To create an effective DMP, a business first needs to review the marketplace and set 'SMART' (Specific, Measurable, Actionable, Relevant and Time-Bound) objectives.[60] They can set SMART objectives by reviewing the current benchmarks and key performance indicators (KPIs) of the company and competitors. It is pertinent that the analytics used for the KPIs be customised to the type, objectives, mission and vision of the company.[61][62]

Placements — Choosing this you can target people that visit specific websites. Let’s say that you sell Macbook Pro Accessories and know your potential customers read You can tell Adwords to show ads only on this website. To make the targeting even better you can combine Targeting Preferences. What this means is that I can show ads to people who read and read articles that contain the keyword “Macbook Pro Accessories”.

Digital marketing does not work in a silo. It operates in an environment wherein a variety of specific components function in an interconnected and interdependent way. Be it data mining, link building, customer resource management, or landing page conversion, every aspect of these domains speaks volumes about the strength of digital marketing as a career. 
Since then, many readers, students and not, have reached out and asked about how they can learn digital marketing. It’s a field that’s been ravaged by spammy information and bad ebooks, and it’s difficult to know where to start and what’s worth learning. I’ve been giving out some form of this advice for the last two years, so I figured it would make sense to organize it and provide it here, for anyone motivated enough to follow it.