Glossary

A knowledge hub for digital marketers.

A

A/B Testing

A/B testing is the process of comparing two or more variants of a web page, a message, or any element to determine which variant performs better against a given conversion goal.

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Acquisition

Acquisition in growth marketing refers to adding new customers or users from various sources to a website or a mobile app.

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Active User

An active user is someone who uses your product or services regularly and in a meaningful way during a specified time period.

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Agile Marketing

Agile marketing is defined as using data and analytics to continuously adapt, solve, and provide solutions to problems in real-time.

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App Stickiness

App stickiness determines how often your users come back to your app and perform an action. Stickiness in mobile app marketing means how memorable, useful, and habit-forming an app is for any given user.

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Average Order Value

AOV is the measure of the average total value of orders placed by each customer over a given period of time.

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Average Order Value Uplift

Average order value is defined as the total value of the orders divided by the number of orders. If you are running personalization campaigns in industries like e-commerce, you would want to know how much extra value was created due to personalization, in terms of the actual order value.

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B

B2B

B2B is short for business to business. It refers to the selling of products and services by a business to other businesses. It is the exchange of products, services, or even information between businesses instead of businesses and consumers. 

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B2C

B2C is short for business to consumer. It refers to the selling of products and services by a business directly to the end consumer.

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Behavioral Analytics

Behavior analytics is a data-driven approach to tracking, predicting, and leveraging users’ behavior data within a digital product. It gives insights into the actions that users take such as clicks, slides, time spent, etc. within a product.

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Bounce Rate

Often used in web traffic analysis, the bounce rate is the total percentage of single visits to a webpage at any given time. The bounce rate occurs when a user lands on a particular web page from a source and immediately leaves the website without navigating to other web pages.

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C

Call-to-action

Call-to-action, abbreviated as CTA, is an action prompt on a webpage, email, ad, push notification, or any other assets that urge a user to take a specified action.

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Churn Rate

Churn rate, also known as the attrition rate, is the total percentage of your customers or subscribers who completely stop paying for your product or service.

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Click-Through Rate

A click-through rate (CTR) is defined as the ratio of total number clicks to the total number of impressions on an email or a mobile advertising campaign.

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Cohort Analysis

Cohort analysis is an analytical method that focuses on analyzing the behavioral data of a particular group of users over time, and uncovers insights about the experiences of those users, in order to guide companies on how to improve those experiences.

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Control Group

Control Group is a group of subjects that are isolated, shielded, and do not go through any variable changes during the test.

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Conversion Rate Uplift

Conversion rate is defined as the total number of conversions divided by the number of visitors. In A/B tests, you have an existing version called the control group and the personalization is a variation of it. Conversion rate uplift is the change (increase or decrease) in the conversion rate of the personalization version over the control group and is usually expressed as a percentage. 

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Cost Per Acquisition

Cost per acquisition, also known as cost per conversion, is a growth marketing metric that measures the aggregate cost of a user taking an action that leads to a conversion.

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Custom Opt-in

Custom opt-ins personalize the appearance with their brand elements and explain the value of receiving web push notifications. It directly conveys why a user should opt-in to receive web push notifications.

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D

Daily Active User

DAU is the percentage of users who take a particular action within your app.

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Direct Traffic

Direct traffic is the amount of web traffic you receive from users who visit your website through a URL directly from their browsers.

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E

Email Marketing

Email marketing is the use of email as a channel of communication to promote your business.

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Email Marketing Automation

Email marketing automation is referred to as automating the processes and actions that involve email marketing, using a set of email-specific automation tools and resources. Unlike newsletters that are sent one-off, these emails are sent out automatically based on the user triggers and scheduled email drips.

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F

Funnel Analysis

A chronological series of user actions either on the web or an app that leads to an end goal is defined as funnels and the study of these funnels is known as funnel analysis.

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G

Growth Marketing

Growth marketing is a data-driven approach of designing and conducting experiments on focus areas to optimize and improve critical metrics.

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I

In-App Messages

In-app messaging are messages that are designed to be displayed to your mobile app users while they are inside and actively using your app. In-app messages allow mobile marketers to send real-time and personalized messages to help engage, retain, and upsell new products to users.

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Incremental Conversions

Incremental conversions metric gives you the net conversions that came from personalization, over and above the control group conversion value.

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Incremental Revenue

Incremental revenue is a metric used for tracking A/B testing campaigns. In A/B tests, you have an existing version called the control group and the personalization is a variation of it.

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L

Lifetime Value (LTV)

Customer lifetime value can be defined as the monetary value of a customer relationship, based on the present value of the projected future purchases of the shopper.

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Likelihood to Purchase

The likelihood to purchase indicates the high probability of some visitors who are more likely to make a purchase within an expected time frame.

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M

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.

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Multichannel Marketing

Multichannel marketing is done when companies interact with their customers using multiple channels in order to sell their products and services.

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N

Native Opt-in

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

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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.

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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.

