Considering the technical nature of these activities, you might think that this is something for developers from IT departments.
Well, no.
Why?
Developers rarely have the marketing expertise needed to create and apply the most effective processes for achieving KPIs.
Look at tools that are used in Backend Marketing. Notice how they are not associated with IT, but rather with marketing.
Here are a few of them:
- Google Analytics,
- Google Tag Manager,
- Google Data Studio,
- Tableau,
- BigQuery,
- Zapier,
- Chrome DevTools
- and of course MS Excel / G.Sheets
These tools serve different purposes. Most of them help to collect, process, format and transmit data. So if I was asked what is the most important in the work of a Backend Marketing Specialist, I would say that it is the handling and understanding of large data sets.