Glossary

A/B Testing: A method of comparing two versions of a marketing campaign to determine which one performs better.

Affiliate Marketing: A type of performance-based marketing in which a business rewards affiliates for each customer brought to the business by the affiliate's own marketing efforts.

Analytics: The systematic measurement, collection, analysis, and interpretation of data about a particular marketing campaign.

Content Marketing: A type of marketing that involves creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience, and ultimately, to drive profitable customer action.

Conversion Rate: The percentage of visitors to a website who take a desired action, such as making a purchase or filling out a form.

Customer Journey: The series of interactions and experiences a customer has with a company or brand, from awareness to purchase and beyond.

Customer Segmentation: The process of dividing a customer base into smaller groups based on shared characteristics, such as demographics, behaviors, or interests.

Demand Generation: The process of creating and nurturing interest in a product or service among potential customers.

Email Marketing: The use of email to communicate with potential and current customers, typically to promote a product or service.

Inbound Marketing: A type of marketing that focuses on attracting customers through valuable, relevant, and engaging content and experiences, rather than interrupting them with traditional advertising.

Key Performance Indicator (KPI): A metric used to measure the success of a marketing campaign or strategy.

Lead Generation: The process of identifying and cultivating potential customers for a business.

Marketing Automation: The use of software and technology to streamline and optimize marketing activities and processes.

Marketing Funnel: A visual representation of the journey a customer takes from awareness of a product or service to purchase.

Pay-Per-Click (PPC) Advertising: A type of online advertising in which advertisers pay a fee each time one of their ads is clicked.

Search Engine Optimization (SEO): The practice of optimizing a website to rank higher in search engine results pages, with the goal of attracting more organic traffic.

Social Media Marketing: The use of social media platforms to promote a product or service.

User Experience (UX): The overall experience of a person using a product, system, or service, including usability, accessibility, and pleasure provided in the interaction.