Glossary

A method of comparing two versions of a webpage, email, or advertisement to determine which performs better.

Mass media advertising aimed at reaching a large audience through traditional channels like TV, radio, and newspapers.

A strategic approach that focuses on targeting specific high-value accounts or companies with personalized campaigns.

The total cost incurred to acquire a new customer, including marketing, sales, and associated expenses.

Meaningful data-driven observations that can be used to make informed decisions and drive business improvements.

A digital marketplace for buying and selling advertising inventory in real-time through automated auction-based systems.

The number of times an advertisement is displayed or viewed by users on a website, app, or digital platform.

A digital advertising strategy that targets users who have previously interacted with our website or digital content.

A specific space or format designated for displaying advertisements on a webpage, app, or digital platform.

Experimenting with different ad creatives to identify combinations that resonate best with the target audience.

Google's online advertising platform where advertisers bid on keywords to display clickable ads in search results.

A performance-based marketing strategy where businesses reward affiliates for driving traffic or sales to their website.

A marketing approach that emphasizes flexibility, collaboration, and iterative testing to adapt to rapidly changing markets.

A set of rules or procedures used by computers to solve problems or perform tasks.

Advertising that integrates seamlessly into the environment, often in unexpected places.

The systematic computational analysis of data or statistics.

The clickable text in a hyperlink.

Set of protocols, tools, and definitions enabling different software systems to communicate and interact.

The process of improving the visibility of a mobile app in an app store.

The first stage in the buyer's journey where potential customers become aware of a need or problem.

A form of transaction between businesses, such as between a manufacturer and a wholesaler.

Transactions between businesses and individual consumers.

A marketing strategy that uses data about individuals' behaviors to create personalized advertisements.

Large and complex data sets that require advanced methods and technologies for analysis.

Unethical SEO practices aimed at manipulating search engine rankings.

A regularly updated website or web page, typically run by an individual or small group, written in an informal or conversational style.

A person who promotes a company's products or services, typically through personal endorsements and social media.

The value derived from consumer perception of a brand, rather than the product or service itself.

The perception of a brand in the minds of consumers.

The tendency of consumers to continue buying the same brand's products or services over time.

A set of human characteristics attributed to a brand.

The strategy of creating a distinct image and identity for a brand in the consumer's mind.

The process of creating and maintaining a strong, positive perception of a company, its products, or services in the customer's mind.

A strategy that focuses on generating word-of-mouth and social media engagement through exciting or controversial content.

Prominent element on a web page encouraging users to take a specific action, such as making a purchase or signing up.

A coordinated series of marketing activities aimed at achieving a specific goal.

A detailed account of a company's success story or customer experience, used as a marketing tool.

The percentage of customers who stop subscribing to G&I's services over a specific period.

Fraudulent or malicious activity where clicks on online ads are artificially generated or manipulated.

The ratio of users who click on an ad or link to the number of total users who view it.

The ability of a company to retain its customers over a specified period.

A marketing strategy where two or more brands collaborate on a product or service.

The practice of making unsolicited calls to potential customers in an attempt to sell products or services.

Marketing materials used to support the sales and marketing process, such as brochures, presentations, and product sheets.

The process of evaluating the strengths and weaknesses of competitors.

A schedule that outlines when and where content will be published.

Process of discovering, selecting, and organizing relevant content from various sources to share or repurpose with a specific audience.

A software application used to create, manage, and modify digital content.

A strategy focused on creating and distributing valuable, relevant content to attract and engage a target audience.

The process of distributing content to third-party sites to reach a broader audience.

The series of stages or steps that a prospect goes through on their journey from awareness to becoming a customer, typically represented as a funnel-shaped diagram.

The percentage of users who take a desired action, such as making a purchase, signing up for a newsletter, or filling out a form, out of the total number of visitors or interactions.

The average cost incurred to acquire a new customer, calculated by dividing the total marketing and sales expenses by the number of new customers acquired.

The amount an advertiser pays for each click on their ad, typically used in online advertising models such as pay-per-click (PPC) campaigns.

The cost of 1,000 ad impressions, a common pricing model in display advertising where advertisers pay for each time their ad is displayed, regardless of whether it is clicked.

A system or strategy for managing interactions, relationships, and data with customers and prospects throughout the customer lifecycle, typically involving technology and software tools.

The practice of obtaining input, ideas, content, or services from a large group of people, typically from an online community, rather than from traditional employees or suppliers.

The average cost incurred to acquire a new customer, including sales and marketing expenses, divided by the number of new customers acquired.

The percentage of customers who stop using or purchasing a company's products or services within a specific period, indicating customer attrition or loss.

The level of interaction, involvement, and emotional connection that customers have with a brand, product, or service, influencing loyalty and advocacy.

The complete experience a customer has with a company, from initial awareness to post-purchase and beyond, encompassing all interactions and touchpoints.

The total revenue expected from a customer over their entire relationship with a company, representing their long-term value and profitability.

A system or strategy for managing interactions, relationships, and data with customers and prospects throughout the customer lifecycle, typically involving technology and software tools.

The process of dividing a customer base into distinct groups based on shared characteristics, behaviors, or needs, to tailor marketing and sales efforts.

A statement that clearly articulates the benefits and value a customer will receive from a product or service, addressing their needs and differentiating from competitors.

An approach that prioritizes the needs, preferences, and experiences of customers in all business decisions and strategies, aiming to enhance satisfaction and loyalty.

The process of discovering patterns, trends, and insights from large datasets using statistical and computational techniques, to inform decision-making.

Marketing strategies and decisions that are guided by data analysis and insights, rather than intuition or guesswork, to improve effectiveness and ROI.

