Marketing Performance Management is considered one of the most challenging aspects of marketing. More than 50% of marketers globally don’t know how to measure their performance marketing.
Moreover, this becomes ever more challenging with enterprises that use tons of marketing and sales channel
With the passage of time and advancement in business technology, digital marketing services are becoming the forefront channel for businesses to promote themselves and acquire new customer’s.
From a small 15 person company to enterprises with over 5000 employees, digital marketing has become ever essential.
As digital marketing continues to introduce new terms as a CMO you can’t be outdated and left behind.
List of 100+ Marketing Performance Terms every CMO should know to stay on top of digital marketing
1 – ARPU
ARPU stands for Average Revenue Per User. It is calculated by dividing the entire revenue in a specific time with the sum of all the active users.
2 – Abandon Rate
Abandon Rate is the percentage of customers that abandons or withdraws their shopping cart, before purchase.
3 – Accepted/Delivered Rate
Accepted/Delivered Rate is the number of successful email delivery received by subtracting bounced emails from the sent emails.
4 – Affiliate Marketing
Affiliate Marketing is the process of earning a commission by promoting other people’s (or company’s) products.
5 – Ad Network
Ad Network refers to an online ads platform or service that helps in displaying your ad on different websites or partnering services.
6 – Allowable Acquisition Cost
Allowable Acquisition Cost is the exact or maximum cost that an advertiser is willing to pay to acquire a customer
7 – Analytics
Analytics are the statistics or metrics used to review the performance of any marketing campaign or website.
8 – A/B testing
A/B testing checks two or more versions of a web or landing page to identify the one with the better conversion.
9 – Above the Fold
Above the Fold is the viewable area of a website or webpage that can be seen without scrolling the mouse
10 – Activity Metrics
Activity Metrics measures the sales activities such as email sending, social media campaign, cold calling, etc.
11 – Baseline Metrics
Baseline Metrics set the base or benchmark to track the future sales performance
12 – Benchmarking
Benchmarking means comparing the performance of business against the industry standards and discover enhancement opportunities
13 – Beacons
It is the latest technology for tracing in-store behavioral data with the help of mobile devices
14- Behavioral Targeting
Behavioral Targeting is a method to boost the efficiency of the campaigns that advertiser display using the data gathered from the behavior inside web browsers
15 – Believability and Reputation
It is a data quality metrics that are used to check the quality of data using a wide range of factors
16 – Break Even Response Rate
Break Even Response Rate is calculated by dividing the net revenue with cost per piece mailed of a positive sale
17 – Completed Video / View
It is a call-to-action metric in which the number of users who clicks any CTA of video for conversion is considered after all video ads are shown.
18 – Conversion
Conversion is the successful and complete purchase of a user.
19 – Conversion Rate
Conversion Rate is the percentage of visitors that convert into a customer. It is calculated by dividing entire visitors with the number of sales.
20 – Cost Per Action
Cost Per Action is the exact cost which is paid by the advertisers for different activities such as visitors engagement, sales or lead signup.
21 – Cost Per Click
Cost Per Click is the cost that is paid by the advertiser for each click on their ads in a PPC campaign.
22 – Cost Per Install
Cost Per Install is the precise cost paid by the advertisers after the successful installation of an app, usually mobile apps.
23 – Cost Per Mile or Cost per Thousand Impressions (CPM)
Cost Per Mile is the fixed cost that is paid by advertisers after getting a thousand impressions on a single ad.
24 – Cost Per Complete Video
Cost Per Complete Video is the specific cost paid by the advertisers when their video is viewed completely through a paid promotion.
25 – Cost Per Video View
Cost Per Video View is the cost of displaying a video ad paid by the advertisers
26 – Click through Rate
Click through Rate is the percentage of clicks received against the total number of impressions.
27 – Call-to-Action
Call-to-Action is an appealing text or image that entice a visitor to take some action on it
29 – CHi-squared Automatic Interaction Detection (CHAID)
CHAID is a method to discover all those top variables that create the difference among the two groups or campaigns.
