Our Guide to Marketing Terms & Buzzwords

    We have been working to put together a comprehensive glossary of marketing terms, to help demystify the marketing jargon that is banded around on a daily basis, we're nice like that!

    We will also keep adding to this glossary as time goes on.

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    A/B Split Test Testing 2 variants within an email, e.g. blue CTA vs red CTA
    A/B Testing A technique for testing a hypothesis that compares two or more versions of a web page to see which performs best
    Above the Fold Content above the natural fold within a creative (i.e. what the user will see prior to having to scroll)
    Account Management A department within RedEye dedicated to supporting, maintaining and developing client accounts
    Agile Content The use of agile content in email is to include real time information that updates to be up-to-the-minute
    AI Artificial Intelligence
    Analytics Review The review of an organisations website statistics to understand perfomance and pain points
    AOV Average Order Value - calculated by dividing sales revenue by number of orders
    API Application Programming Interface
    ATL Above the line marketing campaigns, e.g. TV/Media/Print
    BAU Business as usual
    Behavioural Data Any information produced as a result of an action or activity undertaken by an individual
    Behavioural Email A send that is based off a customer's activity that is targeted and can be personalised, e.g. Basket Abadonment, Welcome Sign-up, Post Purchase
    Blacklist A list of email addresses regarded as unacceptable or untrustworthy and often marked down for punishment or exclusion
    Bounce rate Percentage of visitors to a particular website who navigate away from the site after viewing only one page
    BTL Below the line marketing campaigns, e.g. more targeted, personalised campaigns
    Campaign Email A one off send 
    Campaign Management Tool (CMT) The campaign management tool is the interface used to create and deploy marketing campaigns, this is part of the Contour suite
    Canvas The main visual space within the Campaign Management Tool, where campaign elements are dragged too
    CDP Customer Data Platform
    Churn Rate The percentage rate at which customers stop purchasing / unsubscribing to a service of a product 
    Click Through Rate Calculated by dividing clicks by the volume of emails opened
    Competitor Review The identification of your competitors and the evaluation of their presence to determine strengths and weaknesses
    Contextual Data Any information that provides a view of the circumstances or setting around an action or activity
    Contour RedEye's Marketing Automation platform which is overlayed with a Single Customer View database
    Conversion Rate Calculated by dividing the number of conversions by the number of clicks
    Conversion Rate Optimisation The process of optimising your site to increase the likelihood that visitors will complete a specific action, e.g make a purchase
    Cookies A small text file stored on the user's computer that provides a way for the website to recognise you and keep track of your preferences
    Cost Per Acquistion (CPA) The average cost for acquiring a single customer
    Cost Per Enagement (CPE) The cost of someone engaging with your marketing activity, e.g. Like, Share, Retweet, Reaction, Pin
    Cost Per Thousand (CPM) The cost per 1,000 advertisement impressions
    CRM  Customer Relationship Management
    CRO Conversion Rate Optimisation
    Cross-channel Marketing The use of a number of different marketing channels throughout the customer journey communicating a consistent brand message
    Cross Device Identification This blog explains more in detail
    CTA Call to Action
    Customer Data Platform A Customer Data Platform is a marketer-managed system that creates a persistent, unified customer database that is accessible to other systems. Specifically it is controlled by the marketing department, not IT and creates a comprehensive view of each customer by capturing data from different sources. This view can then be used by other systems (external to the CDP or built in to it) to manage customer and prospect interactions for the commercial benefit of the business or organisation
    Customer Experience The product of an interaction between an organisation and a customer. A good customer experience would be when the individual's experience matches their expectations
    Customer Identification The process of identifying an individual customer and merging their interactions and engagements into one single customer record
    Customer Insight The understanding of data, information, trends, situations and problems specifically in relation to the customers of an organisation gained through analysis of data or a combination of business knowledge, data and analytics
    Customer Journey Analysis The analysis of the complete sum of experiences that customers go through when interacting with a company
    Customer Lifetime Value The total amount of money coming from a customer over the entire relationship with that customer
    Customer Segmentaion Customer segmentation is the identification and subdivision of customers into a group or groups based on specific criteria or similar characteristics
    CX Customer experience
    Data Insight The understanding of data, information, trends, situations and problems gained through analysis of data or a combination of business knowledge, data and analytics
    Data Visualisation Placing data in a visual context to help aid understanding of analysis and deriving insights
    Deduplication The removal of any information that may either appear in more than one instance. This can also be considered as the removal of any information that is redundant
    Demographic Data Statistical data pertaining to a population or group of individuals sharing at least one common factor
    DM Direct Mail
    Direct Mail What you get in the post!
    Dynamic Content Content that is tailored to the recipient based on their personal data. For more information head to our Dynamic Content guide
    Email Creative The actual design and layout of an email 
    Email Marketing The act of sending marketing messages to customers and prospects who have opted in and asked to receive promotional material via email. This could be on a 1:1 basis or enmasse
    ERA/ EPR Email performance report
    ESP Email service provider
    GA Google Analytics
    GDPR General Data Protection Regulation
