Most marketers struggle to effectively negotiate what is fair with 3rd party vendors. This is because they don't understand the business model and incentives for a vendor. In this lesson, we'll talk about each and provide a framework for negotiating with 3rd parties.

Coby from Radar.io, a location infrastructure company, talks about the history of location data, why and how people often confuse location data types, what a modern marketer needs to know, and how you can use a variety of location data services to expand common martech capabilities.

In this lesson, we'll cover the ecosystem vendors & history for data platform and infrastructure.

The core of a martech stack is its analytics infrastructure layer. Modern martech stacks typically rely on a CDP to do this. Here we will setup a CDP - Segment - demonstrate how to track events and traits, and start piping data between different sources and destinations.

Product-driven teams know and understand the importance of monitoring and examining their product funnels. But teams often stop there, and don't consider how data visualization and product analytics can enable other departments. In this lesson we'll talk about this capability and why it matters.

There are many different terms and names for Marketing Tech. Here we will cover the best way to describe the field of Marketing Technology.

Marketers need audiences and segments to target users. Let's define what these are in technical terms and talk about why that matters.

In this lesson, we'll cover the ecosystem vendors & history for product analytics.

Let's talk about what we'll learn in Section 4.

Here we dive deep into the ATT Framework. The ATT Framework is simply an iOS 14 method that allows the user to designate to the app whether they consent to providing their IDFA. We'll peel back the layers and go a bit further in explaining what it is, what it means and what you should know.

Every organization finds themselves in the difficult position of determining whether to build a capability in house, or buy it from a 3rd party vendor. In this lesson we'll cover the nuances of this decision, and provide some helpful frameworks and thoughts on how to analyze and be objective in making such a decision.

CDPs & CDIs are common terms used to represent the data platform layer. This lesson will cover why this capability is central to a marketing technology stack.

A common question marketers ask is how martech fits into an org structure. In this lesson, we'll talk about that issue, and describe different models for how martech can serve an organization at different stages in a company's lifecycle.

After you understand how iOS 14 works and what to expect, the question we always come back to is "now what!?". In this lesson we'll provide a framework for how to operate in the uncertainty and some options for the more advanced marketers out there.

Most teams are not objective when selecting marketing tech. Here we'll talk about why that is, some of the common biases to be aware of, and how you can be more objective in selecting a new tool for your marketing technology stack.