Course 1 - Module 4 Flashcards
Attribution:
Determining which content and channels are responsible for generating leads, conversions, or sign-ups
Change management:
Methods, practices, approaches, and processes that organizations take to ensure changes are implemented smoothly
Customer lifetime value (LTV or CLV):
The average revenue generated per customer over a certain period of time
Data:
A collection of facts or information
Data analysis:
Examining data to draw conclusions, make predictions, and drive informed decision-making
Data analytics:
Monitoring and evaluating data to gain actionable insights
Data anonymization
echniques to mask or remove personal information from data to protect the identities of people
Data bias:
Human error that skews data collection or interpretation of data in a certain direction
Data-driven attribution:
Measures customer engagement with marketing content across channels to understand what is motivating them to take action
Data ethics:
The study and evaluation of moral challenges related to data collection and analysis
Data privacy:
Rights of individuals under the law to control how their personal information is collected, processed, shared, archived, and deleted
Data pulling:
Collecting data from analytics tools and putting it in a spreadsheet or database
Data reporting:
Organizing and summarizing data to track performance across marketing and sales efforts
Data storytelling:
Conveying data insights to a specific audience using a clear and compelling narrative
Data visualizations:
Graphical representations of data that convey information
First click attribution:
Assigns all the credit to the first touchpoint that eventually leads to a conversion
Key performance indicator (KPI):
A measurement used to gauge how successful a business is in its effort to reach a business or marketing goal
Last click attribution:
Assigns all the credit to the last known touchpoint before conversion
Linear attribution:
Assigns equal credit to each touchpoint along the customer journey
Performance marketing:
The process of using concrete information about customer behaviors to plan and refine marketing and sales strategies
Performance reporting:
(refer to data reporting)
Personally identifiable information (PII):
Information that could be used to directly identify, contact, or locate an individual
Return on ad spend (ROAS):
How much revenue is gained versus how much was spent