Statistical data relating to the population and specific groups within it, such as age, gender, income, education, and occupation, used to understand and segment target audiences.

A marketing approach that involves directly reaching out to individual consumers to promote products or services through channels such as email, mail, phone, or online ads.

The practice of placing visual ads, banners, or multimedia content on websites, apps, or social media platforms to reach and engage target audiences.

A series of pre-written marketing emails or messages sent to prospects or customers over a specific period, triggered by predefined actions or time intervals.

The buying and selling of goods or services over the internet, typically through online platforms, websites, or marketplaces, enabling transactions between businesses and consumers (B2C) or between businesses (B2B).

The use of automated workflows and software tools to send targeted and personalized email messages to subscribers or customers based on predefined triggers, actions, or conditions.

The use of email messages to promote products, services, or content to a targeted audience, typically used for customer acquisition, engagement, retention, and lead nurturing.

A marketing strategy that aims to evoke emotions, such as joy, sadness, fear, or nostalgia, in consumers to create a memorable and impactful brand experience or connection.

The measure of how actively involved or interested an audience is with a piece of content, an ad, or a social media post, typically expressed as a percentage of total interactions (likes, comments, shares) relative to reach or impressions.

A qualitative research method that involves studying and observing people in their natural environment to understand their behaviors, attitudes, and cultural context.

The promotion of products, services, or brands through live or virtual events, such as conferences, trade shows, webinars, or experiential activations, to engage and interact with target audiences.

Content that remains relevant, valuable, and useful to audiences over an extended period, often timeless in nature, and not tied to specific trends or events.

A type of popup or overlay that appears on a website when a visitor is about to leave, prompting them to take a specific action before exiting, such as subscribing to a newsletter or making a purchase.

A short and engaging video that explains a product, service, concept, or process in a clear and concise manner, often used to educate and inform audiences or simplify complex topics.

Paid advertisements displayed on the Facebook platform or its affiliated apps (such as Instagram), targeting specific audiences based on demographics, interests, behaviors, or custom criteria.

A qualitative research method that involves gathering a small group of participants to discuss and provide feedback on a product, service, concept, or marketing campaign, guided by a moderator.

Marketing strategies and activities aimed at promoting and supporting franchise businesses, including brand building, lead generation, local marketing support, and franchisee training.

A pricing model that offers a basic version of a product or service for free, with limited features or functionality, while charging for premium or advanced features through subscriptions or upgrades.

The integration of game elements, mechanics, and design principles into non-game contexts, such as marketing, education, or workplace environments, to engage and motivate users.

A location-based marketing technique that uses GPS or RFID technology to create virtual boundaries or "fences" around physical locations, triggering targeted messages or ads to mobile devices within the defined area.

A web analytics platform provided by Google that tracks and analyzes website traffic, user behavior, conversion metrics, and other key performance indicators, enabling businesses to measure and optimize their online presence.

An unconventional and creative marketing approach that relies on low-cost, high-impact tactics to generate buzz, awareness, and engagement, often leveraging surprise or novelty to capture attention.

A visual representation of data where values are depicted using different colors to indicate the intensity of user activity or engagement on a webpage or digital interface.

A marketing methodology focused on attracting, engaging, and delighting customers through valuable content and experiences, tailored to their needs and interests, to drive organic traffic, leads, and conversions.

A marketing strategy that involves collaborating with influential individuals or personalities (influencers) in a specific industry or niche to promote products, services, or brands to their audience.

A visual representation of information, data, or knowledge presented in a concise and engaging format, typically using graphics, charts, and minimal text to communicate complex concepts or stories.

A strategic approach that coordinates and aligns various marketing channels, tactics, and messages across multiple touchpoints and platforms to deliver a unified and consistent brand experience to the target audience.

A marketing approach that encourages active participation and engagement from the audience through interactive content, such as quizzes, polls, contests, or interactive videos, to enhance user experience and drive conversions.

Quantifiable metrics used to evaluate the performance and success of specific objectives, activities, or processes within an organization, indicating progress toward strategic goals and objectives.

A standalone web page designed with a specific purpose or call-to-action (CTA) to capture visitor information, promote offers, or drive conversions, typically optimized for lead generation or advertising campaigns.

The process of attracting and capturing interest from potential customers or leads through various marketing channels and tactics, such as content marketing, email campaigns, social media, or advertising, to initiate the sales process.

The process of building relationships with potential customers (leads) through targeted communication and content, designed to guide them through the buyer's journey and keep them engaged until they are ready to make a purchase decision.

A methodology used to rank or prioritize leads based on their likelihood to become customers, typically assigning scores or grades to leads based on demographic, firmographic, behavioral, or engagement criteria.

The predicted net profit attributed to the entire relationship with a customer over their lifetime, calculated by estimating the revenue generated from the customer's purchases minus the associated costs and churn rate.

The process of acquiring hyperlinks from other websites to one's own site, typically as part of an SEO strategy to improve search engine rankings, domain authority, and organic visibility.

Paid advertisements displayed on the LinkedIn platform, targeting specific professional audiences based on criteria such as job title, industry, company size, or skills, to drive brand awareness, lead generation, or recruitment.

Search engine optimization strategies and tactics focused on improving a website's visibility and rankings in local search results, typically for location-based searches or queries with local intent.

Specific and highly targeted keyword phrases containing three or more words, typically characterized by lower search volume but higher relevance, specificity, and intent, used to attract highly qualified traffic and improve conversion rates.

A structured marketing strategy or program designed to incentivize and reward repeat purchases, customer engagement, and brand loyalty by offering exclusive benefits, discounts, rewards, or perks to loyal customers or members.

