Digital Marketing Engineering is a liaison between Marketing and IT. Using in-depth knowledge of both worlds makes achieving marketing business goals extremely efficient and effective at the same time.
For example, the setup of a classic retargeting requires 2-3 people:
The software developer, who is responsible for the data provisioning on the website, which is the technical basis of the retargeting
The web analyst, who sets up the data flow between the provisioned data and the advertising platform
The performance marketing manager, who finally manages the retargeting ads
Depending on the digital marketing maturity of a company there might be little to no mutual understanding for each other’s expertise. This leads to a high investment of time to coordinating each other as well as testing and debugging each other’s work.
A digital marketing engineer, on the other hand, can handle all above listed tasks by her or himself, saving the time it takes for a group of people to coordinate and brief each other on their individual requirements.
Implementation of an Enhanced Ecommerce Tracking for Universal Analytics or Google Analytics 4 (GA4)
Installation of a complete setup that meets the requirements of popular Ad- or MarTech providers – e.g. tags for dynamic remarketing with Criteo OneTag, Facebook Pixel, Google Ads, Microsoft UET, etc.
Stream consolidation with the help of server-side tagging
Google Universal Analytics
Google Analytics 4 (GA4)
Google Data Studio
Development of a Digital Marketing & Measurement Model (DMMM) for your business
Applying the Lean Analytics cycle to improve parts of your business
Page Speed Optimization
Building (inter)connected graphs of structured data based on Schema.org
Enrich the existing schema output of schema WordPress plugins like “Yoast SEO” to add new properties to existing schema types, or to even add new schema types, e.g. “Thing > Person” on one of my projects.
Usage of synergy effects between schema output and web analytics to reduce DOM size and computing time