Digital marketing & Ecommerce Defintions Flashcards
A method of testing where two versions of content with a single differing variable are compared to determine which yields better results?
A/B Testing
When a potential customer adds an item to their cart, but doesn’t complete the purchase?
Abandoned cart
A follow up email sent to customers who added an item to their cart but didn’t complete the purchase?
Abandoned cart email
A process that determines the best ad to show to a person at a given point in time?
Ad auction
Considering the needs of people with disabilities when products, services and facilities are built or modified, making them usable by people of all abilities?
Accessibility
An email sent to acquire new customers?
Acquisition email
A Google Ads feature that shows additional information about the business, such as websites links, a phone number or address?
Ad Extension
A group of ads that is organized by a group of keywords?
Ad Group
How much a company spends directly on advertisements?
Ad spend
An outside partner that fulfills a company’s digital marketing and advertising needs?
Agency
A brief, written description of an image with the primary purpose of assisting individuals who are visually impaired?
Alt Text
The visible text in a hyperlink?
Anchor text
The number of approval actions such as likes mentions retweets or favorites that a post receives relative to the total number of followers?
Applause rate
Represents data in the same way as a line chart, but with the space under the line filled in to form a visual area?
Area Chart
A field developing intelligent machines and software that simulate human thought or work?
Artificial intelligence AI
Assigns credit for conversations from adds, last clicks, or other touch points along a user path to conversation completion?
Also determining which content and channels are responsible for generating leads, conversions or sign ups.
Attribution
Organization for macro and micro conversions in Google Analytics.
Attribution project
A Google ads feature that automatically sets a budget for an ad based on an ads likelihood to result in a click or conversion that helps achieve a specific goal.
Automated bidding strategy
Uses real time analytics to automate marketing activities.
Autonomous marketing
The average amount set for for each ad camoaign on a per day basis.
Average order value AOV
Reported in seconds, a calculation that divides the total duration of all sessions by the number of sessions.
Average session duration
The first stage of the marketing funnel, when a potential customer first becomes aware of the product or service.
Awareness Stage
A link that points to a website from another site.
Backlink
Refers to information about the actions a customer takes or doesn’t take when it comes to shopping on a website.
Behavioral date
A report in Google Merchant Center that provides information about the most popular brands and products used in Shopping ads and free listings.
Best sellers report
The amount a marketer is willing to spend each time a potential customer clicks their ad or calls their business.
Bid
Bidding a percentage more or less than a starting bid.
Bid Modification
Tells an advertiser how much to pay for each user action related to an ad
Bidding strategy
A field in analytics that systematically mines and extracts information from very large datasets for insights.
Big Data
Googles cloud based warehouse solution.
Big Query
A discussion or informational website published on the internet consisting of discrete, often informal diary style text entries.
Blog
Refers to self published writing that lives online.
Blogging
An acronym for buy online pick up in store.
BOPIS
The percentage of website visitors who view one page and then leave the site.
Bounce Rate
How a business or organization is perceived by the public.
Brand
To promote a product or service by identifying it with a particular brand.
Branding
Measure the number of customers who promote a brand through word of mouth marketing or other methods.
Brand advocacy
How familiar people are with a particular business or product.
Brand awareness
Metrics that measure the attention a brand received across all social media platforms during a reporting period.
Brand awareness metrics
The value consumers attribute to one brands offerings when compared with similar products from another brand.
Brand equity
Customers who are so passionate about a product or service that they enthusiastically promote it to others.
Brand evangelists
The combination of elements that inform how people perceive a brand.
Brand identity
Outlines exactly what a company does and for whom and what makes it differ t from competitors.
Brand position statement
Keeping a brands reputation safe when they advertise online.
Brand safety
The distinct personality a brand takes on in its communications.
Brand Voice
Describes the way a brand should be presented in writing.
Brand voice guidelines
Any post that features a third party product brand or sponsor.
Branded Content
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.
Breadcrumbs
A traditional retail store with a specific location where customers can come to shop.
Brick and mortar
A keyword match type in Google Ada that show ads when someone searches for a term related to a keyword.
Broad match
A link that leads to a webpage that no longer exists.
Broken link
Refer to A/B testing
Bucket testing
A desired aim, achievement, or outcome for a business.
Business goal
Refers to when businesses sell products or services to other businesses (when businesses purchase from each other)
Business to business B2B
Refers to when businesses sell products or services to consumers (when consumers purchase from businesses.
Business to consumer B2C
An instruction that tells the customer what to do next?
Call to Action
A plan of action for how a set of one or more ad groups that share a budget, location targeting, and other setting will be distributed online.
Campaign
When a customer adds an item to their cart, but doesn’t complete the purchase.
Cart Abandonment
The percentage of customers who add a product to their shopping cart and leave the site without completing their purchase.
Cart abandonment rate
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.
Cell
Methods, practices, approaches and processes that organizations take to ensure changes are implemented smoothly.
Change management
A programmed system that responds to common customer questions.
Chatbot
A social media stream that displays the latest published content first.
Chronological feed
An interaction with an ad and online user?
Click
A type of retail store store that sells online as well as in a brick and mortar store?
