Digital Marketing: Social Media Marketing & Growth Hacking

Content marketing is the practice of earning customers by publishing material they want for its own sake, guides, comparisons, tools, data, video, so that the people who need what a business sells find it, trust it and come back, instead of being interrupted by an advertisement.

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.

Data modelling is the design of how data is structured for a given use: which entities are recorded, which attributes describe them, how the tables relate through keys, and, for analytical use, which table holds the measurements and which hold the context, decided before the data is loaded so that the questions the model must answer run correctly and fast.

Hypothesis testing is the statistical procedure for deciding whether an observed difference, between two groups, two periods or a sample and a claimed value, is larger than chance variation would produce if there were no real difference, by computing how probable a result at least that extreme would be under that assumption.

Data analysis is the practice of interrogating data to answer a specific question, and of establishing how much weight the answer can bear.