Vorlesung 1

Martech is a set of software solutions used by marketing leaders to support mission-critical business objectives and drive innovation within their organizations (generating revenue)

MarTech is the therm for the software and tech tools marketers leverage to plan, execute and measure marketing campaigns. MarTech tools are used to automate or otherwise streamline marketing processes, collect and analyze data and provide various means of reaching and engaging with your target audience. The suite of tools a company leverages for marketing processes is known as the MarTech Stack.

(programated advertising)

• Keeping pace with customer behaviour

• Staying on top of tech

• Data privacy laws and expectations

• Investment and M&A activity

• Digital transformation

• Martech delivers results

Strucured Data

• Standadized format

• well-defined structure

• complies to a data model

• follows a persistent order

• easily accessed by humans and programs.

• generally stored in a database

instance of a page being loaded (or reloaded) in a browser.

Pageviews is a metric defined as the total number of pages viewed.

The unique page views metric shows how many unique users visited a particular page, while the page views metric shows the total number of times a page was viewed (can include multiple views from the same user session)

Impressions (ad views) are used to quantify the number of digital views or engagements of a piece of content, usually and advertisement, digital post, or a web page.

Cost Per Thousand

A marketing term used to denote the price of 1000 advertisement impressions on one web page

A click on one element of the website

A CTA is a marketing reference to a piece if content, such as an image, button, or text intended to prompt users to perform a specific action

e.g. “Get the Disney Bundle” on Disney+

Click Bots and Fake Traffic cost online Advertisers $35 Billion

the practice of executing automated, personalized and contextual email campaigns to improve accuracy and impact as well as save time and ressources. The process may involve segmenting customers based on behaviors or traits and sharing targeted email campaigns with those groups accordingly.

A Trigger in use of marketing automation software is to perform a task as a result of an event, often an action taken by a prospect or customer.

Think of: If this…then that…

zB 5 Minuten nach Anmeldung auf einer Webseite per Email erhält der Kunde eine “Willkommens Email”