A growth strategy focused on increasing market share and sales volume within existing markets or customer segments through aggressive pricing, product innovation, marketing campaigns, or distribution channels.

The process of gathering, analyzing, and interpreting data and insights about markets, customers, competitors, and industry trends to inform business decisions, strategies, and marketing initiatives.

The use of software platforms and technologies to automate repetitive marketing tasks, workflows, and processes, such as email campaigns, lead nurturing, social media scheduling, or data analysis, to increase efficiency, scale, and effectiveness.

A visual representation of the stages that prospects go through in their journey from awareness to conversion, typically divided into stages such as awareness, interest, consideration, intent, evaluation, and purchase, reflecting the gradual narrowing down of leads as they move closer to making a buying decision.

The combination of marketing tactics, channels, and strategies used by a company to promote its products or services, typically encompassing the 4Ps: product, price, place, and promotion, to achieve marketing objectives and reach target audiences effectively.

A comprehensive document outlining a company's marketing objectives, strategies, tactics, and budget allocations for a specific period, typically one year, providing a roadmap for executing marketing initiatives and achieving business goals.

A high-level plan or approach that outlines how a company will achieve its marketing objectives and goals, typically encompassing market segmentation, target audience selection, positioning, differentiation, and resource allocation to create a sustainable competitive advantage and drive business growth.

The brief and intent-driven moments when consumers turn to their devices to seek information, make decisions, or take action, typically occurring throughout the day across various touchpoints such as search engines, social media, or mobile apps.

Marketing strategies and tactics designed to reach and engage consumers on mobile devices, such as smartphones and tablets, leveraging channels like mobile apps, SMS, MMS, mobile websites, and location-based services to deliver relevant and personalized experiences.

A marketing approach that involves engaging with customers and prospects across multiple channels and touchpoints, both online and offline, to deliver consistent and cohesive brand experiences and drive customer engagement, loyalty, and conversions.

A form of paid media where ads are seamlessly integrated into the content environment, matching the format, style, and context of the surrounding editorial or organic content, to provide a non-disruptive and engaging advertising experience for the audience.

A measure of customer loyalty and satisfaction, indicating how likely customers are to recommend G&I's products or services.

A marketing tactic that involves capitalizing on trending news, events, or topics to inject a brand's message or content into the public conversation, leveraging the current media buzz and attention to gain visibility, relevance, and engagement.

A marketing strategy that targets a specific segment or niche within a broader market, focusing on the unique needs, preferences, and characteristics of a specialized audience to differentiate and position a brand or product effectively and capture market share.

An integrated approach to marketing and sales that provides a seamless and consistent experience for customers across all channels and touchpoints, whether online or offline, allowing them to interact with a brand or company in a unified and cohesive manner throughout their journey.

The unpaid and natural visitors that come to a website through search engines, social media, referrals, or other sources, without the influence of paid advertising or promotions, typically driven by the relevance, quality, and authority of the content and website.

A traditional marketing approach that involves proactively reaching out to potential customers through various channels, such as cold calling, email blasts, direct mail, or advertising, to generate leads, raise awareness, and promote products or services.

Advertising strategy where marketers bid on keywords relevant to their target audience to display ads in search engine results, typically on a pay-per-click (PPC) basis, driving traffic to their website and generating leads or sales.

An online advertising model where advertisers pay a fee each time their ad is clicked, typically used in search engine advertising platforms like Google Ads or Bing Ads, allowing marketers to drive traffic to their websites and generate leads or sales based on user clicks.

A fictional representation of an ideal customer or target audience segment, based on demographic, psychographic, and behavioral data, used to guide marketing, sales, and product development strategies and create personalized experiences.

Advertising strategy where marketers sponsor or produce audio content distributed through podcast platforms, reaching targeted audiences interested in specific topics, genres, or industries, to promote products or services and drive brand awareness, engagement, or conversions.

The strategic process of defining and establishing a distinctive and desirable position for a brand, product, or service in the minds of target customers relative to competitors, based on unique value propositions, attributes, or perceptions.

The practice of using statistical algorithms and machine learning techniques to analyze historical data, identify patterns, trends, and relationships, and make predictions or forecasts about future events, behaviors, or outcomes, enabling data-driven decision-making and strategic planning.

A written communication distributed to the media to announce newsworthy information about a company, product, or event, aiming to generate media coverage, publicity, and awareness among journalists, bloggers, and target audiences.

The process of setting and adjusting the prices of products or services to achieve business objectives, maximize profitability, and satisfy customer demand, considering factors such as costs, competition, value perception, and market dynamics.

The process of conceptualizing, designing, and creating new products or enhancing existing ones to meet customer needs, address market gaps, and achieve business objectives, involving research, ideation, prototyping, testing, and iteration stages.

The coordinated and strategic introduction of a new product or service into the market, involving pre-launch preparations, marketing campaigns, and post-launch activities to generate excitement, awareness, and sales momentum among target customers.

The stages that a product goes through from its introduction to the market until its eventual decline or discontinuation, typically including phases such as introduction, growth, maturity, and decline, each requiring different marketing and management strategies.

The degree to which a product or service meets the needs and preferences of a specific target market segment, demonstrating strong demand, adoption, and satisfaction among customers, validating its value proposition and market viability.

The combination of marketing communication channels and tactics used by a company to promote its products or services to target customers, typically including advertising, sales promotion, public relations, direct marketing, and personal selling.

The strategic communication and relationship-building activities aimed at managing and shaping the public perception and reputation of a company or organization, involving media relations, press releases, events, crisis management, and community engagement.

A research method that focuses on exploring and understanding human behaviors, attitudes, perceptions, and motivations through open-ended and in-depth techniques such as interviews, focus groups, observation, or case studies, providing rich and nuanced insights.

