Attributing value to marketing channels and campaigns

Lynda – Building Your Marketing Technology Stack

Subject : Marketing
Author : David Booth
Playlist :

Digital marketing has been around for over 30 years, but marketers are only now starting to think of its components holistically.

A marketing technology stack is the set of tools that your marketing team uses to plan, execute, and measure all aspects of your marketing objectives. With the explosion of new capabilities, vendors, and technologies in this space, it’s more important than ever to carefully choose your components and build the stack that’s right for your organization.

In this course, Dave Booth walks you through a framework that examines the roles and benefits of each “layer” in the stack—acquisition through marketing and advertising, digital experiences and clickstream measurement, the back office functions, and analysis. Learn how these technologies can help you drive engagement, measure results, increase sales, and improve customer relationships.

NOTE: While specific software and platforms aren’t endorsed, you will see how tools like a customer relationship management system and web analytics work in a successful marketing mix.

Topics include:
• What is digital marketing?
• Understanding the marketing data being generated
• Reaching customers via digital channels like social, search, and display
• Working with digital experiences
• Selling online with ecommerce
• Going mobile
• Measuring and optimizing with testing and analytics
• Running and operating a business with technology
• Storing and extracting data
• Learning and predicting with data exploration and modeling

Table of contents :
0 – Introduction
Welcome – Building Your Marketing Technology Stack

1 – Understanding the Components of Digital Marketing
A brief history of digital marketing
An overview of digital marketing technologies
Putting the stack into action with governance
Understanding the marketing data being generated

2 – Reaching Customers with the Digital Advertising Layer
Being present with content marketing
Leveraging social media
Marketing with search engines
Reaching consumers with email & marketing automation
Using display advertising

3 – Providing the Digital Experience
Building on a content management system (CMS)
Creating your digital presence
Going mobile
Selling online with ecommerce

4 – Measuring the Digital Landscape in the Clickstream Layer
Leveraging user experience and voice of the customer tools
Organizing it all with tag management
Targeting and personalizing the digital experience
Testing for conversion rate optimization
Tracking it all with web analytics

5 – Leveraging the Back-Office Layer
Keeping on top of customer relationship management (CRM)
Leveraging a data management platform (DMP)
Preparing and storing all this data
Running and operating the business with technology

6 – Communicating and Optimizing in the Analysis Layer
Attributing value to marketing channels and campaigns
Communicating data through dashboarding and data visualization
Learning and predicting with data exploration and modeling
The importance of communicating and activating marketing data

7 – Conclusion
Tying it all together and taking the next steps