    General Data Protection Regulation This blog explains more in detail
    Hard Bounce An email message that has been returned to the sender because the recipient's address is invalid
    Hero Image Image at the top of the send that captures and defines the main action/purpose of the email
    HTML Hyper Text Markup Language, the language designed emails are written in
    IA Research IA (Information Architecture) Research explores the organisation, categorisation and labelling of content on a website
    IM Incident Management
    Impressions The number of times your content is seen
    In-app Notifications A message that pops up on a mobile sent by an app publisher. Also referred to as push messaging
    Information
    Architecture
    Development
    The structural design of shared information environments; the art and science of organising and labelling websites to support usability and findability
    Interactive Email An email that uses movement / animation to deliver key content in a campaign
    ISO International Standards Organisation
    ISO 27001 Information Security Management Standard
    ISO 9001 Quality Management Systems
    ISP Internet service provider
    Lapsing and Lapsed Customers Customers who haven't engaged with email or transacted within the last X amount of months 
    Machine Learning A type of artificial intelligence (AI) that enables a computer to learn without being explicitly programmed
    Marketing Automation Software that automates marketing actions. At RedEye, it is Contour that automates our clients marketing
    Mobile Marketing A strategy aimed at reaching a target audience through their smartphone, using channels such as, apps, SMS, email, website and social media
    Multi-channel Marketing The use of multiple channels and devices, to engage your customer wherever they are
    Multivariate Testing A technique for testing a hypothesis in which multiple web page variables are modified
    Omni-channel Marketing The combination of cross-channel marketing and multi-channel marketing, it is the provision of a seamless customer experience where the marketing message is personalised, consistent and appropriate to each device and channel
    Open Rate Calculated by dividing the number of emails opened by the number of emails delivered
    Parameter A parameter is the name of the data header that contains values that are stored against the customer's data record. Paramaters can have different storage types and formats
    Permissions The permission status is whether someone is opted in or out to receive marketing emails. Can either be 1 or 0, yes or no
    POC Proof of concept
    Predictive Analytics This blog explains more in detail
    Predictive Modelling The process of using statistical techniques to estimate the likelihood of a future event occurring
    Prototyping An interactive mock up or demo of a page or website, which shows how it might look or behave when it goes live
    Push Messaging A message that pops up on a mobile sent by an app publisher. Also referred to as in-app notifications
    Reach Total number of people that saw your advert
    Relvance or Quality Score A rating of 1 to 10 based on how your audience is responding to your advert
    ROI Return On Investment 
    SAAS Software as a Service
    SCV Single Customer View
    SDK Software Development Kit
    Segmentation Splitting data into smaller parts based on at least one common factor
    Silos Data warehouses storing disparate nuggets of customers information
    Single Column View Designed in such a way that rendering on mobile is considered on desktop design
    Single Customer View A singular frame of reference for customer data that is an accurate, consistent and functional representation of all the known data sources held by an organisation pertaining to their customers
    SMS Marketing Deployment of a text based campaign, triggered through either behavioural activity, ad-hoc campaigns or service based activity.  Beneficial to use when sending an urgent communication or improving overall campaign performance
    Social Media Marketing Utilising social media platforms to target social networks to promote brand awareness or particular products or services, using either organic or paid for avenues
    Soft Bounce An email message that gets as far as the recipient's mail server but is bounced back, undelivered, before it gets to the intended recipient
    Spam Unsolicited messages which are sent by email
    STO Send Time Optimisation 
    Subject Line Testing Undertaking a comparison of different subject lines on the same email schedule
    Tagging GUI A tagging GUI (Graphical User Interface) once setup and configured on to a website is designed to make the adding, removing, editing and auditing of website tags easier
    Technical Support A department within RedEye dedicated to technical implementation and support across the business
    Transactional Data Any information produced as a result of a specific event. The event is usually in conjunction with numeric financial values and occurs at a specific point in time
    Transactional Email A send using transactional data, looking at previous purchased products etc 
    UCR Unique Click Rate, the number of clicks based on the number of opens
    UOR Unique Open Rate
    Usability Testing A way of evaluating how easy to use a website is by testing it with real users
    User Centred Design User-centred design ( UCD ) is a project approach that puts the needs and goals of intended users of a site at the centre of its design
    User Experience The process of understanding user behaviours, needs and motivations through observation techniques, task analysis and other feedback methodologies
    User Interface Design Design with a focus on the user's experience and interaction
    USP Unique Selling Points
    UVC Unique View of the Customer
    UX User experience
    Value A value is what is stored against a parameter for a customer's data record
    Website Personalisation Website Personalisation from Contour allows you to provide a customer experience like no other. Build on your customers’ previous interactions with you and align your marketing channels by delivering a personalised visit to your website
    Wireframes They layout of a web page showing the placement, prioritisation and behaviour  of functional elements of that page, typically used for planning a site's structure and functionality
    WYSIWYG A visual editing system within our platform, Contour. For example, the creative/template editor within the tool
    XDI Cross Device Identification