A research method that focuses on collecting and analyzing numerical data to measure and quantify behaviors, attitudes, preferences, or trends among a target population.

The total number or percentage of unique individuals or households exposed to a marketing message or campaign within a specific time frame or through a particular channel.

Marketing strategy that encourages and incentivizes customers to promote products or services to their friends, family, or network.

Advertising strategy that targets users who have previously interacted with a brand or website, serving them relevant ads to encourage further engagement or conversions.

The process of monitoring, influencing, and managing an organization's reputation or image, particularly in online environments.

Design approach for creating websites that adapt to various devices and screen sizes.

A marketing metric that calculates the revenue generated for every dollar spent on advertising, indicating the effectiveness and profitability of advertising campaigns or channels.

A financial metric that measures the profitability or return generated from an investment relative to its cost, expressed as a percentage or ratio, indicating the efficiency and effectiveness of the investment in generating revenue or value.

The process that potential customers go through from awareness to purchase.

Short-term incentives to encourage the purchase or sale of a product or service.

A form of digital marketing that involves promoting websites by increasing their visibility in search engine results.

The practice of optimizing a website to rank higher in search engine results.

Dividing a market into distinct groups of buyers with different needs, characteristics, or behaviors.

The process of identifying and categorizing opinions expressed in text to determine the writer's attitude.

A measure of the market a brand owns compared to competitors in terms of advertising.

Monitoring digital conversations to understand what customers are saying about a brand and its industry.

The process of creating, scheduling, analyzing, and engaging with content posted on social media platforms.

The influence that the actions and attitudes of others have on one's own behavior.

Content that is paid for by an advertiser and typically designed to promote the advertiser's product in a way that fits within the host platform.

The use of narrative to communicate a message or create an emotional connection with the audience.

A framework for identifying and analyzing the internal strengths and weaknesses and external opportunities and threats of an organization.

A specific group of consumers identified as the recipients of a particular marketing message or campaign.

The process of establishing a person or organization as an authority in their industry through insightful and influential content.

The average amount of time users spend on a specific webpage.

The degree to which a brand is the first that comes to mind when a product or service category is mentioned.

Any point of interaction between a customer and a business throughout the customer journey.

Promoting products and services through exhibitions and events to engage potential customers and industry professionals.

A factor that differentiates a product or service from its competitors, making it unique and more attractive to customers.

Content created by users rather than brands, often shared on social media and other platforms.

A statement that explains how a product or service solves a problem, delivers benefits, and differentiates from competitors.

Metrics that may look impressive but do not necessarily correlate with business success or meaningful outcomes.

Using video content to promote and market products or services, increase engagement, and educate customers.

A strategy that encourages individuals to share a marketing message with others, creating potential for exponential growth.

The process of optimizing content for voice search queries to improve visibility in voice search results.

An online seminar or presentation conducted over the internet to educate or engage an audience.

An authoritative report or guide that informs readers concisely about a complex issue and presents the issuing body's philosophy on the matter.

Marketing that relies on satisfied customers recommending products or services to others.

Placing ads on YouTube to reach and engage viewers with video content.

The moment in the buying process when the consumer researches a product prior to purchase.

An HTTP status code indicating that the server could not find the requested page.

The use of software to prevent advertisements from being displayed on websites.

The total amount of space available for advertisements on a website or platform.

A web server that stores, delivers, and tracks advertisements for online marketing.

A Google program that allows publishers to serve ads on their websites and earn revenue.

A group of companies or individuals that promote each other's products or services in exchange for a commission.

Changes made to a search engine's algorithm to improve search results and user experience.

A major retail store used to drive traffic to a shopping center or mall.

Strategies to generate revenue from mobile applications.

A method for determining which marketing channels or campaigns contribute to conversions.

The process of dividing a broad consumer or business market into sub-groups based on shared characteristics.

The percentage of visitors who leave a website after viewing only one page.

Small pieces of data stored on a user's device to track and enhance their online experience.

A semi-fictional representation of an ideal customer based on market research and real data.

An advertisement format that allows multiple images or videos to be displayed in a single ad unit.

The process of identifying reasons why customers stop using a product or service.

Record of a user's online activity, including the sequence of websites visited, links clicked, and actions taken.

Analytical technique that groups users into cohorts based on shared characteristics or experiences for comparative analysis.

Process of improving website or marketing performance to increase the percentage of visitors who complete desired actions.

Sales technique that encourages customers to purchase complementary or related products or services.

Framework that illustrates the stages a customer goes through before making a purchase, from awareness to conversion.

Strategy focused on turning satisfied customers into brand ambassadors who promote and advocate for the company or product.

The overall perception and satisfaction level customers have with a company based on interactions and touchpoints.

Continuous process of collecting, analyzing, and acting upon customer feedback to improve products, services, and experiences.

Visual representation of the various touchpoints and interactions a customer has with a brand throughout their buying journey.

Semi-fictional representations of ideal customers based on research, data, and demographics, used to guide marketing strategies.

Metric that measures the level of satisfaction customers have with products, services, or experiences.

Refers to social sharing and interactions that occur through private channels such as messaging apps, email, or direct links.

The process of enhancing or augmenting existing data with additional information or attributes to provide deeper insights or context.

The protection and ethical handling of personal data to ensure compliance with privacy regulations and respect for user rights.

Presentation of data in graphical or visual format to make complex information more understandable.

Technique that allows linking to specific pages or content within a mobile app rather than just the app's home page.

Marketing strategy designed to elicit an immediate response or action from the target audience.

Network of websites and digital properties where ads can be displayed to reach a broader audience.

