Marketing Quick Look

Question 1

Explain the importance of unifying data

Answer 1

• Hard to bring together data because they exist across different digital channels
• Unifying data allows everyone in an organization, regardless of their role, to be on the same page
• Unifying data improves customer experience

Question 2

Identify and explain the 3 steps to use data for marketing performance

Answer 2

• Connect data silos: Silos contain marketing data that isn’t accessible or understood by everyone in the organisation. To unify data, first list out your data sources and language each data source speak before leveraging on AI and ML to standardize the datasets.
• Improve marketing performance: Use AI and ML to identify what is not working in your campaigns.
• Align all teams: Deliver insights in terms every team understands and in real time through automation.

Question 3

Describe what a marketer does

Answer 3

• Marketers wear many hats and have many career paths, from demand generation to product marketing to data analysis.

Question 4

Identify the skills of a successful marketer

Answer 4

• Nontechnical: Storytelling, Public speaking, Content strategy, Content operations and management, Roadmap development, Customer journey development
• Technical: Email marketing strategies, Email creation and sending, Email personalization, Transactional messaging, Audience segmentation, App messaging, SMS messaging, Social media engagement, Data management

Question 5

Explain the key activities marketers perform

Answer 5

• Define Audiences: Marketers know that who they’re talking to is just as important as what they’re going to say. They carefully outline the audiences and personas they see as key for their business. And they use data to do it.
• Develop Strategies: Once marketers know their audience, they map their customer journeys. Marketers want to see how customers interact with their brand so they can identify strategies that will meet customers where they are. And they don’t do it alone—marketers forge relationships across all parts of the business to map the journey and align on goals and KPIs.
• Deliver Campaigns: Campaigns and content are the heart of a marketer’s work. This is where marketers get to connect with their customers at critical points throughout the customer experience. A successful marketer anticipates their customer’s needs and delivers personalized interactions across every channel and touchpoint.
• Measure Performance: A marketer’s work isn’t done after campaigns have launched and events have ended. Then comes the important task of measuring the impact of their efforts and using insights to pivot and refine—often in real time. An expert marketer is no stranger to using artificial intelligence and automation to make data-backed decisions at scale.