** Monday #SQL / Wednesday #dbmarketing with @edhallen

On Monday, we’re going to learn about SQL. “What’s SQL?”, you ask. Well, according to this website I just learned about called Wikipedia  “SQL (/ˈɛs kjuː ˈɛl/ ”S-Q-L”[4], sometimes pronounced /ˈsiːkwəl/ ”sequel”; Structured Query Language[5][6][7][8]) is a special-purpose programming language designed for managing data held in a relational database management system(RDBMS).”

Great, well why should you care about it?

Recently, I discovered this blog post from the former CMO of MOZ, Jamie Steven (@jamies) entitled “Every Marketer Should Be Technical”. Please read it.

Every Marketer Should Be Technical

You’ll notice a lot of things, we’ve talked about this quarter and some other things we have not yet, but one of the things you will notice is the first skill listed in this graphic is “databases and sql”.

Technical Mktg Blog Post_026

The importance of SQL was brought up to me again by other digital marketers I’ve spoken to over the last year. Many of them told me that the ability to do their own SQL queries would definitely get an entry level candidate noticed.

Don’t believe me? Read this:

Why Learning SQL Will Change Your Life

And this:

Why Every Startup Marketer Needs to Know SQL

And since I like the online certification courses so much, go to W3 Schools and get through the SQL Basic Tutorial (“SQL Home” to “SQL Injection”). Honestly, it won’t take you very long.

W3 Schools – SQL Tutorial

For Monday’s blog, write about companies that you have discovered that use SQL in their marketing and why you think it would be a beneficial skill to master.

To continue our data-based (see what I did there) discussion,  on Wednesday we will look at what companies do with their data.

(If you’re wondering why this is in the Digital Marketing course, my theory is you can’t use data without computers and computers are digital.)

The first article is a short white paper from Forrester about how we can use data for personalized marketing.

Use Customer Analytics To Get Personal

How can that data be used? Well, maybe Orbitz will try to scam you for a couple extra bucks based on the computer you use.

On Orbitz, Mac Users Steered to Pricier Hotels – WSJ.com

Or maybe, Target wants to figure out if you’re pregnant. (Don’t buy candles, ever!)

How Companies Learn Your Secrets – NYTimes.com

Some companies have data they’re not sure what to do with.

Print – At Starbucks, Data Pours In. But What to Do With It

My favorite use of data is for predictive modeling, like Hollywood is doing now.

Using Analytics to Predict Hollywood Blockbusters – Scott Schlesinger – Harvard Business Review

But honestly, the most interesting use of database marketing of the last couple of years has been in the Obama re-election campaign. These two articles talk about what we as marketers can learn from their efforts.

Obama Wins: How Chicago’s Data-Driven Campaign Triumphed | TIME.com

Obama’s ‘Big Data’ Victory – WSJ.com

And if you want to get super deep about the campaign, check out this #longread from The Atlantic, but you don’t have to read it like the other ones. (But, it’s still pretty cool.)

When the Nerds Go Marching In – Technology – The Atlantic

We’ll be joined by Ed Hallen from Klaviyo. I met him over Thanksgiving in PDX. (He’s my  wife’s cousin’s husband’s sister’s boyfriend. Smart guy, and it turns out he graduated from UVa a few years after me. )

Here’e a great blog post about work that they did for an online pet store.

How Klaviyo Helped Dogglyloot “Fetch” Its Abandoned Carts

Have a great weekend!



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One Response to ** Monday #SQL / Wednesday #dbmarketing with @edhallen

  1. natad23 says:

    I love how we will be talking about SQL.

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