Building Your Marketing Technology Stack

This course is a part of Become a Marketing Manager, a 14-course Learning Path series from LinkedIn Learning.

Digital marketing has been around for over 30 years, but marketers are only now starting to think of its components holistically. A marketing technology stack is the set of tools that your marketing team uses to plan, execute, and measure all aspects of your marketing objectives. With the explosion of new capabilities, vendors, and technologies in this space, it's more important than ever to carefully choose your components and build the stack that's right for your organization. In this course, Dave Booth walks you through a framework that examines the roles and benefits of each "layer" in the stack—acquisition through marketing and advertising, digital experiences and clickstream measurement, the back office functions, and analysis. Learn how these technologies can help you drive engagement, measure results, increase sales, and improve customer relationships.

Contents:

• Introduction
• 1. Understanding the Components of Digital Marketing
• 2. Reaching Customers with the Digital Advertising Layer
• 3. Providing the Digital Experience
• 4. Measuring the Digital Landscape in the Clickstream Layer
• 5. Leveraging the Back-Office Layer
• 6. Communicating and Optimizing in the Analysis Layer
• Conclusion