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RELEASE NAME....: Lynda.com.Building.Your.Marketing.Technology.Stack-ELOHiM
RELEASE DATE....: 2016-05-11
RELEASE SIZE....: 31x50Mb
FORMAT..........: Bookware
LANGUAGE........: English
URL.............: http://www.lynda.com
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 stackΓÇöacquisition 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
Subjects: B2B Marketing, B2C Marketing, Enterprise Marketing, Marketing,
Online Marketing
Author: David Booth
Level: Appropriate for all
Duration: 2h 19m
Released: 5/9/2016