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Building Your Marketing Technology Stack

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:

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.

- Hi, I'm Dave Booth, and welcome to Building Your Marketing Technology Stack. If you've been involved in marketing over the past few years, you know that the game has changed. In the age of big data, and with the explosion of digital channels, the technology that's driving new mediums, and 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 stack, picking apart all of the various pieces that make up the modern marketer's toolbelt.

We'll be focusing in specifically on the various technology components that you'll need to drive each of these areas. And we'll also look at how they can integrate together and play together with one another. We'll look at the digital channels where we can reach consumers, the digital experiences we can create for customers and prospects, the data that all of this is creating, the analytics we can apply to it, how all of this ties in to the traditional back office, and finally, how digital lets us continually improve through analysis and optimization up and down the stack.

So if you're looking to understand the technology that's out there in a digital marketing world, plan your strategy, or put that plan into action, then let's get started with building your marketing technology stack.

This Page is Dedicated to the Facebook Group

Philippine Online Freelancing Group Free Courses

Building Your Marketing Technology Stack

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