Building Your Marketing Technology Stack

Learn how to strategically build your company's marketing technology (martech) stack.

Introduction

• Building your marketing technology stack
• What you should know before watching this course

1. Getting Started with Today's Marketing Technology Stack

• Overview of digital marketing technologies
• Putting the stack into action with governance
• Understanding today's marketing data

2. Reaching Customers with the Digital Advertising Layer

• Marketing with search engines
• Using display and programmatic advertising
• Leveraging social media
• Reaching consumers with email and marketing automation
• Being present with content marketing

3. Providing the Digital Experience

• Creating your digital presence
• Building a content management system (CMS)
• Selling online with ecommerce

4. Measuring across the Digital Landscape

• Tracking it all with web analytics
• Testing for conversion rate optimization
• Targeting and personalizing the digital experience
• Leveraging user experience and voice of customer tools
• Organizing with a tag management system

5. Leveraging the Backoffice Layer

• Keeping on top of customer relationship management (CRM)
• Running and operating the business with technology
• Data management and customer data platforms (DMPs and CDPs)
• Preparing and storing data

6. Communicating and Optimizing in the Analysis Layer

• Communicating data through dashboards and data visualization
• Attributing value to marketing channels and campaigns
• Learning and predicting with data exploration and modeling

Conclusion

• Learning more about marketing technology stacks