Marketing analytics is the use of software and other tools to measure the effectiveness of a campaign based on relevant data. Marketing analytics help businesses to better optimize their marketing ROI by making highly data-driven decisions about spending, messaging, audience targeting, and other crucial factors.

Event management is the end-to-end process of organizing and running large gatherings of people, either online though webinars and other virtual events, or in face-to-face events such as trade shows, conferences, concerts, and weddings. Event management tasks include everything from catering to programming to event marketing to traffic management and securing an appropriate space.

Drip marketing refers to automatically sending customers and prospects pre-composed messages over time. Sometimes called a drip campaign, this type of marketing automation can be used for a wide range of business goals, from helping to move a prospect through a sales funnel to improving customer service ratings to reducing customer churn.

Display advertising refers to a type of digital marketing that delivers messages as text, images, videos, or other graphical formats. Display ads appear in predetermined positions on various online and mobile media, such as a website or social app.

Digital experience is a subset of customer experience (CX) that deals specifically with how people interact with your company virtually via technology. Digital customer experience reflects how people feel about your business and brand based on their virtual interactions over time.

A content marketing strategy is a comprehensive plan for creating and deploying media to increase brand awareness. Different types of content marketing assets include online articles, blog posts, videos, infographics, whitepapers, social media, web pages, and other formats.

A DMP, or data management platform, is a software tool used primarily in advertising and marketing to build profiles of anonymous individuals, store just summary data about each individual, and share their data with advertising systems. DMPs are generally cookie-based and use anonymous IDs for the profiles. Even as capabilities for DMPs increase, they are not able to create a single, detailed view of prospects and customers across systems, as Customer Data Platforms (CDPs) do.

Experiential marketing is a form of brand marketing that aspires to connect with consumers on a more immersive level than traditional forms of advertising, such as a TV ad or a billboard. Instead of merely describing the benefits of a particular brand or product in a one-way message, experiential marketing endeavors to make consumers active participants in this exchange.

Predictive analytics is the practice of using algorithms and machine learning to anticipate future outcomes based on data. A form of predictive modeling, predictive analytics is the branch of big data analytics that is specifically concerned with revealing insights on what will happen in the future based on what has already occurred in the past.

Customer experience (CX) strategy encompasses all of the plans that a company makes to ensure positive, high-quality customer experiences. Customer experience spans all of the interactions between a business and its customers.

Data visualization is the practice of using software tools to display information in graphical form, rather than as raw data that could be more difficult to understand. By representing different kinds of data visually, individuals and teams can readily identify insights and patterns in the stores of information.

Data visualization tools are software applications that render information in a visual format such as a graph, chart, or heat map for data analysis purposes. Such tools make it easier to understand and work with massive amounts of data.