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

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.

Once you've decided to build or buy a marketing capability, you'll need to work with your vendors or internal stakeholders to prioritize. In this lesson, we talk about the importance of prioritization and how it requires sensible give and take.

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.

Attribution provides the foundation for deeplinking, but before we can show how deeplinking works, we need to cover the basics. In this short lesson, we'll show how they work and lay a foundation for any marketer to better understand their conversion by way of technical competency.

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

The first step in building a martech system is defining a data plan. Rather than using an excel sheet or google sheet, we strongly recommend utilizing a data hygiene and management tool, like Iteratively. In this portion of the mini-series, we will setup Iteratively, show you how to add elements to the data plan, and eventually connect the tool to our CDP.

Identity is the foundation to tracking users across 3rd party tools. But most people don't know how it works or what terms and jargon relates to a user's identifier. In this lesson, we'll talk about the most common identifiers and how they play a role in a marketing stack.

Good marketers think about tracking as an essential element of their campaigns. Branch allows you to track traffic to URLs or other destinations and is a great tool to have in your arsenal. In this lesson, we'll setup a Branch account, add the web SDK, and create our first marketing link.

Most people don't think about security and administration of a martech stack until it's too late. In this lesson we'll talk about some of the commonly overlooked details of securing your tools, and provide some best practicies on how to administate your stack properly and in a scale-able fashion.

Data doesn't always flow the same way. Let's talk about two important ways that data flows, and the consequences.

Often lost in translation, data hygiene and management is the process of managing your data in various tools and across a unified stack. We'll talk about these domains, why they matter, and how they fit into a set of stack capabilities.

Let's talk about what we'll learn in Section 2.

Welcome to the marketing technology practitioner course! In this short introduction, we'll cover some key things to know about the course.

Let's talk about what we'll learn in Section 1.