The length of time a user spends engaged or interacting with a specific piece of content or webpage.

Content that is personalized or customized based on user preferences, behavior, or contextual factors.

The ability to recognize, understand, and manage one's own emotions and empathize with others' emotions.

Metric that measures the percentage of users who leave a website or page after viewing a specific page or content.

Hyperlink that points to a webpage or resource outside of the current website or domain.

Data collected directly from users or customers by a company, often through interactions or transactions.

Targeting specific audiences based on their geographical location or proximity to a certain area or point of interest.

Innovative and rapid experimentation strategies aimed at achieving rapid growth in various areas, such as customer acquisition or product adoption.

Visualization of user interaction data on a webpage or digital interface, highlighting areas of high and low engagement or activity.

A hyperlink on an external website or web page that directs users to a specific page or resource on another website, contributing to its visibility, authority, and search engine rankings.

Collection and analysis of data related to customer behavior, traffic patterns, and interactions within physical retail stores.

The percentage of times a keyword or phrase appears within a piece of content relative to the total word count.

Practice of overloading content with excessive or irrelevant keywords in an attempt to manipulate search engine rankings.

Process of improving landing pages to increase conversion rates and achieve specific marketing objectives.

Offer or incentive designed to attract and capture the interest of potential leads or customers.

Audience segment created based on similarities or characteristics shared with an existing customer or user group.

Process of assigning credit or value to marketing touchpoints or channels that contribute to conversions or sales.

Individual with a smaller but highly engaged social media following who can influence their audience's purchasing decisions.

Process of optimizing websites, content, or experiences for seamless and effective use on mobile devices.

Content that seamlessly integrates into the platform or environment where it's displayed, matching its look, feel, and function.

Optimization of individual web pages to improve search engine rankings and organic visibility.

The number of users or audience reached without paid promotion or advertising, typically through organic channels.

Advertising or promotional content that is paid for, such as display ads, sponsored content, or paid search placements.

Metric that measures the overall strength and relevance of a webpage's backlink profile, influencing its ranking potential in search engine results.

Metric that counts the total number of times a webpage or piece of content is viewed or loaded by users.

Customization of content, offers, or experiences based on individual user preferences, behavior, or demographics.

Featured snippet or result displayed at the top of Google search results, providing direct answers to user queries.

Statistical technique that uses data and algorithms to forecast future outcomes or behaviors based on historical patterns.

Legal document outlining how an organization collects, uses, stores, and protects user data and privacy rights.

Automated process of buying and optimizing digital advertising inventory using algorithms and real-time bidding.

Metric used in online advertising platforms to evaluate the relevance and quality of ads and keywords, influencing ad placement and costs.

Marketing strategies and tactics executed in response to real-time events, trends, or data insights to capitalize on immediate opportunities.

Enhanced search result displayed by search engines, providing additional context or information directly in the search results.

Strategy and process of equipping sales teams with the tools, resources, and content they need to effectively engage and convert prospects into customers.

Structured data markup added to webpages to provide search engines with additional context and information about the content.

The specific words or phrases users enter into search engines when seeking information, products, or services.

Search technology that interprets and understands the context, intent, and meaning behind user queries, delivering more relevant and accurate search results.

The page displayed by a search engine in response to a user query, showing a list of relevant search results and features.

The length of time a user spends on a website or digital platform during a single visit or session.

Content designed to be easily shared across social media platforms, email, or other channels, increasing its reach and visibility.

E-commerce activities and transactions conducted directly within social media platforms or influenced by social media interactions.

Content or advertisement on social media platforms that is paid for and promoted to target audiences.

Individual who opts in to receive updates, content, or communications from a company or organization, typically through email or other channels.

Business model in which customers pay a recurring fee at regular intervals in exchange for access to a product or service.

System or platform for managing and deploying website or app tags, such as tracking pixels or scripts, to collect data and measure user interactions.

Specific criteria or parameters used to define and target audiences for advertising or marketing campaigns.

The duration or length of time it takes for a prospect to progress from initial awareness or engagement to completing a desired action, such as making a purchase.

Grouping or organization of related content pieces or pages around a central theme or topic, typically linked together to improve search visibility and user navigation.

Interaction, involvement, or participation of users with a product, service, or content, typically measured by metrics such as likes, comments, shares, or time spent.

The overall experience and satisfaction users have when interacting with a product, service, or interface, encompassing usability, accessibility, and aesthetics.

The underlying motivation, goal, or purpose driving a user's search query, interaction, or behavior online.

The series of steps, interactions, or touchpoints a user experiences when engaging with a product, service, or brand, from initial awareness to conversion or beyond.

Fictional representations of ideal customers based on demographic data, behaviors, motivations, and goals, used to guide marketing and product decisions.

Customized and branded web address that redirects to a specific webpage, typically used for branding or marketing purposes.

Optimization strategies and techniques to improve the visibility and ranking of video content in search engine results.

Mechanism or process within a product or service that encourages users to share and promote it, leading to viral growth and adoption.

Technology that enables users to perform searches and interact with digital devices or assistants using voice commands or natural language.

The measurement, collection, analysis, and reporting of web data to understand and optimize web usage, user behavior, and performance.

The use of webinars to promote products, services, or educational content, engage audiences, and generate leads or sales.

The process of improving and fine-tuning a website's performance, usability, and conversion rate to enhance user experience and achieve business goals.

Search engine results pages (SERPs) where the user's query is answered directly in the search results, eliminating the need for them to click on any links.

Fatigue, exhaustion, or burnout resulting from excessive use of video conferencing or virtual communication platforms, such as Zoom.

Advertising strategy that targets specific companies or accounts with personalized campaigns and messaging, typically used in B2B marketing.

