Dayta’s CTO on Developing Greenfield Marketing Technology for Marketers and Clients
Marketing technology has made leaps and bounds since the analog days, but with the marketing landscape changing more rapidly than ever, it can be tough to keep up.
To ensure we stay on the cutting edge of marketing technology, there’s been a quiet storm of work behind the scenes at Dayta to develop a first-of-its-kind solution that will change the game for our team and our clients alike.
We talked with Dayta CTO Daine Billmark to learn more about his role in implementing this technological vision and about what the future holds for Dayta’s groundbreaking platform.
Hey Daine! Tell us about your role as CTO of Dayta. What does a day in your life look like for you?
As Chief Technology Officer, I'm responsible for making sure the Dayta team has the tools we need to serve our clients efficiently, as well as developing new technology—both of which are setting Dayta apart in the industry. For most of my career, I've supported marketing-focused companies and people with technology. I've always enjoyed marketing and even minored in Marketing (though no one at Dayta seems to be very impressed by that)!
I like to think that my background allows me to understand both the technology and user-facing aspects of the services Dayta offers. Every day at Dayta, I work with super-talented people to solve problems and improve our processes and efficiency so that our marketing experts can focus on strategizing and executing with our clients.
Why were you excited to take on this role at Dayta? What opportunities for team growth or continued development did you see?
I worked with (Dayta CEO) Gordy Meyer for a long time at his previous business, and he pitched me a vision for what a scalable, innovative marketing company serving SMBs could actually be: A company that brings together existing point solutions in the huge marketing technology ecosystem in a seamless way, while also developing our own technology that doesn't exist in the broader market today for the client profile we serve. Building greenfield technology (read: tech-nerd term meaning “brand new stuff”) in an already-established, well-respected company on the cusp of major growth was an exciting opportunity.
Tell us about Dayta’s tech vision and how you're implementing it. How did you approach marketing technology for Dayta when you came on, and where are those efforts today?
Marketing technology is no joke. It's vast and complicated. Harnessing it is key to a successful marketing business and our clients' growth. There are two major pieces to implementing this:
- Bringing together the best existing technology tools that fit together to make life simple for our Dayta Pods and Specialists, while also making them powerfully armed. At the same time, we need to keep security top-of-mind, as user access across so many tools for all of our clients is non-trivial.
- Truly innovating and bringing to market a greenfield technology product that hasn't been previously built in this space. This product funnels all the marketing strategy and data into one place for our customers and our internal teams, so we can use that to understand what is and isn't working—and how changes we make affect that—across all facets of a client's marketing strategy.
At this point, we've brought in all of the necessary tools to fulfill #1, and we continue to refine processes that enable Dayta folks to work within and between them. Internally, we released an initial version of our new product,
Daylight, at the end of 2022, and officially launched the platform in early 2024, with the goal of continuously refining and updating the platform to serve our client base and their unique needs.
Can you explain in your own words what Daylight is? What problems does this solve, both for us and our clients?
Daylight was designed to be the answer to a variety of questions that, prior to its development, only had “no” for an answer for most SMBs: Can you tell how your offline marketing efforts, in coordination with digital campaign strategies, correlate with attribution and performance? Can you tie back changes in strategy you've made to marketing tactics in either of these categories to actual ROI at a glance, without painstaking hours of data triangulation and manual report building?
It sounds hard because it is hard. We've spent years laying the groundwork to solve those problems for us and our clients. As of now, Daylight, our market-first Marketing Management Platform (MMP), has launched across Dayta.
Is there anything else you’d like to share about your role at Dayta, the strides we've made in terms of greenfield technology, why tech matters to a marketing agency, etc., that you haven’t already spoken to?
We gained a lot of ground in implementing new tools and developing our marketing technology since I started with Dayta. These innovations were only made possible by the amazingly smart, savvy, and all-out monster group of people at Dayta who have helped guide my path toward the needs of our team and our clients. We are hyper-focused on helping our clients grow, while simultaneously using our intensive knowledge of their needs to build unique tools to better serve them. The sheer caliber of talent and vision on this team drives continual improvement—Dayta and our clients are growth-minded, so the technology to support that must be smooooth like a jar of Jif. (See, my Marketing Minor just came up with that!)
Interested in learning more about Dayta’s modern approach to marketing?
Click here to explore the pillars of our company that set us apart: Our Pods of experts, our Dayta Loop process, and our Dayta Results Dashboard platform,
Daylight. And before you go, don’t forget to request your
free marketing assessment with our team!
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