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Z - G.DIGMAR-ECOMM > A - GLOSSARY > Flashcards

A - GLOSSARY Flashcards

1
Q

404 page: what is it?

A

A URL that tells the visitor that the webpage does not exist

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2
Q

A/B testing: what is it?

A

A method of testing where two versions of content with a single differing variable are compared to determine which yields better results

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3
Q

Abandoned cart: what is it?

A

When a potential customer adds an item to their cart, but doesn’t complete the purchase

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4
Q

Abandoned cart email: what is it?

A

A follow-up email sent to customers who added an item to their cart but didn’t complete the purchase

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5
Q

Accessibility: what is it?

A

Considering the needs of people with disabilities when products, services, and facilities are nbuilt or modified, making them usable by people of all abilities

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6
Q

Acquisition email: what is it?

A

An email sent to acquire new customers

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7
Q

Ad auction: what is it?

A

A process that determines the best ad to show to a person at a given point in time

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8
Q

Ad extension: what is it?

A

A Google Ads feature that shows additional information about the business, such as website links, a phone number, or address

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9
Q

Ad formats:

A

Elements such as text, videos, images, digital content ads, and more that make up a Google Ad

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10
Q

Ad group:

A

A group of ads that is organized by a group of keywords

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11
Q

Ad spend:

A

How much a company spends directly on advertisements

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12
Q

Agency:

A

An outside partner that fulfills a company’s digital marketing and advertising needs

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13
Q

Alt text:

A

A brief, written description of an image with the primary purpose of assisting individuals who are visually impaired

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14
Q

Anchor text:

A

The visible text in a hyperlink

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15
Q

Applause rate:

A

The number of approval actions—such as likes, mentions, Retweets, or favorites—that a post receives relative to the total number of followers

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16
Q

Area chart:

A

Represents data in the same way as a line chart, but with the space under the line filled in to
form a visual area

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17
Q

Attribution:

A

Assigns credit for conversions from ads, last clicks, or other touch points along a user’s path
to conversion completion

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18
Q

Attribution project:

A

Organization for macro and micro conversions in Google Analytics

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19
Q

Automated bidding strategy:

A

A Google Ads feature that automatically sets a bid for an ad based on an ad’s likelihood to result in a click or conversion that helps achieve a specific goal

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20
Q

Autonomous marketing:

A

Uses real-time analytics to automate marketing activities

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21
Q

Average daily budget:

A

The average amount set for each ad campaign on a per-day basis

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22
Q

Average order value (AOV):

A

The sum of individual order amounts divided by the number of orders

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23
Q

Average session duration:

A

Reported in seconds, a calculation that divides the total duration of all sessions by the number of sessions

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24
Q

Awareness stage:

A

The first stage of the marketing funnel, when a potential customer first becomes aware of the product or service

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25
Q

Backlink:

A

A link that points to a website from another site

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26
Q

Behavioral data:

A

Refers to information about the actions a customer takes—or doesn’t take—when it
comes to shopping on a website

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27
Q

Best sellers report:

A

A report in Google Merchant Center that provides information about the most
popular brands and products used in Shopping ads and free listings

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28
Q

Bid:

A

The amount a marketer is willing to spend each time a potential customer clicks their ad or calls
their business

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29
Q

Bid modification:

A

Bidding a percentage more or less than a starting bid

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30
Q

Bidding strategy:

A

Tells an advertiser how much to pay for each user action related to an ad

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31
Q

Big data:

A

A field in analytics that systematically mines and extracts information from very large datasets
for insights

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32
Q

BigQuery:

A

Google’s cloud-based data warehouse solution

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33
Q

Blog:

A

A discussion or informational website published on the internet consisting of discrete, often
informal diary-style text entries

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34
Q

Blogging:

A

Refers to self-published writing that lives online

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35
Q

BOPIS:

A

An acronym for “buy online, pick up in store”

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36
Q

Bounce rate:

A

The percentage of website visitors who view one page and then leave the site

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37
Q

Brand:

A

How a business or organization is perceived by the public

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38
Q

Branding:

A

To promote a product or service by identifying it with a particular brand

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39
Q

Brand advocacy:

A

Measures the number of customers who promote a brand through word-of-mouth
marketing or other methods

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40
Q

Brand awareness:

A

How familiar people are with a particular business or product

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41
Q

Brand awareness metrics:

A

Metrics that measure the attention a brand received across all social media platforms during a reporting period

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42
Q

Brand equity:

A

The value consumers attribute to one brand’s offerings when compared with similar products from another brand

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43
Q

Brand evangelists:

A

Customers who are so passionate about a product or service that they enthusiastically promote it to others

44
Q

Brand identity:

A

The combination of elements that inform how people perceive a brand

45
Q

Brand position statement:

A

Outlines exactly what a company does and for whom, and what makes it different from competitors

46
Q

Brand safety:

A

Keeping a brand’s reputation safe when they advertise online

47
Q

Brand voice:

A

The distinct personality a brand takes on in its communications

48
Q

Brand voice guidelines:

A

Describes the way a brand should be presented in writing

49
Q

branded content

A

Any post that features a third-party product, brand, or sponsor

50
Q

breadcrumbs

A

A row of internal links at the top or bottom of the page that allows visitors to quickly
navigate back to a previous section or the homepage

51
Q

brick-and-mortar

A

A traditional retail store with a specific location where customers can come to shop

52
Q

broad match

A

A keyword match type in Google Ads that shows ads when someone searches for a term
related to a keyword

