Note: While specific software and platforms aren't endorsed, you can see how tools such as a customer relationship management system, web analytics, and more work in a successful marketing mix.
- Explain the purpose of web analytics platforms.
- Define display advertising.
- Recall an example of RACI.
- Identify what types of data can be found in the experiences layer.
- List four examples of platforms that connect your social media accounts and consolidate management of social activities.
- Name two characteristics and benefits of digital advertising.
- Explore the benefits of predictive modeling.
Skill Level Intermediate
- [Dave] Hi, I'm Dave Booth, co-founder of Data and Digital Analytics Firm Cardinal Path. And I'd like to welcome you to building your marketing technology stack. If you've been involved in marketing lately, you know that not only has the game changed, the pace of that change can be a challenge to keep up with. In the age of big data, machine learning, artificial intelligence, a slew of new digital mediums and channels, and a widespread adoption of the new ways that we as consumers are interacting with media and brands, it's no wonder a marketer can find themselves feeling a little overwhelmed. In this course, we're going to break down the core components of today's digital marketing technology stack, picking apart the various pieces that make up the modern marketer's toolkit. We'll be focusing in specifically on the various technology components that you'll need to drive each of these functions. And we'll also look at how they integrate and play together with one another. We'll look at managing the digital channels where we can reach consumers, creating and maintaining the digital experiences we can build for our customers and prospects, the stream of data that all of this is creating, the analytics we can apply to it, how all of this ties into the traditional back office, and finally, the cycle of continuous improvement through analysis, personalization, and optimization up and down the stack. So if you're looking to understand the technology that's out there driving today's digital marketing, then let's get started with building your marketing technology stack.