1" });

// Create and send a campaign
async function createCampaign(listId, subject, htmlContent) {
  const campaign = await mailchimp.campaigns.create({
    type: "regular",
    recipients: { list_id: listId },
    settings: {
      subject_line: subject,
      from_name: "Your Brand",
      reply_to: "hello@yourbrand.com",
    },
  });

  await mailchimp.campaigns.setContent(campaign.id, { html: htmlContent });

  // Send immediately or schedule
  await mailchimp.campaigns.send(campaign.id);
  return campaign;
}

// Get campaign performance
async function getCampaignReport(campaignId) {
  const report = await mailchimp.reports.getCampaignReport(campaignId);
  return {
    sent: report.emails_sent,
    opens: report.opens.unique_opens,
    openRate: report.opens.open_rate,
    clicks: report.clicks.unique_clicks,
    clickRate: report.clicks.click_rate,
    unsubscribes: report.unsubscribed,
    bounces: report.bounces.hard_bounces + report.bounces.soft_bounces,
  };
}

Marketing Analytics MCP Server

server.tool(
  "get_campaign_analytics",
  "Get performance metrics for marketing campaigns across channels",
  {
    channel: z.enum(["email", "push", "sms", "in-app", "all"]),
    period: z.enum(["last_7d", "last_30d", "last_90d"]),
  },
  async ({ channel, period }) => {
    const campaigns = await getCampaigns(channel, period);

    const summary = campaigns.map(c => ({
      name: c.name,
      channel: c.channel,
      sent: c.sent,
      delivered: c.delivered,
      opened: c.opened,
      clicked: c.clicked,
      converted: c.converted,
      revenue: c.revenue,
    }));

    const totals = {
      sent: summary.reduce((s, c) => s + c.sent, 0),
      revenue: summary.reduce((s, c) => s + c.revenue, 0),
    };

    return {
      content: [{
        type: "text",
        text: `Marketing Performance (${period}):\n` +
          `Total Sent: ${totals.sent.toLocaleString()} | Revenue: $${totals.revenue.toLocaleString()}\n\n` +
          summary.map(c =>
            `${c.name} (${c.channel}): ${c.sent} sent → ${c.opened} opened (${(c.opened/c.sent*100).toFixed(1)}%) → ${c.converted} converted → $${c.revenue}`
          ).join("\n"),
      }],
    };
  }
);

Cross-Channel Customer Journey

class CustomerJourney:
    """Track and orchestrate cross-channel customer touchpoints."""

    def get_journey(self, user_id):
        touchpoints = self.cdp.get_events(user_id, last_days=90)

        return {
            "user_id": user_id,
            "first_touch": touchpoints[0] if touchpoints else None,
            "last_touch": touchpoints[-1] if touchpoints else None,
            "total_touchpoints": len(touchpoints),
            "channels_used": list(set(t.channel for t in touchpoints)),
            "journey_stage": self.classify_stage(touchpoints),
            "next_best_action": self.recommend_action(touchpoints),
        }

    def recommend_action(self, touchpoints):
        """AI-powered next best action recommendation."""
        recent = touchpoints[-5:]
        if not recent:
            return {"action": "welcome_email", "channel": "email"}

        channels_used = set(t.channel for t in recent)
        if "email" in channels_used and "push" not in channels_used:
            return {"action": "push_notification", "channel": "push"}
        if any(t.event == "pricing_page_view" for t in recent):
            return {"action": "sales_outreach", "channel": "email", "priority": "high"}

        return {"action": "nurture_content", "channel": "email"}

Best Practices

1. CDP as the hub — route all customer data through a CDP, not point-to-point
2. Event naming conventions — use consistent Object Action format (e.g., "Order Completed")
3. Respect consent — check opt-in status before every outbound touchpoint
4. Deduplicate contacts — merge profiles across channels using email/phone as keys
5. Attribution windows — set clear attribution windows (7-day click, 1-day view)
6. A/B test everything — subject lines, send times, content, and CTAs

Resources

• Segment Documentation
• Mailchimp API
• Mixpanel API Reference
• Braze API Guide

Changelog