Chapter 5: Marketing Data Platforms Flashcards
Outbound Marketing
Old Way
Push Products on consumers
one-size-fits-all
assume those who need will buy
Inbound Marketing
New Way
Pull consumers in during their purchasing journey
Align with consumer interests
Create relevant, differentiated, and quality content
The purchase funnel describes the consumer journey towards
Purchase
What are some inbound marketing tools?
SEO
Blogging
Social Media
An inbound marketing platform allows for
Digital content management
Who is the leader in Inbound marketing data platforms
Hubspot
What is another marketing data platform that is more complex and requires a professional
Marketo
Big data is harder to…
Gather, Store, Analyze
Data management includes
Maintaining data and automated analysis
What is Data Management
Data management is the practice of organizing and maintaining data processes to meet ongoing information needs
A data management platform (DMP) is best defined as
data warehouse plus
First-party Data
Data collected by your own organization and typically involves PII
Secondary-Party data
Data owned by another organization and shared with you
Third-party data
Data owned and generated by another organization
How is most third-party data gathered?
Cookies
DMPS make it easy to…
Collect data, create audiences, analytics/insights, push marketing campaigns
Adobe Audience Manager
Allows companies to build unique audience profiles based on cookies to track users’ data
The marketing platform used to measure, predict, and optimize for traditional and digital media is…
Comprehensive marketing measurement and optimization platform
Comprehensive marketing measurement and optimization platforms provide a
More complete picture of influences and consumers, more marketing-specific perspective, and more complex way of viewing data
Marketing Mix Modeling
Uses historic company information, statistics, and regression to look for relationships, or correlations, between marketing activities and sales
Attribute Modeling
Finds the exposure point at which the customer performs the conversion event, whether buying or just reaching the landing page. Often notes last-click-attribution
Marketing Evolution
Is a leader in comprehensive marketing measurement and optimization solutions. Attempts to optimize ROMO (return on marketing objective)
Media planning…
Optimizes media for planned and optimized scenarios
Frequency to Lift Response Function
Measures the impact of each incremental frequency point on any objective for the target market level or between medias
Spend-to-impact Response Function
Measures the impact of each incremental marketing spend on the objective
