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 moreAgent to Human Handoff empowers you to move a conversation from your AI agent to a live team member when a user needs nuanced help, such as for a disputed transaction or a request to "speak with a human."
Learn moreAgentic workflows let you automate complex tasks and entire customer journeys using autonomous AI agents that make decisions, adapt to changing conditions, and continuously optimize each step without your constant input.
Learn moreAgile marketing is a methodology built as a result of the constant change and dynamics of marketing thanks to modern tech.
Learn moreAI Intent Recognition identifies the true purpose behind a customer’s message, whether typed or spoken, allowing digital assistants or campaigns to respond appropriately.
Learn moreAn AI marketing engine automatically analyzes your customer data and empowers your brand to deliver real-time, personalized campaigns with minimal manual setup.
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 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 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 moreA complexity threshold is the point where an automated marketing workflow, such as a personalized email campaign, becomes too intricate for basic automation and needs advanced AI logic or manual oversight.
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 moreCross-channel messaging is the practice of coordinating communications across multiple channels, such as email, SMS, push notifications, in-app messages, and WhatsApp to reach your audience consistently across devices and touchpoints.
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 the actions and decisions customers take while interacting with a brand. This includes activities such as opening a promotional email, browsing products, clicking ads, adding items to a cart, or abandoning a purchase.
Learn moreCustomer engagement is the ongoing interaction between people and your brand across channels, whether online, in apps, on social media, or in person.
Learn moreA customer journey map is a visual guide that shows the full experience a customer has with your brand across every touchpoint, from first discovering you to becoming a loyal advocate.
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 moreEmail deliverability refers to your ability to place marketing messages in subscribers’ primary inboxes, rather than in spam or junk folders.
Learn moreEmail marketing automation is the process of automating email marketing actions using specialized tools and resources.
Learn moreFrequency capping is an automated limit that controls how many times your users receive messages in a set period, across a campaign, channel, or your whole brand, to prevent annoyance or message fatigue.
Learn moreGeofencing is a location-based marketing technique that triggers messages, such as push notifications or texts, when a person’s mobile device enters, exits, or stays within a defined geographic area.
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 personalization means making every interaction inside your app feel uniquely tailored for each user based on live data, such as their purchase history, behavior, or preferences.
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 moreAn Insight Agent is an AI-powered assistant that delivers instant, actionable marketing analytics and answers through a conversational interface, eliminating the need for manual data analysis.
Learn moreLifecycle marketing is a strategic approach that delivers personalized messages and campaigns to customers at every stage of their journey with your brand.
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 streamline repetitive, cross-channel marketing tasks like sending segmented emails, scheduling social posts, or triggering in-app messages, so you can reach customers efficiently and consistently.
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 the strategy of engaging customers across multiple independent channels, such as email, SMS, social media, messaging apps, print, and more, to create a consistent brand presence.
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 is the practice of tailoring experiences, messages, or offers to individual customers based on their behaviors, preferences, and needs across all channels.
Learn morePredictive analytics leverages historical and current data, statistical models, and machine learning to forecast future behavior and outcomes.
Learn morePredictive segmentation uses AI to group customers by likely future actions. Learn its uses, benefits, and how it compares to other segmentation types
Learn moreA push notification, or push message, is a short, attention-grabbing alert sent directly to a user’s device, whether a smartphone, tablet, desktop, or wearable.
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 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 in which you send promotional or informational messages to a group of recipients via the Short Message Service (SMS).
Learn moreSocial proof helps potential buyers make decisions by showing them how others engage with a product or service.
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 moreSegmentation enables you to divide your contacts or customers into dynamic groups based on shared characteristics, behaviors, or interests, allowing you to run targeted campaigns for each audience.
Learn moreA task-oriented AI agent is an autonomous system designed to analyze customer data, make decisions, and complete specialized tasks for you in marketing or support workflows, such as automatically recommending products to shoppers based on browsing behavior or resolving support queries in real time.
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 delivers spoken alerts or messages to smart speakers and voice-enabled devices, such as Amazon Alexa or Google Home, allowing customers to receive updates even when they are not looking at a screen.
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 personalization is the practice of creating unique experiences for each website visitor based on their behavior, preferences, and context, rather than showing the same content to everyone.
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 moreAutonomous agents are AI systems designed to operate independently, making decisions and taking actions without waiting for step-by-step human input.
