Ultimate Facebook Ads & Marketing Masterclass

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.

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.