How Marketing Technology Companies Use Compose to Conquer Their Data Layer


According to an infographic released at the 2016 MarTech conference, marketing tech has exploded in the last 7 years from around 150 to more than 3,500 companies in 2016. These companies offer a multitude of services for advertising, content, customer experience, social media, e-commerce, data, and more.

One thing they all have in common is data. If your company operates in any of these categories, you are most probably looking for technologies to store, analyze, and distribute data to multiple stakeholders and apps in a timely manner.

In this article, we take a look at how some of the marketing tech companies that work with Compose conquer their data layer:

Emarsys | Vienna, Austria

Emarsys, long time Compose customer, is a leading provider of B2C marketing automation software, enabling one-to-one interactions between marketers and consumers in retail and e-commerce businesses. Using cross-channel data collection, artificial intelligence and a unified profile, the Emarsys platform allows marketers run engagement campaigns on email, SMS, push, social media, ads and web marketplaces from a central interface.

The Emarsys application is split into two different infrastructures: a legacy infrastructure (built in PHP), and a new cloud-based infrastructure on Compose, Heroku and other as-a-Service platforms. Everything works together seamlessly using REST APIs to communicate across the entire stack, and the huge data sets they work with are analyzed through an AI module. Emarsys splits their teams into "clans" to focus on different themes, such as content or reporting, while various engineering clans use Compose for MongoDB, PostgreSQL and Redis for different parts of the application.

To some degree, Compose epitomizes why they have moved to a microservices architecture: It's simply much easier for developers to focus on writing great code instead of managing infrastructure. This has accelerated their development time by supporting greater autonomy for engineers to select the databases that best work for their part of the app.

Andras Fincza, Head of Engineering, explains “So this is why we use Compose, for example, because it frees up our operations time and helps the team focus on the code quality and the product itself."

Read the full case study.

Omni Labs | San Francisco, California

Omni Labs’ Omni MAP is a marketing intelligence software that helps brands see and understand their data. While there are many BI tools available for companies to use, they still require a high level of technical specialization and time to manage. With the Omni MAP platform, there's no pixel placement or database integrations. Users just sign-in to see all of their up-to-date marketing KPIs in a custom dashboard.

Omni MAP is built with a Node.js backend and a React front-end, while using Spark Python for data processing and Compose for MongoDB and other databases underneath. The app allows customers do multiple queries on their data set, see past performance reports, or even set up alerts that get posted into a Slack channel. All the server stacks are built around Node.js, and all the data that is collected goes through ETL pipelines built on Python and Google Cloud that's processed by Spark. From there, the data is stored in Google's data warehouse, Big Query. The data is processed back to the client and some part of that data is pushed into Compose for MongoDB and some of it into Redis, based on whether data is needed in real-time.

As for why Compose, Alex Modon, CEO and co-founder, says, "With any startup, the most valued resource is time. Compose removes the 'white knuckle' approach to database management. There's only so many hours in the day, so it's great knowing that our database is being taken care of by a company with a high level of quality and dedication."

Read the full case study.

Icanmakeitbetter | Austin, Texas

Icanmakeitbetter’s all-in-one insight community and customer feedback platform provide surveys, live chat, focus groups, discussion forums, digital journals, ideation, and panel management – in a simple, single app that works across any device.

Originally built as a Rails app, Icanmakeitbetter is in the process of moving much of the high-volume backend work from Rails to Elixir, due to scaling, arising from increasing customer demand. The Elixir component model also makes it a breeze to do database joins. It's faster and much more efficient to work with smaller, in-memory data sets. While Elixir running on a Heroku Phoenix server is relatively new to their stack, they have been using Compose for MongoDB from the start. Why MongoDB? Because, "Mongo gives us great adaptability on the model side. It’s really nice to be able to introduce an attribute without having to update the schema each time,” said Bruce Tate who’s in charge of building the platform at Icanmakeitbetter.

All this has added up to a platform that delivers value to not only their customers, but to Icanmakeitbetter's researchers as well. Their team spends less time trying to get multiple tools to work together; instead, they can support three to four times the number of customers than researchers at other companies.

Speaking about Compose, Bruce had this to say, "We like not having to think about the production side of running our own servers. And we love the quality of the support that we’ve gotten on Compose. We really don’t have any vendors that we trust as much as we trust you. You guys have been great."

Read the full case study.

C2G Consulting | Lagos, Nigeria

C2G Consulting is a technology company headquartered on Victoria Island in Lagos, Nigeria. Providing consulting and development services – ranging from ERP, HCM, CRM analytics, disaster recovery and more – to both African and global businesses since 2004, C2G recently expanded its offerings with a new multi-tenant bulk ordering and retail execution platform that they've dubbed TradeDepot. TradeDepot is now in beta for some of their mid-to-large sized enterprise customers.

Built on Meteor.js using Compose for MongoDB and RabbitMQ, TradeDepot allows product manufacturers to receive orders from distributors and manage the order all the way through to retail outlets. It's much more than a traditional eCommerce tool; it's a complete platform for these customers to manage the supply chain, from manufacturing to retail. One of their first major clients is one of the largest dairy companies in Africa that needed greater insights and control over their milk distribution pipeline.

While consulting for some of the largest multi-national companies in the world remains C2G's core business, TradeDepot firmly pushes them in a new direction to building commercial software that helps consumer products companies get more control over their supply chain.

One of the founders of C2G Consulting, Onyekachi (Kachi) Izukanne says, "For us, for any back-end service we can procure from a managed service provider, that would be a more reliable way to go. And while it's early days, so far we're happy with our Compose investment."

Read the full case study.

If you have any feedback about this or any other Compose article, drop the Compose Articles team a line at We're happy to hear from you.

attributionKaboompics // Karolina

Conquer the Data Layer

Spend your time developing apps, not managing databases.