53
Q

broken link

A

A link that leads to a webpage that no longer exists

54
Q

bucket testing

A

see A/B testing

55
Q

budget spend

A

How much is allocated to or spent on a campaign

56
Q

business goal

A

A desired aim, achievement, or outcome for a business

57
Q

business-to-business (B2B)

A

Refers to when businesses sell products or services to other businesses (when businesses purchase from each other)

58
Q

business-to-consumer (B2C)

A

Refers to when businesses sell products or services to consumers (when consumers purchase from businesses)

59
Q

call to action

A

An instruction that tells the customer what to do next

60
Q

campaign

A

A plan of action for how a set of one or more ad groups that share a budget, location targeting, and other settings will be distributed online

61
Q

cart abandonment

A

When a customer adds an item to their cart, but doesn’t complete the purchase

62
Q

cart abandonment rate

A

The percentage of customers who add a product to their shopping cart and leave the site without completing their purchase

63
Q

cell

A

A position in a spreadsheet with a column and row designation; for example, cell A2 is the unique position in column A and row 2

64
Q

change management

A

Methods, practices, approaches, and processes that organizations take to ensure changes are implemented smoothly

65
Q

chatbot

A

A programmed system that responds to common customer questions

66
Q

chronological feed

A

A social media stream that displays the latest published content first

67
Q

click

A

An interaction with an ad and online user

68
Q

click-and-mortar

A

A type of retail store that sells online as well as in a brick-and-mortar store

69
Q

click-to-open rate

A

The percentage of email recipients who clicked on one or more links in an email

70
Q

closed captions

A

Subtitles that are overlaid on video and can be turned on and off by users

71
Q

color contrast ratios

A

Measures the luminescence (or brightness) of a lighter color against the luminescence of a darker color

72
Q

comma-separated values (CSV)

A

A file format in which a comma is placed between each data value in the file

73
Q

complaint rate

A

The percentage of complaints recipients send to mailbox providers about receiving an
email

74
Q

confidence interval

A

The range of possible values after accounting for the margin of error

75
Q

confidence level

A

How likely an experiment’s range of results would contain all results if the test ran longer; most researchers select a 95% confidence level

76
Q

consideration stage

A

The second stage of the marketing funnel, when a marketer provides customer with more detailed information

77
Q

consumer-to-business (C2B)

A

Refers to when individuals (consumers) sell products or services to businesses (when businesses purchase from consumers)

Example:
an advertising firm licensing photos by a photographer who features their work online

78
Q

consumer-to-consumer (C2C)

A

Refers to when individuals (consumers) sell products or services to other consumers (when consumers purchase from each other)

Example:
e.g. social dining, i.e. food events where everyone contributes to the food and preparation process.

79
Q

contact page

A

A common webpage on websites that provides information for visitors to contact the organization or individual hosting the website

80
Q

content buckets

A

Content buckets are categories to group marketing content

81
Q

Content marketing

A

A marketing technique that focuses on creating and distributing valuable content to a specific audience

82
Q

continuous metrics

A

Metrics that are measured and change over time

83
Q

conversion

A

The completion of an activity that contributes to the success of a business.

84
Q

conversion paths

A

A feature in Google Analytics that enables a marketer to view the first and last touchpoints before conversion and touchpoints in between.

85
Q

conversion rate

A

The percentage of users or website visitors who completed a desired action, such as clicking on a link in an email or purchasing a product.

86
Q

conversion rate optimisation

A

The process of increasing the percentage of users or website visitors who complete a desired action.

87
Q

conversion stage

A

The third stage of the marketing funnel, when a marketer capitalizes on the interest people have already shown.

88
Q

cookie

A

A small file stored on devices that tracks user behavior and analyzes traffic.

89
Q

copy

A

Any written material that encourages a customer to buy a product or service.

90
Q

cost per acquisition (CPA)

A

The average cost of acquiring a potential customer.

91
Q

cost per action (CPA)

A

The amount a marketer pays when someone completes a desired action.

92
Q

cost per click (CPC)

A

The amount a marketer pays when someone clicks on their ad.

93
Q

cost per thousand impressions (CPM)

A

The amount a marketer pays for every 1,000 impressions an ad
receives.

94
Q

cost per view (CPV)

A

The amount a marketer pays when a viewer watches a video ad for a minimum amount of time or interacts with it, such as when they click a link embedded in the video.

95
Q

crawlers

A

Automated software that crawls (fetches) pages from the web and indexes them.

96
Q

crawling

A

The process of finding new or updated webpages.

97
Q

creatives

A

Any content that can be promoted in a campaign, such as text, images, GIFs, or videos.

98
Q

cross-channel attribution

A

A model in Google Analytics that attributes a percentage of a conversion to all advertising channels with touchpoints.

99
Q

cross-selling

A

A sales technique used to encourage customers to spend more by purchasing a product that’s related to what they’re already buying

100
Q

custom audiences

A

A platform feature that allows a marketer to create relevant remarketing campaigns to reach highly-specific groups of people by uploading email lists of existing customers and followers.

101
Q

customer acquisition

A

The process of gaining new customers.

102
Q

customer acquisition cost (CAC)

A

The average cost of acquiring a paying customer.

103
Q

customer engagement

A

The interactions and emotional connection between a customer and a brand.

104
Q

customer journey - and map

A

The path customers take from learning about a product, to getting questions answered, to making a purchase.

105
Q

customer lifetime value (LTV or CLV)

A

The average revenue generated per customer over a certain period of time

106
Q

customer persona

A

Represents a group of similar people in a desirable audience.

107
Q

customer persona barrier

A

What is preventing the customer from achieve their goal.

Z - G.DIGMAR-ECOMM (2 decks)

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