Glossary terms from week 4 Flashcards
Determining which content and channels are responsible for generating leads, conversions, or sign-ups
Attribution
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 (LTV or CLV)
A collection of facts or information
Data
Examining 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 a 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, processed, 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 representations of data that convey information
Data visualizations
Assigns all the credit to the first touchpoint that eventually leads to a conversion
First click attribution
A measurement used to gauge how successful a business is in its effort to reach a business or marketing goal
Key performance indicator (KPI)
Assigns all the credit to the last known touchpoint before conversion
Last click attribution
Assigns equal credit to each touchpoint along the customer journey
Linear attribution
The process of using concrete information about customer behaviors to plan and refine marketing and sales strategies
Performance marketing
Performance reporting
(refer to data reporting)
Information that could be used to directly identify, contact, or locate an individual
Personally identifiable information (PII)
How much revenue is gained versus how much was spent
Return on ad spend (ROAS)
