Marina Rusinow

Marina Rusinow is a Sr. Manager of Solutions Marketing at Contentstack. She brings a wealth of expertise in product marketing, customer acquisition and retention, and digital experience strategy. Marina has held senior marketing positions at prominent technology companies including Microsoft, SAP Concur, Taboola, and Simon Data, spanning Fortune 500, mid-size, and startup sectors.

Posts by Marina Rusinow

Apr 09, 2024

Tech overload and why composable architecture is the answer

Today’s digital experiences are challenging companies to implement more cutting-edge tools to solve new problems. However, many companies find themselves grappling with an unintended consequence: technical debt caused by an overabundance of software solutions.  According to a recent Wall Street Journal article, “With more software procurement and management happening outside IT, there are also concerns about paying for duplicate services, data integration challenges and potential loss of cost efficiencies.”  In a bid to stay competitive and meet evolving consumer needs, organizations often adopt numerous software tools, each promising to address specific challenges or streamline processes. This approach can create a tangled web of systems, disparate data sources and increased complexity, ultimately creating inefficiencies, hindering collaboration and stalling innovation.  How to reduce tech debt The solution to combatting software overload? Composable architecture, a modern approach to building and scaling technology stacks, offers significant benefits for developers looking to minimize or eliminate technical debt. By leveraging flexible, modular components, teams can create systems that are easier to update, maintain and scale without too much damage to an organization’s bottom line.  Below are some common challenges posed by tech overload and how composable architecture can help:  Enhanced flexibility and modularity: Composable architecture allows developers to select and integrate the best tools and services for specific tasks without being locked into a single vendor or technology stack. This flexibility means that as new, more efficient tools become available, they can be incorporated without significant rework, thus preventing the accumulation of technical debt associated with outdated technologies. Improved scalability and performance: With a composable architecture, systems are designed to scale components independently, allowing for more efficient use of resources and better performance optimization. This targeted scalability reduces the need for large-scale refactoring or system overhauls as demands grow, which are common sources of technical debt in monolithic systems. Simplified maintenance and updates: The modular nature of composable architecture simplifies the process of updating individual components or services. Developers can update or replace parts of the system without impacting the whole, significantly reducing the risk of introducing bugs or vulnerabilities. Increased development speed and agility: Composable architecture supports agile development practices by enabling teams to work on different system components simultaneously and independently. This agility allows for faster iteration and innovation, reducing the likelihood of shortcuts and rushed decisions that can lead to technical debt. Better risk Management and isolation: In composable systems, the failure or compromise of one component is less likely to affect the entire system. This isolation helps in managing risks more effectively and ensures that issues can be addressed without extensive system-wide impacts, which often contribute to technical debt through emergency fixes and workarounds. Composable architecture future-proofs your tech stack By adopting a composable architecture, developers and technology teams can build more resilient, adaptable and future-proof systems, significantly reducing the burden of technical debt over time. While businesses are faced with a growing number of problems to solve and a different expensive platform to solve each one, composable platforms are the differentiator in modernizing tech stacks to stay ahead of market demands.  Solutions like Contentstack empower organizations to reclaim control over their digital ecosystems. As companies are faced with the hurdles of change management, those who adopt a composable architecture stand to streamline operations and see their revenue grow during a time when yesterday’s monolithic solutions cost more than the dollars coming in.

Oct 03, 2023 | 3 min. read

Harnessing composable commerce and personalization for e-commerce success

E-commerce is the engine for modern business and is projected to generate a staggering $15 trillion globally by 2028. However, businesses face challenges keeping up with rapidly changing consumer trends and expectations. The outdated monolithic technologies of yesterday are proving to hinder agility and adaptability. As a result, forward-thinking enterprises are embracing the architectural shift to composable commerce to gain a competitive edge, unlock limitless innovation, and deliver unparalleled customer experiences. But what is the key to creating better digital experiences and differentiated experiences? We spoke with Leesa’s Director of Technology, Richard Bilton, about how personalization has transformed their business. “I would have focused on personalization from the start. I wish we’d done it from day one,” Bilton said. With a personalized, customer-first approach, Leesa remains at the forefront of the evolving e-commerce landscape, exceeding modern consumers' expectations. Read on to learn more about the keys to their success and the top takeaways from our discussion. Composable e-commerce benefits 1) Site speed can make or break your first impression The ability to deliver content quickly, reliably, and in a scalable manner can dramatically enhance a site's performance and user experience. By embracing a composable commerce approach and optimizing for speed, businesses can experience benefits like improved organic reach, enhanced SEO performance and a seamless user experience that keeps customers coming back for more. 2) Make it personal and watch repeat business grow Tailored recommendations are a game changer for the digital experience. By analyzing sleep habits collected through a customer’s search patterns, Leesa curates personalized content based on individual preferences, ensuring customers find precisely what they need for a good night's sleep. Their content engine incorporates relevant awards and product recommendations to enrich the personalization journey further, leveraging the customer's apparent interests. This holistic approach creates a seamless and hyper-personalized digital experience, fostering long-term customer loyalty and satisfaction. 3) The future of e-commerce is composable The future of e-commerce is undeniably composable. Composable commerce empowers companies to adapt swiftly to evolving market demands, integrate cutting-edge technologies seamlessly, and deliver highly personalized and dynamic shopping experiences to their customers. As we learned from the Leesa story, you don’t have to go composable overnight, but instead, start small– integrate your tools one by one and architect the experience that your customers want to use only the marketing technologies you need. With the right set of components that work like building blocks, your business is set up to pivot and react quickly to any customer expectations or moments in time. 4) The key to success starts with a team-wide buy-in for innovation Before setting your goals and defining success, success begins with securing a collective buy-in for innovation across your teams. In today's fast-paced and competitive business landscape, continuously evolving and adapting is paramount. By encouraging team members to think creatively and explore new solutions, businesses can stay ahead of the curve and deliver the kind of value to their users that keeps their brand name top of mind. Composable e-commerce takeaways Speed and agility are crucial in the rapidly evolving digital landscape Start simple, fail fast, and scale quickly Personalization from day one makes all the difference in your customer satisfaction. Set clear, measurable goals for what you want to achieve Start slow and build upward Winning over stakeholders is essential for a smooth transition to a composable commerce solution The retention power of personalized experiences in composable e-commerce A composable architecture facilitates not only the infrastructure needed today but also prepares for the needs of tomorrow. It offers the flexibility to pivot based on changing customer behavior and market trends. With its unique ability to deliver tailored, dynamic solutions at scale, businesses can leverage best-of-breed technologies to unlock unprecedented opportunities for growth and success. It’s about so much more than an architectural shift in how businesses engage with their customers – it’s about reimagining the digital experience from the ground up, infusing it with innovation, and fostering connection through a more memorable, loyalty-building customer journey. Ready for more? Watch the entire webinar now.