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

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Acquisition

Acquisition in growth marketing refers to adding new customers or users from various sources

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Active User

An active user is someone who uses your product or services regularly and in a meaningful way

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Agile Marketing

Agile marketing is defined as using data and analytics to continuously adapt, solve, and prov

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App Stickiness

App stickiness determines how often your users come back to your app and perform an action. S

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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

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B

B2B

B2B is short for business to business. It refers to the selling of products and services by a

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B2C

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

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Behavioral Analytics

Behavior analytics is a data-driven approach to tracking, predicting, and leveraging users’

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Bounce Rate

Often used in web traffic analysis, the bounce rate is the total percentage of single visits

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C

Call-to-action

Call-to-action, abbreviated as CTA, is an action prompt on a webpage, email, ad, push notific

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Churn Rate

Churn rate, also known as the attrition rate, is the total percentage of your customers or su

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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

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Cohort Analysis

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Control Group

In any scientific experiment, scientists form two groups to conduct their experiment.

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Cost Per Acquisition

Cost per acquisition, also known as cost per conversion, is a growth marketing metric that me

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Custom Opt-in

Custom opt-ins, also known as 2-step opt-ins, are triggered when the browser prompts to seek

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D

Daily Active User

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

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Direct Traffic

Direct traffic is the amount of web traffic you receive from users who visit your website thr

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E

Email Marketing

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

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Email Marketing Automation

Email marketing automation is referred to as automating the processes and actions that involv

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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

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G

Growth Marketing

Growth marketing is a data-driven approach of designing and conducting experiments on focus a

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I

In-App Messages

In-app messaging are messages that are designed to be displayed to your mobile app users whil

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L

Lifetime Value (LTV)

Lifetime Value (LTV), or Customer Lifetime Value (CLTV) or, also called Lifetime Customer Val

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Likelihood to Purchase

The likelihood to purchase indicates the high probability of some visitors who are more likel

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M

Middle of the Funnel

Middle-of-the-funnel refers to marketing activities that are carried out to align the product

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Multichannel Marketing

Multichannel marketing is done when companies interact with their customers using multiple ch

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N

Native Opt-in

Native opt-ins are triggered when the browser displays the prompt to seek permission from the

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Net Promoter Score

Net promoter score is a simplified index that is used as a proxy for understanding customer e

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Next Best Channel

The next best channel is a predictive segmentation technique that determines the best channel

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O

One-to-one Personalization

One-to-one personalization or personalized marketing is a marketing strategy that uses data t

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Organic Traffic

Organic traffic is those visitors that land on your website from unpaid sources, aka essentia

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OTT

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

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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

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Personalization

Personalization in marketing requires meeting customers’ needs and catering to their intere

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Predictive Segmentation

Predictive segmentation is a technique used in marketing to identify and create customer segm

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Q

Qualified Lead

A qualified lead is a potential customer in the future, based on certain fixed criteria of yo

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Quality Score

Quality score is a metric used by Ad platforms like Google and Bing that influences an ad’s

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R

Referral Traffic

Referral traffic signifies the users who have come to your website from sources outside of se

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Remarketing

Remarketing (or retargeting) is the marketing technique of serving targeted ads to people who

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Retention Rate

Retention rate is the percentage of customers who come back to your app/website in order to p

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S

Segmentation

Segmentation is the process of dividing potential customers into groups based on similar inte

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Social Proof

It is the physiological phenomenon of looking forward to or copying other people’s behavior

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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

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Triggered Email

These are emails that are sent automatically after certain conditions or events are triggered

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U

Unique Visitor

A unique visitor is a term used in marketing analytics which refers to a person who has visit

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Urgency

It is the use of triggers or scarcity techniques to influence your visitors to act sooner. Ur

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User Engagement

User engagement or customer engagement is basically assessing an individual’s response to a

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V

Value Proposition

The value proposition in marketing can basically be a feature, service or innovation that mak

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Video Marketing

Video marketing is simply using videos to promote your brand, products or services. There are

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Voice Push

Voice push is an emerging push notification channel and is mostly used in voice devices like

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W

Web Analytics

Web analytics is the process of analyzing the behavior of visitors on a website. It enables t

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Web Browser

A web browser is a software program that users can utilize to locate, access, and display web

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Web Personalization

Personalization can be defined as the process of delivering tailored experiences to individua

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Web Push Notification

Web push notifications are actionable messages that are sent to visitors’ devices via a web

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Webhooks

Webhooks are ways of augmenting or changing the behavior of web pages with customized callbac

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Workflow

Workflows in marketing are a series of automated actions triggered based on customers’ beha

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