Click and mortar
The percentage of email recipients who clicked on one or more links in an email?
Click to open rate
Subtitles that are overlaid on video and can be turned on and off by users?
Closed captions
Measures the luminescence or brightness of a lighter color against the luminescence of a darker color.
Color contrast ratios
E-commerce is a broad term that fall into one of the following for categories?
Physical products
Digital products
Software products
Services
A file format in which a comma is placed between each data value in the file.
Comma separated values CSV
The other sellers that exist already in the market.
Competition
The percentage of complaints recipients send to mailbox provides about receiving an email.
Complaint rate
The range of possible values after accounting for the margin of error
Confidence interval
How likely an experiments range of results would contain all results if the test ran longer; most researchers select a 95% confidence level.
Confidence Level
The second stage of the marketing funnel, when a marketer provides customer with more detailed information.
Consideration stage
Refers to when individuals consumers sell products or services to businesses when businesses purchase from consumers.
Consumer to business C2B
Refers to when individuals consumers sell products or services to other consumers when consumers purchase from each other.
C2C
A common webpage on websites that provides information for visitors to contact the organization or individual hosting the website.
Contact Page
Categories to group marketing content.
Content Buckets
A marketing technique that focuses on creating and distributing valuable content to a specific audience.
Content marketing
Metrics that are measured and change over time.
Continuous Metrics
The completion of an activity that contributes to the success of a business.
Conversion
A feature in Google Analytics that enables a marketer to view the first and last touch points before conversion and touch-points in between.
Conversion paths
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.
Conversion rate
The process of increasing the percentage of users or website visitors who complete a desired action.
Conversion rate optimization
The third stage of the marketing funnel, when a marketer capitalizes on the interest people have already shown.
Conversion stage
A small file stored on devices that tracks user behavior and analyzes traffic.
Cookie
Any written material that encourages a customer to buy a product or service.
Copy
The average cost of acquiring a potential customer.
Cost per acquisition CPA
The amount a marketer pays when someone clicks on their ad.
Cost per click CPC
The Amin t a marketer pays for every 1000 impressions an ad receives.
Cost per thousand impressions CPM
The amount a marketer pays when a viewer watches a video ad for minimum amount of time or interacts with it, such as when they click a link embedded in the video.
Cost per view CPv
Automated software that crawls fetches pages from the web and indexes them.
Crawlers
The process of finding new or updated webpages.
Crawling
Any content that can be promoted in a campaign such as text images GIFs or videos.
Creatives
A model in Google Analytics that attributes a percentage of a conversion to all advertising channels with touch-points.
Cross channel attribution
A sales technique used to make encourage customers to spend more by purchasing a product that’s related to what they’re already buying.
Cross selling
A document that presents a full history of an applicants full academic credentials and professional experience.
Curriculum vitae CV
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.
Custom Audiences
The process of gaining new customers
Customer acquisition
The average cost of acquiring a paying customer.
Customer acquisition cost
The interactions and emotional connection between a customer and a brand.
Customer engagement
The path customers take from learning about a product, to getting questions answered to making a purchase.
Customer Journey
The average revenue generated per customer over a vetting period of time.
Customer lifetime value LTV or CLV
Represents a group of similar people in a desirable audience.
Customer persona
What is preventing the customer from achieve their goal.
Customer persona barrier
What the customer wants to achieve.
Customer persona goal
A word of mouth initiative that encourages existing customers to introduce their family friends and contacts to become new customers.
Customer referral
Software that helps a business manage and monitor its interactions with existing and potential customers.
Customer relationship management CRM systems
A tool that measures how products and services supplied by a company meet or surpass customer expectations.
Customer satisfaction CSAT survey
Methods, practices, approaches and processes that organizations take to ensure changes are implemented smoothly.
Change management
The average revenue generated per customer over a certain period of time.
Customer lifetime value (alTV or CLV
A collection of facts or information.
Data
Examine data to draw conclusions, make predictions, and drive informed decision making.
Data analysis
Monitoring and evaluating data to gain actionable insights.
Data analytics
Techniques to mask or remove personal information from data to protect the identities of people.
Data anonymization
Human error that skews data collection or interpretation of data in certain direction.
Data bias
Measures customer engagement with marketing content across channels to understand what is motivating them to take action.
Data driven attribution
The study and evaluation of moral challenges related to data collection and analysis.
Data ethics
Rights of individuals under the law to control how their personal information is collected processes shared archived and deleted.
Data privacy
Collecting data from analytics tools and putting it in a spreadsheet or database.
Data pulling
Organizing and summarizing data to track performance across marketing and sales efforts.
Data reporting
Conveying data insights to a specific audience using a clear and compelling narrative.
Data storytelling
Graphical representation of data that covey information
Data visualizations
Assigns all the credit to the fist touch point that eventually leads to a conversion.
First click attribution
Assigns equal credit to each touch point along the customer journey.
Linear attribution
The process of using concrete information about customer behavior to plan and refine marketing and sales strategies.
Performance marketing
Information that could be used directly identify contract or locate an individual
Personally identifiable information PII
How much revenue is gained versus how much revenue as spent.
Return on ad spend ROAS