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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

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Organic Traffic

Organic traffic is those visitors that land on your website from unpaid sources, aka essentially free traffic. Organic sources here include search engines like Google, Yahoo, or Bing.

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OTT

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

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P

Page View

A page is viewed when a page of your website is loaded by the browser. It is also defined as the number of views a website or a webpage gets over a period of time.

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Personalization

Personalization in marketing requires meeting customers’ needs and catering to their interests effectively and efficiently. This implies creating seamless and faster interactions to increase customer satisfaction and improve conversions.

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Predictive Segmentation

Predictive segmentation is a technique used in marketing to identify and create customer segments based on the high probability of occurrences of certain behaviors, events or conditions in the future. It is typically powered by artificial intelligence and machine learning technology and is automated.

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Q

Qualified Lead

A qualified lead is a potential customer in the future, based on certain fixed criteria of your business requirements. Only willing leads are classified as qualified leads, meaning the information provided by the lead is given willingly and freely.

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Quality Score

Quality score is a metric used by Ad platforms like Google and Bing that influences an ad’s rank and its cost-per-click. A high-quality score makes sure that the ad is shown above the other ads with a lower quality score, provided that both have the same bid.

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R

Referral Traffic

Referral traffic signifies the users who have come to your website from sources outside of search engines. From sites where you have to say or sell and typically post a link recommending your site.

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Remarketing

Remarketing (or retargeting) is the marketing technique of serving targeted ads to people who have already visited or taken some action on your website. Marketers typically do remarketing with the aid of technology, like using a javascript tag or pixel to place a cookie in a user’s browser.

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Retention Rate

Retention rate is the percentage of customers who come back to your app/website in order to perform a certain action such as making a purchase.

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Revenue From Clicks

Revenue from clicks provides the total revenue generated from your personalization campaigns.

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S

Sales From Clicks

Sales from clicks gives you the total sales generated from your personalization campaigns and is usually expressed in gross sales value figures.

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Segmentation

Segmentation is the process of dividing potential customers into groups based on similar interests or characteristics. Market segmentation helps marketers better under their customers and adapt their messages accordingly.

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Significance

Expressed as a percentage, significance shows whether a campaign or personalization is reliable to take an action depending on the impressions or uplift.

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Social Proof

It is the physiological phenomenon of looking forward to or copying other people’s behavior before taking any action in a given situation. Social proof is a very important factor to help people arrive at a decision in ambiguous or complex situations.

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T

Top of the Funnel

Top of the funnel refers to the marketing activities carried out to create awareness about a brand or product. It is part of the theoretical customer journey also called a “purchase journey.”

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Triggered Email

Triggered email is seen as part of the overall marketing automation process called “behavioral marketing automation”.

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U

Unique Visitor

A unique visitor is a term used in marketing analytics which refers to a person who has visited the website at least once and is counted only once in the reporting time period.

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Urgency

It is the use of triggers or scarcity techniques to influence your visitors to act sooner. Urgency techniques in marketing create a psychological trigger by relating to human loss-aversion or fear-of-missing-out (FOMO).

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User Engagement

User engagement or customer engagement is basically assessing an individual’s response to a digital offering: a service, a product or a website. User engagement is important because highly engaged users are the ones who are likely to try, buy or share feedback about the product or service.

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V

Value Proposition

The value proposition in marketing can basically be a feature, service or innovation that makes the company or product attractive to its customers.

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Video Marketing

Video marketing is simply using videos to promote your brand, products or services. There are several ways videos can be used in marketing, like brand videos, product videos, customer testimonials, live videos, explanatory how-to videos, corporate training videos, viral videos, and more.

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Voice Push

Voice push is an emerging push notification channel and is mostly used in voice devices like Amazon’s Alexa and Google Home devices. Voice push notifications are integrated into voice applications and like the other push notification channels, they do not require a particular voice application to be open on the device for the message to be received by the end-user.

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W

Web Analytics

Web analytics is the process of analyzing the behavior of visitors on a website. It enables the website owners to attract more users, acquire better quality users, convert or retain customers, and increase the dollar value each customer spends.

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Web Browser

A web browser is a software program that users can utilize to locate, access, and display web pages. Most modern browsers can display the content created by using languages like HTML, XML, and can translate websites delivered by using security protocols like Hypertext Transfer Protocol (HTTP), HTTPS, FTP into human-readable content.

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Web Personalization

Personalization can be defined as the process of delivering tailored experiences to individual visitors based on their needs and unique preferences. This differs from delivering a uniform experience to all your visitors. Web personalization refers to personalization carried out for websites.

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Web Push Notification

Web push notifications are actionable messages that are sent to visitors’ devices via a website. These messages are highly contextual, timely, and personalized, best used to engage, re-engage, and retain website visitors.

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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.

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Workflow

Workflows in marketing are a series of automated actions triggered based on customers’ behaviors, events or contact information. Its foundation is the journey, which is the communication plan you design.

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