backend marketing

what it is backend marketing?

Backend Marketing is a term I use to help others understand exactly what my job means.

The easiest way to explain it is:

Backend Marketing is everything that goes into marketing that is not visible to the naked eye to the viewer.

Thus, these fields are related to it:

  • analytics, 
  • data analysis, 
  • metering,
  • targeting,
  • marketing funnels,
  • automations

and other similar processes that bring you closer to your goal but are not experienced directly (like for e.g. branding).

Who is following us?

I also like to explain that Backend Marketing is mainly used for collecting data about internet users.
Backend Marketers decide for e.g. which ads track you and what information is used to do so.

Knowledge of Backend Marketing provides great opportunities but it should be used wisely.

I believe that people involved in such processes should always keep in mind the moral aspect of their actions.

Benefits of Backend Marketing

But let’s cut to the chase.

What good can you do for your business using Backend Marketing?

  • Design and implement marketing funnels.
  • Run narrowly targeted ads.
  • Increase on-page conversions.
  • Implement remarketing (including dynamic remarketing).
  • Set up email automations.
  • Measure the website.
  • Do an UX audit.
  • Conduct A/B tests.
  • Send information about user behavior on the site to analytical tools.

And many other implementations that make it easier to run a successful online business.

tools in backend marketing

Considering the technical nature of these activities, you might think that this is something for developers from IT departments.

Well, no.


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.

Backend & Frontend Marketing

To sum up, after more than 4 years in the industry, I can safely say that this invisible part of marketing is the one that gives the greatest opportunities.

Of course, Backend Marketing is useless if we do not have the riches of Frontend Marketing, such as good copy or eye-catching ad creation. These two should complete each other for high rates and low cost conversions.

If something is still unclear or you would like to learn more, feel free to contact me.

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© 2022 Mariusz Brucki