In this course, learners will be able to map the structure of the marketing technology stack and define the components in relation to each other. In addition, Learners will be equipped to describe the general structure and use of Client Relationship Management (CRM) systems as well as Data Management Platforms (DMP).
Objectives
- Define the strategic purpose of MarTech and AdTech
- Map the structure of the marketing technology stack and define the components in relation to each other
- Describe the function of Customer Relationship Management (CRM) as a practice
- Describe the general structure and use of CRM systems
- Describe why CRM systems are situated at the center of the Martech stack
- Describe the general structure and use of Data Management Platforms (DMPs)
- Describe how the DMP works with CRM at the center of the Martech stack and why it functions this way
About this Class
16:44
Minutes of education
3
Video Lessons
Instructor
Scot Wheeler
Scot Wheeler is the Director of Marketing Analytics and Consumer Insights at the online grocer Peapod. Scot is also an adjunct lecturer in Integrated Marketing Communications at Northwestern University, where he teaches Digital Analytics. He is a leader in digital analytics delivery, with over a decade of exper more.
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