Graphic Design Facebook Ads w/ CANVA

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.

Digital marketing is the trade name for every commercial activity that reaches a buyer through a screen, gathered under one heading because the work is bought, delivered and counted through the same few platforms rather than because the activities resemble one another.

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.

Data quality is the degree to which a dataset is fit for the purpose it is used for, assessed along named dimensions, whether the records are complete, unique, consistent, timely, valid and accurate, and measured against the requirements of the decision the data supports rather than against an absolute standard.

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.