Intro to Marketing Technology
4.7 (20 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
1,052 students enrolled

Intro to Marketing Technology

Marketing Technology and Advertising Technology in the Digital Age
4.7 (20 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
1,052 students enrolled
Created by Uzma Arif
Last updated 6/2020
English
English [Auto]
Current price: $20.99 Original price: $29.99 Discount: 30% off
5 hours left at this price!
30-Day Money-Back Guarantee
This course includes
  • 40 mins on-demand video
  • 2 articles
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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What you'll learn
  • Foundations of Digital Marketing Technology
  • Fundamentals of a Great Data Strategy
  • Which tools make the most sense for your product/service/business
  • Understand all types of marketing/ad technologies
  • Fundamentals of measuring results and KPIs for your marketing plans
  • How to make a successful digital plan
  • Marketing Funnel
Requirements
  • Excitement to learn!
  • No experience required
  • Suitable for all types of businesses (digital/physical products, services, B2B, B2C)
  • Love for Marketing, Data and Tech
Description

The worlds of marketing and technology have been converging for some time now but with the digital age in full swing, it’s become apparent that marketers need to understand technology at a deeper level. Data is all around us and YOU can master how to use data in your marketing strategies leveraging technology.

 

MarTech (Marketing Technology) and AdTech (Advertising Technology) – two BUZZ words you may have been hearing lately. Or job descriptions you may have been seeing lately. But what do they mean? And can they help you become a better marketer?

 

With a play by play of everything you need to know to master MarTech and AdTech as a new-age marketer – this comprehensive course will help refine your marketing skills and take them to a whole other level.


In this course, you will learn about:


  • Website, Email and Media tools

  • Metrics, KPIs, Conversion Events, Goals, and how to reach your Business Objectives

  • Data driven Marketing and more!


MarTech (technologies you should be familiar with):

  • Analytics & Reporting

  • Content Management Systems

  • Customer Relationship Management

  • Email Campaign Management


AdTech (technologies you should be familiar with):

  • Data Management Platform

  • Attribution Modeling

  • DSPs, SSPs, and Ad Exchanges


Enroll today to become a digital marketing expert!

 

Who this course is for:

·       New marketers trying to navigate 21st century marketing

·       Digital Marketing working at Start ups and Fortune 500 companies

·       Freelancers looking to gain new martech skills

Who this course is for:
  • Beginners to Digital Marketing
  • Beginners to Marketing Technology
  • Beginners to Advertising Technology
  • Those who want to be familiar with Digital
  • New marketers trying to navigate 21st century marketing
  • Digital Marketers working at Start ups and Fortune 500 companies
  • Freelancers looking to understand Marketing Technology
  • Those who want to be more Digital Marketing savvy
Course content
Expand all 11 lectures 43:50
+ Glossary for MarTech Course
1 lecture 01:44

Intro to Marketing Technology Glossary


MarTech (Marketing Technology) - Technology that is used to help marketers streamline their day to day tasks


AdTech (Advertising Technology) - Technology that is specific to media/advertising landscape


Content Management System (CMS) - Tool that is typically used to manage content (usually website content)


Customer Relationship Management (CRM) - Tool that is used to store marketing, sales, support and feedback data from customers/users


Life Time Value (LTV) - a ratio that compares the value of your customer to amount of money you spent to acquire them


Data Warehouse - Tool that stores all of a company's data, including that of the CRM (for ex: customer, employee, supply chain, finance, marketing, sales data etc…)


Acquisition Marketing - Marketing strategies that have the goal of acquiring customers (this could be a purchase or collection of data)


Awareness Marketing - Marketing strategies that have the goal of raising awareness of your brand or product/service to new customers, keeping your company top of mind


Attribution - A model/strategy that explains a customers path to purchase/conversion across channels (online + offline)


First Touch - 100% credit provided to the first recorded interaction with the channel that acquired your customer data/purchase


Last Touch - 100% credit provided to the last recorded interaction with the channel that acquired your customer data/purchase


Algorithmic Multi Touch (Data-driven) - Optimized algorithm that leverages machine learning to add attribution to your channels


Linear Multi Touch - Equal credit applied to all channels touched by your customer data/purchase


Custom Weighted Multi Touch - Credit applied to channels taking into account industry specific data relevant to your business


Data Management Platform (DMP) - Tool that allows the collection and storage of all data (first, second and third party data) for the purpose of audience segmentation, advanced analytics and personalization


DSP (Demand Side Platform) - Tool that allows advertisers to explore and purchase ad inventory across many sources


SSP (Supply Side Platform) - Tool that allows publishers to store and sell their ad inventory across many sources (websites, etc…)


Ad Exchange - Tool that allows the buying and selling of digital ad inventory (space) across many Ad Networks. For the most part, they allow the use of real time bidding (RTB) to purchase inventory


Ad Network - Tools similar to Ad exchanges since they collect inventory from publishers (including Ad Exchanges) and sell to advertisers but they allow for negotiations of pricing along with RTBs.


First Party Data - Company Owned Data


Second Party Data - Publisher/Partner owned Data


Third Party Data - Audiences Sourced from Offline and Online Providers


Firmographic Data - Company Specific data


Demographic/Geographic Data - People persona and location data


Technographic Data - Data on tech tools that users use (such as website CMS, CRM etc..)


Psychographic Data- Data on lifestyle and personality






Intro to Marketing Technology Glossary
01:44
+ MarTech: Customer Relationship Marketing
1 lecture 02:17
CRM
02:17

Test your knowledge.

Quiz #3
1 question
+ MarTech: Reporting Tools
1 lecture 02:27
Reporting Tools
02:27

Test your knowledge.

Quiz #4
1 question
+ Metrics and Measurement
1 lecture 10:49
Key Performance Indicators
10:49

Test your knowledge.

Quiz #5
1 question
+ Attribution
1 lecture 04:51
Attribution Modeling
04:51

Test your knowledge.

Quiz #6
1 question
+ Building a Successful Data Strategy
1 lecture 05:44
Data
05:44

Test your knowledge.

Quiz #8
1 question
+ Final Words
2 lectures 03:51
What Did We Learn?
02:07
Glossary for MarTech Course
01:44