HubSpot Workflows-How to Create & Manage HubSpot Workflows

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.

A data warehouse is a database built for analysis rather than for running the business: it holds copies of records from many operational systems, integrated under one set of definitions, kept as history rather than overwritten, and arranged so that questions across years and departments run fast.

A data lake is a store that keeps data in its original form, files of any shape in cheap object storage, loaded before anyone has decided what questions will be asked of it, so that the structure is applied when the data is read rather than when it is written.

Business intelligence is the practice and the tooling for turning an organisation's data into reports and dashboards that people use to run it: connecting to the sources, modelling the data into measures everyone agrees on, and presenting it so that a manager sees the state of the business without asking an analyst.