Marketing & SEO

Why PPC teams are becoming data teams

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The modern PPC team has evolved from media buyers to a hybrid of marketing, data, and product roles, emphasizing capabilities in infrastructure, signal design, analysis, and experimentation. Key roles include Data Engineers who build data pipelines, Tracking Architects who protect data integrity, Data Analysts who interpret complex data sets, and CRO Leads who optimize conversion rates across the customer journey. Mastering these areas allows teams to leverage AI effectively for better performance and signal quality in PPC campaigns.

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