The process of delivering ads to specific audiences based on demographic, behavioral, or contextual criteria to increase relevance and effectiveness.

Audience segment defined by common interests, behaviors, or affinities, used for targeting relevant ads or content.

Systematic errors or inaccuracies in algorithms or machine learning models that result in unfair or discriminatory outcomes, often based on biases in training data or design.

Technology that enables machines or systems to simulate human intelligence and perform tasks traditionally requiring human cognitive abilities, such as learning, reasoning, and problem-solving.

The process of delivering ads or content to specific audience segments based on demographic, behavioral, or contextual criteria to increase relevance and effectiveness.

The analysis of user behavior and interactions across digital platforms or touchpoints to understand preferences, trends, and patterns.

Strategy of leveraging an existing brand's equity and reputation to introduce new products or enter new markets.

The ability of consumers to recognize or remember a brand or its products spontaneously when prompted or encountered.

Content created or sponsored by a brand that integrates its messaging or values while providing value or entertainment to the audience.

AI-powered software program designed to simulate conversation with users, typically used for customer service, support, or information retrieval.

Content, headline, or advertisement designed to attract attention and encourage clicks by using sensational or misleading language or imagery.

Systematic pattern of deviation from rationality in judgment or decision-making due to subjective factors or heuristics.

Process of gathering, analyzing, and interpreting information about competitors and market trends to inform strategic decision-making.

Strategies and tactics to increase the reach, visibility, and impact of content through distribution, promotion, or syndication channels.

Measurement and analysis of how users interact with content, such as likes, shares, comments, or time spent, to gauge its effectiveness and resonance.

Process of creating, organizing, publishing, and maintaining digital content throughout its lifecycle, often facilitated by content management systems (CMS).

Tailoring content and experiences to individual preferences, interests, or characteristics of users to enhance relevance and engagement.

Comprehensive plan or framework that outlines goals, audience, messaging, channels, and tactics for creating and distributing content to achieve business objectives.

The process of improving website or landing page performance to increase the percentage of visitors who take desired actions, such as making a purchase or filling out a form.

The process of attracting and acquiring new customers or clients to a business or product.

Patterns, actions, and decisions exhibited by customers while interacting with a product, service, or brand.

The process of persuading or motivating customers to take a desired action, such as making a purchase, signing up for a service, or completing a form.

Input, opinions, or suggestions provided by customers about their experiences, perceptions, or expectations regarding a product, service, or brand.

Stages or phases that customers go through during their relationship with a brand, from awareness and acquisition to retention and advocacy.

The interactions, connections, and experiences between a brand and its customers over time, characterized by trust, satisfaction, and loyalty.

The level of contentment, fulfillment, or happiness experienced by customers regarding their interactions, experiences, or purchases with a brand or product.

Services, assistance, or resources provided to customers to address inquiries, resolve issues, or enhance their experience with a product, service, or brand.

The process of detecting and correcting errors, inconsistencies, or inaccuracies in a dataset or database to ensure data quality and reliability.

The process of organizing, storing, and governing data throughout its lifecycle to ensure accessibility, security, and usability.

The interdisciplinary field that uses scientific methods, algorithms, and systems to extract insights and knowledge from data.

The practice of using customer databases and segmentation to deliver targeted marketing messages or offers.

The process of creating awareness and interest in a product or service to drive demand and generate leads or inquiries.

Marketing tactic that involves sending promotional materials or communications directly to individuals or businesses via postal mail.

Strategy of delivering a sequence of pre-written, automated messages or content to prospects or customers over time to nurture relationships and drive engagement.

Media exposure or coverage that a brand or organization receives through editorial or third-party sources, rather than through paid advertising or promotion.

Targeted marketing campaign that delivers promotional or informational messages to a segmented list of email subscribers or contacts.

A collection of email addresses belonging to individuals or businesses who have opted in to receive communications or updates from a sender.

Customizing email content, subject lines, or offers to match the preferences, behaviors, or characteristics of individual recipients.

Marketing strategy that aims to evoke emotional responses, such as joy, fear, or nostalgia, to influence perceptions, behaviors, or purchase decisions.

Marketing strategy that leverages planned events, occasions, or milestones to promote products, services, or brand messages to target audiences.

An initial phase of data analysis aimed at summarizing key characteristics, patterns, or insights from a dataset to guide further investigation or decision-making.

An assessment or investigation conducted to evaluate the practicality, viability, or potential success of a proposed project, initiative, or investment.

The process of predicting or estimating future trends, outcomes, or events based on historical data, patterns, or statistical models.

The practice of identifying, engaging, and collaborating with individuals or entities with significant online influence or following to promote products, services, or brand messages.

The process by which a private company offers shares of its stock to the public for the first time, raising capital and becoming publicly traded on a stock exchange.

Content formats or experiences that require active engagement or participation from the audience, such as quizzes, polls, calculators, or interactive videos.

The process of identifying and analyzing search terms or phrases that users enter into search engines to inform content creation, SEO strategies, and paid advertising campaigns.

A specific and detailed search query or keyword phrase that typically consists of three or more words and is more specific and less competitive than broader keywords.

The process of dividing a broad consumer or business market into sub-groups of consumers based on shared characteristics, needs, or behaviors to tailor marketing strategies effectively.

Advertising platforms that allow businesses to create, manage, and monitor their ad campaigns independently without the need for intermediaries or agencies.

An advanced SEO strategy that focuses on understanding and leveraging the context, intent, and meaning of search queries to optimize web content and improve its relevance and ranking in search engines.

A marketing strategy that engages customers' senses (sight, sound, touch, taste, smell) to create a memorable brand experience and influence purchase behavior.

