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When it comes to marketing data, avoid the old adage: Garbage in, garbage out. Learn collecting the right data and ensuring its accuracy is paramount for the success of your marketing efforts, today.

Social media analytics is the practice of deriving business insights from data mined from social networks such as Facebook, Twitter, and Instagram. As a subfield of social media marketing, social media analytics enables businesses to identify trends and takeaways from how people discuss products, brands, and events online.

Social media analytics tools are software applications used to intake, process, interact with, and visualize social media data. They are essentially the nuts-and-bolts of how a marketer turns social media data into actionable insights.

Search engine optimization (SEO) analysis is the practice of auditing a website to identify opportunities to improve its placement in search engine results. A related goal is not only to improve search engine results placement (SERP), but also to boost actual organic referral traffic from those search results. Organic referral traffic is one of the basic SEO metrics marketers measure as a part of their overall program.

Programmatic advertising, also called programmatic marketing, is the use of software tools to automatically purchase digital ads. A display advertising strategy, programmatic advertising relies on computers and algorithms to buy ad placements based on data.

Product analytics is concerned with using data to understand how people actually use a product. This is to be distinguished from how a company intends for customers to use a product, or how (or why) a customer thinks they might use a product.

Omnichannel marketing and multichannel marketing may sound similar, but they refer to wholly distinct strategies. Omnichannel marketing means that you are delivering seamless, integrated experiences across every medium of customer engagement.

Omnichannel marketing centers on delivering consistently integrated shopping experiences to customers across every touchpoint or “channel”. These channels include all types of customer engagement, including web, mobile, social, events, physical stores, and more.

Native advertising is a form of paid display advertising that closely matches the media in which it appears. One of the most common examples of native advertising is the publication of a sponsored article on a news website, or a sponsored post on a blog.

Marketing automation is the use of software to automate certain tasks, such as sending a thank you email to a customer, that would otherwise require a person to handle manually. Marketing automation platforms can perform many common campaign types and activities, including email marketing, lead scoring and lead management, and pay-per-click (PPC) advertising.