The Complete Digital Marketing Course - 60 Courses in 1

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.

Pay-per-click is advertising bought by the click rather than by the impression: an advertiser bids on the searches or placements it wants to appear for, and pays only when someone clicks the ad, with each click priced by an auction run at the moment the page loads.

Keyword research is the work of finding out which queries people type when they want what a business offers, how many of them there are, what each query means and what competing for it costs, before any page is written or any ad is bought.

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.

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.