Glossary Terms from Module 4

Question 1

Attribution

Answer 1

Determining which content and channels are responsible for generating leads, conversions, or sign-ups

Question 2

Change management

Answer 2

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

Question 3

Customer lifetime value (LTV or CLV)

Answer 3

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

Question 4

Data

Answer 4

A collection of facts or information

Question 5

Data analysis

Answer 5

Examining data to draw conclusions, make predictions, and drive informed decision-making

Question 6

Data analytics

Answer 6

Monitoring and evaluating data to gain actionable insights

Question 7

Data anonymization

Answer 7

Techniques to mask or remove personal information from data to protect the identities of people

Question 8

Data bias

Answer 8

Human error that skews data collection or interpretation of data in a certain direction

Question 9

Data-driven attribution

Answer 9

Measures customer engagement with marketing content across channels to understand what is motivating them to take action

Question 10

Data ethics

Answer 10

The study and evaluation of moral challenges related to data collection and analysis

Question 11

Data privacy

Answer 11

Rights of individuals under the law to control how their personal information is collected, processed, shared, archived, and deleted

Question 12

Data pulling

Answer 12

Collecting data from analytics tools and putting it in a spreadsheet or database

Question 13

Data reporting

Answer 13

Organizing and summarizing data to track performance across marketing and sales efforts

Question 14

Data storytelling

Answer 14

Conveying data insights to a specific audience using a clear and compelling narrative

Question 15

Data visualizations

Answer 15

Graphical representations of data that convey information

Question 16

First click attribution

Answer 16

Assigns all the credit to the first touchpoint that eventually leads to a conversion

Question 17

Key performance indicator (KPI)

Answer 17

A measurement used to gauge how successful a business is in its effort to reach a business or marketing goal

Question 18

Last click attribution

Answer 18

Assigns all the credit to the last known touchpoint before conversion

Question 19

Performance marketing

Answer 19

The process of using concrete information about customer behaviors to plan and refine marketing and sales strategies

Question 20

Performance reporting

Answer 20

(refer to data reporting)

Question 21

Personally identifiable information (PII)

Answer 21

Information that could be used to directly identify, contact, or locate an individual

Question 22

Return on ad spend (ROAS)

Answer 22

How much revenue is gained versus how much was spent