Data-First Marketing

Index

Page references followed by fig indicate an illustration.

• A
• A/B testing, 158–159, 192
• Account-based marketing (ABM)
  • increased focus on, 73–74
  • marketers jointly planning with sales team, 75fig
  • priorities and challenges, 74fig
• Acunzo, Jay, 135
• AdWords platform. See Google Ads
• Age of Analytics
  • characteristics and history of, 20–23
  • data-driven marketing required during the, 5
  • digital transformation leads to the, 12
  • embraced by the business sector, 29–31
  • illustrated diagrams of, 13fig, 19fig
  • reinventing marketing with data and analytics in, 3–4
  • See also Data analytics
• “The Age of Analytics: Competing in a Data-Driven World” report (McKinsey, 2016), 26–27
• Age of Discovery
  • characteristics and history of, 14–15, 25
  • illustrated diagrams of, 12–13fig, 14fig
• Age of Reckoning
  • explosion of customer data during, 19fig
  • history of, 16fig–19
  • illustrated diagram of, 13fig
  • introduction to the, 12
  • monetized technologies in the, 25
• Ages of Digital Marketing
  • Age of Analytics, 5, 12, 13fig, 19fig–23
  • Age of Discovery, 13fig–15, 25
  • Age of Reckoning, 12, 13fig, 16fig–19fig, 25
  • illustrated diagram of the, 13fig
• Airbub, 26
• Algorithmic models for attribution, 162
• Allocadia 2017 Marketing Performance Management Maturity Study, 83fig, 86fig
• Altify's Business Performance Benchmark Study (2017), 72
• Amazon, 1
• American League Division playoffs, 36
• AOL, 14
• API integration tools, 105–106
• Apple, 114, 175
• Architecture resources
  • assessing marketing organization, 54–56
  • martech stacks for data ...