In this course, learners will examine the martech pillar’s distinction from, and interdependence with, the adtech pillar of the stack. Learners also will be able to describe the general structure and use of Digital Asset Management (DAM) and Content Management Systems (CMS) as well as recognize the strategic and tactical value of testing & experimentation.
Objectives
- Examine the martech pillar’s distinction from, and interdependence with, the adtech pillar of the stack.
- Recognize where and how marketing technology engages the consumer through the consumer journey.
- Recognize the strategic and tactical value of Content Delivery in the Marketing Process.
- Describe the general technical process by which content is rendered digitally.
- Describe the general structure and use of Digital Asset Management (DAM) and Content Management Systems (CMS).
- Describe the general structure and use of Marketing Automation Systems.
- Describe how Marketing Automation Systems integrate with the rest of the martech stack.
- Differentiate between univariate A/B and multivariate testing.
- Demonstrate the basics of test set-up, deployment and evaluation.
About this Class
20:44
Minutes of education
4
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.
What’s New
