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Personalized Marketing Terms

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Activation
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Turning data into actions across your online and offline marketing channels
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Attribution
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Assigning value to an action that contributes to a conversion
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Audience
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The demographic or target who views your ad or campaign
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Closed Loop
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The correlation between online consumer interactions and online and offline sales
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Conversion
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Getting a consumer to perform a desired action
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Cross-Channel Marketing
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Using multiple platforms and media to reach and enage your customer
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Cross-Device Marketing
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Advertising and marketing campaigns that reach a consumer through multiple digital devices such as smartphones, tablets, and computers
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Customer Data
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All of the information that can be collected on a customer or group of customers
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Customer Experience
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The quality of the interactions a customer has with a brand
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Customer Intelligence
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Infomation that helps you identify and know your customers or prospects better
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Data Ownership
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Having legal rights and control over a piece of data or set of data elements
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De-Duplication
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The elimination of overlap in your online advertising
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Demographic
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Defining an audience by a quantifiable charactersitic or set of characteristics
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DMP
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Software that collects, stores, and sorts information to support targeted online advertising
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Exclusive Reach
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The size of an audience reached exclusively by a particular channel
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Frequency
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The number of times an audience member sees a campaign
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Identity
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The data that lets you know a consumer is the same no matter which touchpoint or channel he/she uses
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Impression
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The # of times an ad is seen or displayed whether or not it is clicked on
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Inbound Personalization
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Tailoring site content to a specific audience
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Key Performance Indicator
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Measurable goals to gauge campaign performance
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Last Touch Attribution
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Attributing a conversion entirely to the last interaction a customer made with a brand
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Lookalikes
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Audiences that look like existing ones, preferably high performers
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Marketing Platform
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A software suite that enables you to deliver personalized marketing at scale
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Media Intelligence
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Data and insight that helps you buy the right media, deliver it to the right audience, and measure performance across both
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Multi-Touch Attribution
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Distributing credit of an ad’s effectiveness to more than one impression or channel
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Omnichannel
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Using different channels to deliver your marketing campaigns
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Predictive Analytics
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Analyzing data to predict buyer intent
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Privacy
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The boundaries that define how marketers store, repurpose or share consumers’ personal information
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Quality User
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A prospect or customer who logs into an online channel consistently
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Raw Data
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Unprocessed information, usually from a first-party source
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Reach
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Total number of people that have viewed your ad at least once during a campaign
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Real-Time
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Marketing actions or data that reflect and react to events as they happen
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Relevance
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Delivering the right content at the right time for a customer
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Retargeting
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Serving advertisements to customers based on prior Internet use
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Sales Funnel
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The process through which your customer makes a decision
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Segmentation
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Dividing a target market into subsets of customers
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Single View
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Gaining a clear, singular picture of a customer or prosect in real time
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Targeting
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Placing content to reach consumers based on various traits
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Verification
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Connecting names with contact information to ensure accuracy
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Zip+4
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A more-targeted identifier for geo-based marketing campaigns