Glossary
A knowledge hub for digital marketers.
A knowledge hub for digital marketers.
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.
Learn moreAcquisition in growth marketing refers to adding new customers or users from various sources to a website or a mobile app.
Learn moreAn active user is someone who uses your product or services regularly and in a meaningful way during a specified time period.
Learn moreAgile marketing is a methodology built as a result of the constant change and dynamics of marketing thanks to modern tech.
Learn moreApp 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.
Learn moreApp uninstall rate refers to the percentage of users who uninstall the app within a specified time.
Learn moreAn Application Programming Interface is a computing interface used to define multiple applications.
Learn moreAOV is the measure of the average total value of orders placed by each customer over a given period of time.
Learn moreAverage 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.
Learn moreB2B 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.
Learn moreB2C is short for business to consumer. It refers to the selling of products and services by a business directly to the end consumer.
Learn moreBehavior 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.
Learn moreOften 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.
Learn moreCall-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.
Learn moreChurn 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.
Learn moreA 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.
Learn moreCohort 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.
Learn moreControl Group is a group of subjects that are isolated, shielded, and do not go through any variable changes during the test.
Learn moreConversion 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 moreConversion 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.
Learn moreCost 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.
Learn moreA 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 moreWhen a brand sends customer communications using more than one messaging channel in a coordinated way, it’s called cross-channel messaging.
Learn moreCross-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 moreCustom 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.
Learn moreCustomer Acquisition Cost (CAC) is the total expenses incurred to acquire a new customer.
Learn moreCustomer behavior refers to any action a customer takes related to your brand by engaging with marketing campaigns across channels.
Learn moreCustomer engagement refers to your customer's interactions with your brand across different channels, whether online or in person.
Learn moreThe 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 moreThe 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 moreCustomer 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 moreDAU is the percentage of users who take a particular action within your app.
Learn moreDeep 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 moreDirect traffic is the amount of web traffic you receive from users who visit your website through a URL directly from their browsers.
Learn moreThe ability to deliver emails to your subscribers’ inboxes determines email deliverability.
Learn moreEmail marketing is the use of email as a channel of communication to promote your business.
Learn moreEmail 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.
Learn moreFrequency 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 moreA 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.
Learn moreGeofencing is a type of location-based marketing that targets people when they enter, leave, or dwell within a certain physical location.
Learn moreGrowth marketing is a data-driven approach of designing and conducting experiments on focus areas to optimize and improve critical metrics.
Learn moreIn-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.
Learn moreIncremental conversions metric gives you the net conversions that came from personalization, over and above the control group conversion value.
Learn moreIncremental 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.
Learn moreLifecycle marketing is a strategic approach to marketing that focuses on engaging and nurturing customers throughout the entire customer journey.
Learn moreLifetime value is a forward-looking metric considering the revenue generated by a customer's repeated purchases, plus factors such as loyalty, engagement, and referrals.
Learn moreThe likelihood to purchase indicates the high probability of some visitors who are more likely to make a purchase within an expected time frame.
Learn moreMarketing 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 moreMiddle-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 moreMobile marketing allows marketers to communicate with their audiences in responsive, individually customized ways, allowing for deeper customer/brand relationships than ever before.
Learn moreMultichannel marketing is done when companies interact with their customers using multiple channels in order to sell their products and services.
Learn moreNative opt-ins are triggered when the browser displays the prompt to seek permission from the user without any context.
Learn moreNet 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 moreThe 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 moreOne-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 moreAn 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 moreOrganic 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.
Learn moreOTT stands for over-the-top. OTT is basically streaming media services offered directly to viewers over the Internet.
Learn moreA 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.
Learn morePersonalization 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.
Learn morePredictive analytics uses historical data, statistical algorithms, and machine learning techniques to predict the likelihood of future outcomes.
Learn morePredictive 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.
Learn moreA 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 moreA 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.
Learn moreQuality 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.
Learn moreReferral 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.
Learn moreRelationship marketing focuses on building, nurturing, and maintaining mutually beneficial customer-brand relationships over the long haul.
Learn moreRemarketing (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.
Learn moreRetargeting 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 moreRetention 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.
Learn moreRevenue from clicks provides the total revenue generated from your personalization campaigns.
Learn moreRich push notifications are pushed notifications that include rich elements like an image, GIF, sounds, video, in-message experience, and simple text.
Learn moreSales from clicks gives you the total sales generated from your personalization campaigns and is usually expressed in gross sales value figures.
Learn moreSegmentation is the process of dividing potential customers into groups based on similar interests or characteristics. It helps marketers better under their customers and adapt their messages accordingly.
Learn moreExpressed as a percentage, significance shows whether a campaign or personalization is reliable to take an action depending on the impressions or uplift.
Learn moreAn 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 moreIt 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.
Learn moreA 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 moreSunsetting is the process of identifying and ceasing to send messages to disengaged users.
Learn moreTop 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.”
Learn moreTriggered email is seen as part of the overall marketing automation process called “behavioral marketing automation”.
Learn moreA 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.
Learn moreUpselling 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 moreIt 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).
Learn moreUser 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.
Learn moreA user profile is a collection of demographic information and behavioral data about a particular user.
Learn moreThe value proposition in marketing can basically be a feature, service or innovation that makes the company or product attractive to its customers.
Learn moreVideo 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.
Learn moreVoice 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.
Learn moreWeb 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.
Learn moreA 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.
Learn moreWeb 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 morePersonalization 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.
Learn moreWeb 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.
Learn moreWebhooks 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 moreWorkflows 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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