DATA ENGINEERING

A Comprehensive Introduction to Marketing Data Engineering

Fundamentals, responsibilities, and challenges

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In today’s digital landscape, marketing is increasingly driven by data. Unlike traditional marketing (examples: television, radio, billboards, signs, and print), where measuring the impact of marketing channels, strategies, and ads was often unclear, digital marketing allows us to measure these impacts with precision. In fact, digital marketing has become a more effective approach not just because of the large audiences online, but because it enables us to evaluate our marketing efforts with greater accuracy and adjust its targeting more effectively.

Therefore, marketing teams need robust and scalable data infrastructure that allows them to ingest, process, and analyze data from multiple sources or channels. Of course, this is where Marketing Data Engineering becomes an important topic. Marketing Data Engineering is the backbone of modern digital marketing. The quality of data engineering products in this specific field, enables data-driven decisions that can significantly impact a company’s goals.

While Marketing Data Engineering is a vast field that can’t be fully covered in a single article, I’ve aimed to provide a concise introduction packed with essential…