The promotion and selling of intangible services, focusing on the benefits and value provided to customers rather than physical products.

The percentage of a customer's total spending in a category that goes to a particular brand or company, indicating customer loyalty and market share.

The use of social media platforms to deliver targeted advertising content to specific audiences based on their demographics, interests, and behaviors.

A customer relationship management approach that integrates social media channels and data to enhance customer interactions, engagement, and relationship management.

The process of collecting, analyzing, and interpreting data from social media platforms to measure performance, track trends, and inform marketing decisions.

The level of interaction and participation that a brand's social media content receives from its audience, including likes, comments, shares, and other forms of user interaction.

An individual with a significant following on social media platforms who can influence their audience's opinions, behaviors, and purchasing decisions through their content and endorsements.

The process of tracking and analyzing online conversations and mentions of a brand, product, or service on social media platforms to gather insights and respond appropriately.

The use of social media networks to manage and grow an organization’s message and online presence by optimizing content for better visibility and engagement.

A plan of action designed to achieve specific marketing goals through the use of social media platforms, focusing on content creation, audience engagement, and performance measurement.

A software distribution model in which applications are hosted by a service provider and made available to customers over the internet on a subscription basis.

A marketing approach that uses narratives and stories to engage audiences, convey brand values, and create emotional connections with consumers.

A business model where customers pay a recurring fee to access products or services, emphasizing customer retention and lifetime value.

A specific group of potential customers at whom a company’s products and marketing efforts are directed, based on characteristics like demographics, interests, and behaviors.

The practice of delivering tailored advertisements to specific audiences based on their demographics, interests, behaviors, and other criteria to maximize relevance and effectiveness.

The direct marketing strategy that involves contacting potential customers over the phone to promote products or services, generate leads, or conduct surveys.

The evaluation of all interactions a customer has with a brand throughout their journey, identifying key moments that influence their perception and decisions.

Marketing activities focused on increasing demand within the supply chain, specifically among wholesalers, retailers, and distributors.

Marketing strategies that involve conventional methods such as print, broadcast, direct mail, and outdoor advertising.

A marketing strategy focused on single, "point of sale" transactions, with the primary goal of maximizing the efficiency and volume of individual sales.

Emails automatically sent based on specific user actions or behaviors, designed to engage, nurture, or re-engage the recipient.

The process of attracting and acquiring new users or customers through various marketing channels and strategies.

The collection and analysis of data on how users interact with a product, website, or service to understand and improve user experience and engagement.

The process of designing products, systems, or services with a focus on optimizing usability, accessibility, and user satisfaction.

Information provided by users about their experiences with a product or service, used to identify strengths, weaknesses, and opportunities for improvement.

A visual representation of the steps a user takes when interacting with a product or service, from initial awareness to post-purchase experience.

The strategies and tactics employed to keep existing customers engaged, satisfied, and loyal to a product or service over time.

The process of dividing users into distinct groups based on shared characteristics or behaviors, allowing for targeted marketing and personalized experiences.

A pricing strategy that sets prices based on the perceived value of a product or service to the customer, rather than its production costs or competitor prices.

The practice of presenting products and brand imagery in a way that attracts and engages customers, often in physical retail spaces or digital storefronts.

A graphical ad displayed on a webpage, typically designed to promote a product, service, or brand and drive traffic or conversions.

The process of writing and optimizing website content to engage visitors, convey brand messaging, and drive desired actions such as conversions or inquiries.

The process of designing, building, and maintaining websites or web applications to meet business objectives and user needs.

The percentage of website visitors who complete a desired action, such as making a purchase, filling out a form, or signing up for a newsletter.

The practice of tailoring website content, product recommendations, and user experiences based on individual preferences, behaviors, and demographics.

Ethical and best practice techniques used to improve a website's visibility and ranking in search engine results, following search engine guidelines.

The organic spread of positive recommendations or endorsements about a product or brand from satisfied customers to others in their network.

The total amount of income generated from the sale of products, services, or subscriptions during a specific period.

The percentage of revenue that exceeds the cost of goods sold (COGS), indicating the profitability of a company's core business operations.

The percentage of revenue that remains as profit after deducting all expenses, including COGS, operating expenses, taxes, and interest.

The direct costs incurred in producing or purchasing the goods sold by a company, including materials, labor, and overhead expenses.

The average monetary value of orders placed by customers during a specific period, calculated by dividing total revenue by the number of orders.

The percentage increase in sales revenue over a specific period compared to the previous period, indicating the pace of business expansion and performance.

The speed at which deals move through the sales pipeline, measured by the amount of revenue generated over a specific time period.

The percentage of leads or opportunities that are successfully converted into customers.

The percentage of sales opportunities that result in a successful deal or contract.

The percentage of sales opportunities that are lost or not converted into customers.

The total potential revenue of all active opportunities in the sales pipeline.

The rate at which opportunities move through the sales pipeline, indicating the speed and efficiency of the sales process.

The total count of potential deals or sales leads currently being pursued by the sales team.

The average monetary value of deals closed over a specific period, providing insight into the typical revenue generated per deal.

The average time it takes to move a prospect from initial contact to a closed deal.

The average time it takes for the sales team to respond to a new lead or inquiry.

The percentage of leads that convert into sales opportunities.

The percentage of sales opportunities that convert into closed deals.

The percentage of leads that qualify as sales-ready after initial screening.

The percentage of leads that meet predefined criteria making them ready for further marketing.

The percentage of leads that convert into paying customers.

The degree to which sales forecasts match actual sales.

The difference between projected sales and actual sales, expressed as a percentage.

The percentage of customers who stop doing business with G&I over a specific period.

