The plan for creating, organizing, distributing, maintaining, and measuring content to achieve business and audience goals. It connects individual pieces of content to a larger purpose and system.
A visual display that brings together key metrics and performance indicators in one place. A practical tool for monitoring progress, spotting changes, and communicating results.
A performance-based arrangement in which partners earn compensation for driving tracked traffic, leads, or sales to a business. A channel that extends a brand’s reach through publishers, creators, and referral
The collection, measurement, and interpretation of data used to understand marketing performance and audience behavior. The foundation for making informed decisions and identifying opportunities for improvement.
The process of assigning credit to the marketing interactions that contributed to a conversion or sale. A method for understanding which channels and touchpoints influence business results.
A rule or framework used to distribute conversion credit across the touchpoints in a customer’s journey. Different models can produce very different views of which marketing efforts appear most valuable.
The practice of dividing a broad audience into smaller groups based on shared characteristics, behaviors, or needs. A way to make messaging, targeting, and offers more relevant to different groups.
The point in the buyer’s journey when a person first recognizes a need, problem, or opportunity. Marketing at this stage typically focuses on education rather than an immediate sale.
The delivery of content or advertising based on a person’s observed actions, interests, or browsing behavior. A targeting method intended to make messages more relevant to each audience segment.
