Glossary Terms from Module 4 Flashcards
Attribution
Determining which content and channels are responsible for generating leads, conversions, or sign-ups
Change management
Methods, practices, approaches, and processes that organizations take to ensure changes are implemented smoothly
Customer lifetime value (LTV or CLV)
The average revenue generated per customer over a certain period of time
Data
A collection of facts or information
Data analysis
Examining data to draw conclusions, make predictions, and drive informed decision-making
Data analytics
Monitoring and evaluating data to gain actionable insights
Data anonymization
Techniques to mask or remove personal information from data to protect the identities of people
Data bias
Human error that skews data collection or interpretation of data in a certain direction
Data-driven attribution
Measures customer engagement with marketing content across channels to understand what is motivating them to take action
Data ethics
The study and evaluation of moral challenges related to data collection and analysis
Data privacy
Rights of individuals under the law to control how their personal information is collected, processed, shared, archived, and deleted
Data pulling
Collecting data from analytics tools and putting it in a spreadsheet or database
Data reporting
Organizing and summarizing data to track performance across marketing and sales efforts
Data storytelling
Conveying data insights to a specific audience using a clear and compelling narrative
Data visualizations
Graphical representations of data that convey information
First click attribution
Assigns all the credit to the first touchpoint that eventually leads to a conversion
Key performance indicator (KPI)
A measurement used to gauge how successful a business is in its effort to reach a business or marketing goal
Last click attribution
Assigns all the credit to the last known touchpoint before conversion
Performance marketing
The process of using concrete information about customer behaviors to plan and refine marketing and sales strategies
Performance reporting
(refer to data reporting)
Personally identifiable information (PII)
Information that could be used to directly identify, contact, or locate an individual
Return on ad spend (ROAS)
How much revenue is gained versus how much was spent
