Web Personalization Glossary

Question 1

Anonymous Visitor

Answer 1

A web visitor who never filled out a form or left their details on the website.

Question 2

Web Campaign

Answer 2

A customized reaction associated with a specific segment. With Web Personalization, web campaigns include Dialogs, In Zones and Widgets.

Question 3

Click Stream

Answer 3

The visitor’s activity and URL path on the site and how long they visited each page

Question 4

ISP

Answer 4

Internet Service Provider

Question 5

Known Visitor

Answer 5

A web visitor who has completed a form and left their details (email address) on your website or clicked a link in a Marketo email.

Question 6

Account List

Answer 6

A list of key account / organization names. Also known as an Account-Based Marketing (ABM) list.

Question 7

Segment

Answer 7

A collection of visitors that meet the specified criteria defined in the ‘Set a Segment’ page.

Question 8

Split Testing

Answer 8

A testing experiment with two or more variants to measure the difference in results. The goal is to identify changes to web pages that increase or maximize an outcome of interest.

Question 9

Wildcard

Answer 9

A wildcard character (* is used) that is used before or after a string to substitute for any other character or characters in a string. See the examples below.