MarTech Track
MarTechPath: Analytics Foundation → CRM & Automation
GA4 Architecture
Deep dive into Google Analytics 4 event-driven models, custom parameters, user scopes, and BigQuery schemas.
GTM Deep Dive
Master Google Tag Manager event listeners, trigger groups, dataLayer variables, and advanced preview debugging.
Server-Side GTM
Learn how to deploy server-side tagging containers, set up custom subdomain routing, and bypass ad-blockers securely.
BigQuery for Marketers
Query raw GA4 dataset exports using SQL, build cross-channel attribution reports, and calculate user lifetime value.
Event Taxonomy Design
Create structured naming guidelines, standardize parameter schemas, and document unified tagging architectures.
Consent Mode v2
Configure Google Consent Mode v2 variables, map tags to CMP signals, and set up fallback modeling thresholds.
Meta CAPI Setup
Integrate Meta Conversions API using Server-Side GTM or API calls, managing deduplication and quality match scores.
Hubspot Architecture
Configure custom contact/deal objects, build lifecycle stage tracking, and program multi-step automation workflows.
CRM Data Modeling
Map contact records to multi-tiered company pipelines, standardizing object properties and data integrity.
n8n Workflows
Build automated pipelines connecting external REST APIs, webhooks, and AI nodes using open-source n8n tools.
Make.com Patterns
Design Make.com automation blueprints utilizing arrays, iterators, routing branches, and API error catch routes.
Technical SEO Fundamentals
Crawlability, indexation, Core Web Vitals, robots.txt, canonical tags, and site architecture — the engineering layer that makes pages eligible to rank.
Keyword Research Framework
Search intent types, keyword difficulty, long-tail strategy, and clustering keywords by topic to avoid cannibalization.
Content Marketing Strategy
Topic clusters, pillar pages, funnel-stage content mapping, content calendars, and distribution planning.
Marketing Attribution Models
First-touch, last-touch, linear, time-decay, and data-driven attribution — and why GA4 and ad platforms report different numbers.
Email Marketing Automation
Drip campaigns vs. behavioral triggers, segmentation, and SPF/DKIM/DMARC deliverability fundamentals.
Lead Scoring Models
Explicit vs. implicit scoring, MQL/SQL thresholds, and how score feeds lifecycle-stage automation.
Google Ads Campaign Structure
Account hierarchy, keyword match types, Smart Bidding strategies, and Quality Score mechanics.
Programmatic SEO
Templated page generation at scale, data-driven landing pages, thin content risk, and real pSEO case studies.
Conversion Rate Optimization (CRO)
The CRO research-to-test process, heatmaps and session recordings, hypothesis-driven testing, and common friction points.
Marketing Mix Modeling (MMM)
Statistical, privacy-safe channel effectiveness measurement — adstock and saturation curves, and MMM vs. multi-touch attribution.
Customer Data Platforms (CDP)
What a CDP is, how it differs from a CRM and DMP, and how identity resolution unifies customer data across systems.
UTM Parameters & Campaign Tracking
How UTM parameters work, naming convention governance, and how they populate GA4 traffic-source data.
A/B Testing & Statistical Significance
Null hypothesis, p-values, statistical power, sample size calculation, and the peeking and multiple-comparisons pitfalls.
MarTech Stack Architecture
How to architect a MarTech stack as a system of data-flow layers, plus build vs. buy decisions.
Zapier Automation Patterns
Triggers, actions, multi-step zaps, filters and paths, and Zapier vs. Make vs. n8n tradeoffs.
Looker Studio Dashboards
Blending data sources, calculated fields, connecting BigQuery, and dashboard design principles for stakeholder reporting.
Schema Markup & Structured Data
JSON-LD, key schema.org types, and how structured data earns rich snippets in search results.
Facebook Ads Pixel & Tracking
Pixel base code and standard events, how the Conversions API works alongside the Pixel, and iOS 14.5's impact on tracking.
Marketing Analytics & KPIs
CAC, LTV, LTV:CAC ratio, payback period, and marketing efficiency ratio (MER) — vanity metrics vs. actionable metrics.
API Integrations for MarTech
REST API basics for marketers, OAuth2 and API key authentication, webhooks vs. polling, and rate limits explained.