Faster Smarter Better (Ultimate Online Marketing Blueprint)

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.

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.

SQL is the declarative language for asking questions of relational databases: you state which rows and columns you want and how tables relate, and the database engine works out how to retrieve them.