Der Email Marketing Guide 2025 - alles was du wissen musst

Marketing automation is software that sends a decided message when a contact does a decided thing, which makes it a delivery mechanism for judgements somebody has already formed rather than a way of avoiding them.

Pay-per-click is advertising bought by the click rather than by the impression: an advertiser bids on the searches or placements it wants to appear for, and pays only when someone clicks the ad, with each click priced by an auction run at the moment the page loads.

Keyword research is the work of finding out which queries people type when they want what a business offers, how many of them there are, what each query means and what competing for it costs, before any page is written or any ad is bought.

Data wrangling is the work of repairing and reshaping real records, and of deciding what their gaps and inconsistencies mean, until a table can be trusted with the question being asked of it.

Data visualisation is the practice of encoding numbers as position, length and colour so that a comparison a reader would otherwise have to calculate becomes something they can simply see.

Data engineering is the discipline of moving records from the systems that produce them into a store where they can be queried, and of keeping that supply correct while the sources underneath keep changing.