Glossary

A knowledge hub for digital marketers.

A

App Uninstall Rate

App uninstall rate refers to the percentage of users who uninstall the app within a specified time.

Learn more

Application Programming Interface

An Application Programming Interface is a computing interface used to define multiple applications.

Learn more

B

C

Conversion Rate

Conversion refers to the desired action that a company wants a customer to take on their website or landing page, such as filling out a form, making a purchase, or signing up for a newsletter. The percentage of visitors who take this desired action is known as the conversion rate.

Learn more

CRM

A Customer Relationship Management (CRM) is a tool, software, or platform that helps you effectively manage relationships and preferences with customers and potential customers. The goal of CRM software is simple: to improve business relationships. 

Learn more

Cross-channel Messaging

When a brand sends customer communications using more than one messaging channel in a coordinated way, it’s called cross-channel messaging.

Learn more

Cross-selling

Cross-selling is a marketing technique to boost revenues and your average order value per session by suggesting a supplementary product that the customer can purchase along with the product that has been shown interest.

Learn more

Customer Acquisition Cost (CAC)

Customer Acquisition Cost (CAC) is the total expenses incurred to acquire a new customer.

Learn more

Customer Behavior

Customer behavior refers to any action a customer takes related to your brand by engaging with marketing campaigns across channels.

Learn more

Customer Engagement

Customer engagement refers to your customer's interactions with your brand across different channels, whether online or in person.

Learn more

Customer Journey

The customer journey refers to the complete sum of experiences and interactions that a customer goes through when engaging with a particular brand or company.

Learn more

Customer Journey Map

The customer journey map guides marketers through the stages, touchpoints, and emotions that define a customer's interactions from the first point of contact to long-lasting loyalty.

Learn more

Customer Permissions

Customer permissions are requests that brands make from members of their audience in connection to the website or mobile device for access to personal information, device access, and more. 

Learn more

D

Deep Linking

Deep linking is the concept of sending a message with a targeted piece of content on your website or mobile app that automatically sends your users to a specific section of the website or app when clicked. 

Learn more

E

Email Deliverability

The ability to deliver emails to your subscribers’ inboxes determines email deliverability.

Learn more

F

Frequency Capping

Frequency capping is an automated limit or cap on messages you set to ensure your customers don’t receive an absurd or annoying number of communications in a stipulated period.

Learn more

G

Geofencing

Geofencing is a type of location-based marketing that targets people when they enter, leave, or dwell within a certain physical location. 

Learn more

I

L

Lifecycle Marketing

Lifecycle marketing is a strategic approach to marketing that focuses on engaging and nurturing customers throughout the entire customer journey.

Learn more

M

Marketing Automation

Marketing automation is the use of technology to automate and amplify work carried out by marketers seeking to reach their customers across different communication channels.

Learn more

Middle of the Funnel

Middle-of-the-funnel refers to marketing activities that are carried out to align the products and services with the visitors' problems and needs. Users who are in the MOFU are already in touch with your brand for nurturing.

Learn more

Mobile Marketing

Mobile marketing allows marketers to communicate with their audiences in responsive, individually customized ways, allowing for deeper customer/brand relationships than ever before.

Learn more

N

Native Opt-in

Native opt-ins are triggered when the browser displays the prompt to seek permission from the user without any context.

Learn more

Net Promoter Score

Net promoter score is a simplified index that is used as a proxy for understanding customer experience, satisfaction, and loyalty. It’s usually a range from 0-10 and customers are asked to share their feedback by giving appropriate scores.

Learn more

Next Best Channel

The next best channel is a predictive segmentation technique that determines the best channel branch among the given channels in the user-journey according to the past behavior of the user.

Learn more

O

One-to-One Personalization

One-to-one personalization or personalized marketing is a marketing strategy that uses data to deliver highly individualized messages and offers to current or future customers

Learn more

Opt-in / Opt-out

An opt-in is a request that a brand makes from its customers in connection to the website or mobile device for access to personal information, device access, and more.

Learn more

OTT

OTT stands for over-the-top. OTT is basically streaming media services offered directly to viewers over the Internet.

Learn more

P

Predictive Analytics

Predictive analytics uses historical data, statistical algorithms, and machine learning techniques to predict the likelihood of future outcomes.

Learn more

Push Notification

A push notification or a push message is a brief, attention-grabbing message sent directly to a user’s screen, whether on a desktop computer, smartphone, tablet, or wearable device.

Learn more

Q

R

Relationship Marketing

Relationship marketing focuses on building, nurturing, and maintaining mutually beneficial customer-brand relationships over the long haul.

Learn more

Retargeting

Retargeting is a concept of reminder messaging where the marketer targets the customer through a different channel if there is no engagement to the initial action.

Learn more

Rich Push Notifications

Rich push notifications are pushed notifications that include rich elements like an image, GIF, sounds, video, in-message experience, and simple text. 

Learn more

S

SMS Campaign

An SMS campaign is a targeted marketing strategy that involves sending promotional or informational messages to a group of recipients via Short Message Service (SMS). 

Learn more

Software Development Kit (SDK)

A software development kit (SDK) is a code (written by a third party) that can be added to existing mobile or desktop apps to supplement their basic functionalities.

Learn more

Sunsetting

Sunsetting is the process of identifying and ceasing to send messages to disengaged users.

Learn more

T

U

Upselling

Upselling is a sales and marketing strategy where brands subtly try to persuade the customer to purchase a more expensive product by showing value in the recommended product.

Learn more

User Profile

A user profile is a collection of demographic information and behavioral data about a particular user.

Learn more

V

W

Web Message

Web message is a communication channel where the brand reaches its website, and viewers, via their browser, whether on the desktop or through the mobile web.

Learn more

Webhooks

Webhooks are ways of augmenting or changing the behavior of web pages with customized callbacks. These callbacks can be used by third-party users and developers who are not related to the original website.

Learn more