The percentage of customers who continue to do business with G&I over a specific period.

A measure of customer satisfaction with G&I's products or services, typically collected through surveys.

A composite metric that measures customer loyalty based on various factors like repeat purchases, referrals, and satisfaction.

The ratio of Customer Lifetime Value to Customer Acquisition Cost, indicating the profitability of acquiring customers.

The percentage of customers who make repeat purchases from G&I.

The percentage of customers who purchase additional, related products or services.

The percentage of customers who purchase higher-value products or services.

The average revenue generated from each account or customer.

The average revenue generated from each user, typically used in subscription or service-based businesses.

The total revenue generated from subscriptions on a monthly basis.

The total revenue generated from subscriptions on an annual basis.

The rate at which qualified leads are growing, indicating future sales potential.

The rate at which new customers are acquired over a specific period.

The return on investment for acquiring a customer over their entire lifetime with G&I.

The average revenue generated per employee, indicating productivity and efficiency.

The percentage of sales targets met by the sales team.

The sales target assigned to a salesperson or team over a specific period.

An estimate of future sales based on historical data, market trends, and sales pipeline.

The process and stages involved in acquiring new customers, from lead generation to conversion.

Markup language for creating web pages.

Style sheet language for describing the presentation of a document written in HTML.

Programming language for creating interactive elements and dynamic content on websites.

User experience encompassing usability, accessibility, and satisfaction when interacting with a website.

User interface comprising visual elements and layout of a website, including buttons, menus, and forms.

HTML tag defining the most important heading on a web page, typically the main title.

HTML tags defining hierarchical subheadings, with H2 being the second level of importance after H1.

Use of HTML elements conveying meaning to both browser and developer, enhancing accessibility and SEO.

Visual representation of a web page's layout and structure, showing the placement of elements.

Static, high-fidelity representation of a web page design, including visual elements like colors and typography.

Functional, interactive model of a website design, allowing stakeholders to experience user flow and functionality.

Designing websites to be usable by people with disabilities, including considerations for various impairments.

Empty space between elements on a web page, used to improve readability and focus attention.

Collection of links or buttons allowing users to navigate between different sections or pages of a website.

Time taken for a web page to fully load in a browser, influenced by factors like page size and server response time.

Hyperlinks leading to non-existent or inaccessible content, resulting in a poor user experience and SEO issues.

Design that does not adapt or scale properly across different devices, leading to usability issues on mobile or tablet screens.

Inadequate use of fonts, font sizes, line spacing, and contrast, affecting readability and overall visual appeal of a website.

Configuration parameters that translate human-readable domain names into IP addresses.

Mail Exchange record specifying the mail server responsible for receiving email on behalf of a domain.

Sender Policy Framework record verifying authorized email senders for a domain.

DomainKeys Identified Mail adding digital signatures to outgoing emails for verification.

Domain-based Message Authentication, Reporting, and Conformance policy enforcing email authentication.

Software suite providing comprehensive tools for app development, including code editor, debugger, and compiler.

Collection of tools, libraries, and documentation facilitating the creation of software applications.

Pre-built structure or foundation providing a framework for app development, often with reusable components.

User-facing part of an application or website, responsible for presentation, interaction, and user experience.

Server-side portion of an application, handling data processing, storage, and business logic.

Application developed for a specific platform or device using platform-specific programming languages.

Application combining elements of both native and web apps, typically developed using web technologies.

Application compatible with multiple operating systems or platforms, developed using cross-platform frameworks.

System for tracking and managing changes to software code, facilitating collaboration and code management.

Development practice automating the integration of code changes into a shared repository, often with automated testing.

Development practice automatically deploying code changes to production environments after passing CI tests.

Architectural approach breaking down applications into smaller, loosely coupled services, each with a specific function.

Operating system-level virtualization method for deploying and running applications in isolated containers.

Cloud computing model where cloud providers manage server infrastructure, allowing developers to focus on writing code.

Web application offering native-like experiences, including offline functionality and push notifications.

Process of verifying the identity of users accessing an application or system, typically through credentials.

Process of determining whether a user has permission to access specific resources or perform certain actions.

Managed relational database service by AWS, offering scalable and cost-effective database deployments in the cloud.

Fully managed relational database service by Google Cloud Platform, providing secure and reliable database hosting.

Relational database service by Microsoft Azure, delivering intelligent performance, security, and scalability features.

Fully managed NoSQL database service by MongoDB, offering scalable and flexible hosting for MongoDB databases.

Real-time NoSQL database service by Google Firebase, enabling synchronized data storage and updates across clients.

Open-source alternative to Firebase offering real-time and scalable Postgres database hosting and management.

Managed Postgres database service by Heroku, providing easy-to-use and scalable database hosting for developers.

Fully managed database service by DigitalOcean, offering optimized and cost-effective hosting for popular database engines.

Database structured using tables with predefined relationships between data entities.

Database model designed for flexible and scalable storage of unstructured or semi-structured data.

NoSQL database storing and retrieving data in JSON or BSON documents, allowing hierarchical and nested structures.

NoSQL database storing data as key-value pairs, optimized for high-speed data retrieval and simple data models.

NoSQL database organizing data into columns grouped into column families, suitable for large-scale data storage.

NoSQL database modeling data as graphs consisting of nodes, edges, and properties, ideal for complex relationships.

NoSQL database optimized for storing and querying time-series data, such as sensor readings or financial transactions.

Encryption standard using 256-bit keys for securing sensitive data, providing robust protection against unauthorized access.

Network security device or software protecting a computer network by monitoring and controlling incoming and outgoing traffic.

Database feature limiting access to rows in database tables based on user permissions and security policies.