Marketing is not what marketing used to be. In the last 4 years marketing has shifted from Agency, demographics, target marketing and block and tackle product management/marketing to a Digital Monster. To survive and then maybe succeed, you have to understand how 75% of marketing has shifted to technical automation, behavior modelling, and the systems that track and help control the behavior, and then the monetization engines required for today's marketing. It is not just a website anymore or analytics.