Learn moreIn-app messages are targeted alerts, banners, or pop-ups shown directly within your mobile app while customers are actively using it
Learn moreA customer journey is the complete set of experiences and interactions a person has with a brand, from the very first moment of awareness to post-purchase and advocacy.
Learn moreA headless AI agent is an artificial intelligence system that runs entirely in the background, with no screens, no chat windows, and no direct user interface.
Learn moreA multi-agent system enables you to solve larger problems by assigning different tasks to a team of AI agents, each working independently but communicating in real time.
Learn moreA Personalization Management System (PMS) is an integrated software solution that empowers you to tailor messaging, content, and experiences for individual users based on their data, behavior, and preferences, often across multiple channels, in real time.
Learn moreA reasoning engine helps your AI systems analyze your data, apply stepwise logic, and decide on actions much like a human problem-solver.
Learn moreA shopping agent is an AI-powered assistant that helps your customers find, compare, and purchase products efficiently, much like an in-store expert guiding shoppers in real time.
Learn moreWeb messages are targeted pop-ups, banners, or overlays displayed to visitors on a website, whether on desktop or mobile, directly within their browser session.
Learn moreWeb push notifications are short, clickable messages sent to website visitors via their browser, appearing on desktop or mobile, even when the visitor is not actively browsing the site.
Learn moreAgentic AI is an advanced form of artificial intelligence that goes beyond responding to prompts. It can plan, decide, and act autonomously toward a goal.
Learn moreAgentic personalization uses autonomous AI agents to deliver real-time, tailored customer experiences across all touchpoints, helping your team proactively adapt content, interactions, and recommendations before customers even ask.
Learn moreAI customer segmentation allows you to automatically divide your customer base into meaningful groups using artificial intelligence and machine learning.
Learn moreAn AI agent automatically analyzes customer data, makes decisions, and completes marketing or support tasks for you, like recommending products or answering complex queries.
Learn moreAverage Order Value (AOV) measures the average revenue generated per transaction. It is calculated by dividing total revenue by the number of orders over a specific period.
Learn moreB2C, or business-to-consumer, describes companies that sell products or services directly to individual customers rather than other businesses.
Learn moreContextual personalization adapts your digital experiences, such as website banners or app recommendations, to each user’s live setting, such as their device, location, or weather.
Learn moreConversational SMS Marketing drives real-time, two-way interactions with your audience through personalized text conversations, rather than traditional one-way promotional blasts.
Learn moreCookieless personalization lets you create tailored experiences for your visitors without relying on third-party cookies or intrusive tracking.
Learn moreCustomer journey orchestration helps you guide each customer’s experience in real time across all channels.
Learn moreEmail marketing is the practice of sending targeted, personalized messages to specific audiences to promote products, services, or brand content.
Learn moreFunnel analysis tracks the steps users take to reach a goal, like making a purchase or signing up, so you can see exactly where people continue forward and where they drop off.
Learn moreLifetime Value (LTV), also known as Customer Lifetime Value (CLV), represents the total revenue a customer is expected to generate for your business throughout their entire relationship with you.
Learn moreMultimodal AI is an advanced form of artificial intelligence that can interpret and generate information across multiple data types, such as text, images, audio, video, and sensor data.
Learn moreOmnichannel personalization means tailoring every customer’s experience to their preferences across all touchpoints, including web, email, SMS, app, and in-store.
Learn morePersonalized SMS campaigning refers to sending text messages to your customers that are tailored to their preferences, purchase history, or recent behaviors.
Learn morePolyphonic AI is an architectural approach where multiple AI agents or models work simultaneously, each specializing in reasoning, creativity, or data analysis to solve a problem in coordinated harmony.
Learn morePredictive AI modeling enables you to anticipate specific outcomes, such as which customers will make a purchase, likely churn, or preferred engagement channels, by analyzing patterns in historical and real-time data.
Learn morePredictive personalization uses machine learning and data analytics to deliver tailored experiences, offers, or content to individual customers based on their predicted behaviors and interests.
Learn moreReal Time Orchestration enables you to shape customer experiences as they unfold, using up-to-the-second data from browsing, purchasing, and engagement events.
Learn moreSegment-based personalization lets you tailor marketing messages and experiences to distinct audience groups based on shared characteristics.
Learn moreSMS marketing automation lets you send targeted text messages, like birthday discounts or order updates, at exactly the right moments.
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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