AI Google Bard Gemini Marketing Advertising Content Creation

The marketing funnel is a model of how strangers become customers in stages, awareness, interest, consideration, purchase, with fewer people at each stage than the one before, used to decide which message, channel and measure belong to which stage.

Marketing attribution is the assignment of credit for a sale or a sign-up to the advertisements, searches, emails and visits that preceded it, according to a rule called an attribution model, so that each channel's reported results reflect its share of the outcomes it helped cause.

Return on ad spend is the revenue a campaign produced divided by what it cost, expressed as a ratio or a percentage: five pounds of sales for every pound of advertising is a ROAS of 5, or 500 per cent, and the number only becomes a decision once it is compared with the margin on those sales.

A data lake is a store that keeps data in its original form, files of any shape in cheap object storage, loaded before anyone has decided what questions will be asked of it, so that the structure is applied when the data is read rather than when it is written.

Business intelligence is the practice and the tooling for turning an organisation's data into reports and dashboards that people use to run it: connecting to the sources, modelling the data into measures everyone agrees on, and presenting it so that a manager sees the state of the business without asking an analyst.

Data governance is the set of decisions and responsibilities an organisation puts in place over its data: who owns each dataset, what each field means, who may read or change it, how long it is kept and how its quality is measured, recorded so that the answers do not depend on who is asked.