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Advertising Technology

Advertising technology supports the planning, delivery and measurement of digital advertising. Explore campaign tracking, platform integrations, attribution and the limits of performance measurement.

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Advertising technology supports the planning, delivery and measurement of digital advertising. Explore campaign tracking, platform integrations, attribution and the limits of performance measurement.

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MarTech Marketing automation: build a useful first workflowChoose a narrow workflow such as confirming an enquiry and notifying its owner.MarTech Why marketing automation needs an exit ruleAn automated customer journey is incomplete if it defines how someone enters but never defines how they leave.MarTech Marketing analytics: define events before building dashboardsDecide which decision the dashboard should support: improving an enquiry form, comparing landing pages or understanding repeat engagement.MarTech Marketing measurement starts with a shared event dictionaryA useful event dictionary gives marketers and developers a common explanation of what a reported action represents.