How To Do Internet Marketing Consulting For Small Businesses

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 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.

ETL is the pattern for moving data from the systems that produce it into the one place it is analysed: extract the records from each source, transform them into a common, cleaned shape, and load them into a warehouse; ELT keeps the same three steps and runs the transformation inside the warehouse after loading.