Marketing Insights for Innovation

Marketing automation is software that sends a decided message when a contact does a decided thing, which makes it a delivery mechanism for judgements somebody has already formed rather than a way of avoiding them.

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.

SEO is the work of being retrievable and worth retrieving: legible to the systems that crawl, index and select sources, and useful enough at the moment of the query that somebody still opens the page instead of accepting the answer printed above it.

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.

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

Data wrangling is the work of repairing and reshaping real records, and of deciding what their gaps and inconsistencies mean, until a table can be trusted with the question being asked of it.