29 – Clusters
It is a practice of merging all those customers having identical features and separates them from those customers having multiple features
30 – Collaborative Filtering
Collaborative Filtering is all about forecasting the most probable product of a customer by gathering specific data
31 – Consistent Representation
It is used to track the quality of data among all the associated products
32 – Contact Strategy
Contact Strategy is the efforts done by a company to improve the interaction among their customer in completing the journey mapping process
33 – Contextual Advertising
It is a variety of text ads based targeted advertising displayed on a website and other marketing platforms
34 – Cookies
Cookies are small data bit included in user’s browser to detect the interactions of users with marketing ads and conversions.
35 – Cost Per Media Property
Cost Per Media Property is determined by dividing the test quality in thousands along with the CPM
36 – Cross Device Marketing
Cross-device marketing is the strategy that enables advertisers and marketers to reach users across all devices at multiple touchpoints.
37 – Customer Effort Score or Customer Experience Score
It is a customer satisfaction metric that determines the level of ease or difficulty a customer has with a business, website or app.
38 – Customer Journey Map
Customer Journey Map is a complete diagram that spots out every single step your customer take while interacting with your business or all the steps from a visitor to becoming your customer.
39 – Customer Segmentation
Customer Segmentation is the filtering of customers in different groups with respect to age, gender, education, campaigns, cost, etc.
40 – Click Pixel
Click Pixel is a tracking tag that is added in the HTML landing page instead of redirect link to view user’s click activity.
41 – Copy Testing
Copy Testing is a technique that checks the impact of different versions of an ad text or image on the end goal.
42 – Churn Rate
Churn Rate is the average number of customers that leave or opts out of your website, service or software.
43 – Demand Side Platform
Demand-side platforms (DSPs) are advertiser campaign management products that provide advertisers the ability to buy ad placements online in real time.
44 – Data Enhancement
Data Enhancement is an in-depth review of a user’s data with the objective to improve marketing campaigns and performance.
45 – Data Identification
Data Identification is the process of matching anonymous data with publicly available information, to discover the individual to which the data belongs to.
46 – Data Integration
Data Integration is the process of merging data sets among diverse applications to get a complete and integrated view of a customer’s data or activities.
47 – Data Privacy Management
Data Privacy Management is the process by which the data of a company is protected from stealing and misuse.
48 – Data Visualization
Data Visualization means visually showing marketing data through charts, graphs, dashboards and other visual forms of presenting data.
49 – Day Part Targeting
Day Part Targeting is limited marketing activity done at a precise time of the day
50 – Deterministic Matching
Deterministic Matching is all about checking the exact data record among two similar entities
51- Dwell Rate
Dwell Rate is the percentage of users exposed to a given piece of rich media content or advertising who interact with that content moving their cursors over it (but not clicking).
52 – Email Click-Through Rate
Email Click-Through Rate is the percentage of users that clicked a link within an email message.
53 – Engagement
Engagement is the involvement level of a customer with a business, website or apps.
54 – Exit Pages
Exit Pages means those pages of website from where a visitor leaves the site or are the last interaction page of a visitor on a website.
55 – Google AID
Google AID stands for Google Advertising Identifier. It is a distinctive ID given by Google Play services to track the conversion from the right traffic source accurately
56 – Gamification
Gamification means using gaming techniques to inspire visitors and enhance their engagement towards a business
57 – Geo-Targeting
Geo-Targeting is the technique to accurately locate the position of your visitors and to send targeted content to them, based on their location.
58 – Growth Hacking
Growth Hacking is a method of finding rapid and effective ways to boost a business’s marketing or sales objectives.
59 – Guerrilla Marketing
Guerrilla Marketing is a marketing technique to promote a business using unconventional way.
60 – Hard Bounces
Hard Bounces means email return because of an incorrect address
61 – IDFA/IFA
IDFA/IFA is a matchless Id provided by Apple to see the accurate traffic source of conversion
62 – Impression
Impression also referred as ad view. It is calculated by adding the total number of views of an ad when displayed on the web.
63 – Interaction Point
The point where the customer interacts with a business such as an email, social media, chat, etc.
64 – Interstitial
Interstitial means an ad that can be seen among two pages till the new page is loaded
65 – Jingle
Jingle is a small song or tune that is utilized in advertising for business promotion
66 – Key Performance Indicators
Performance metrics used to calculate the success of marketing or sales activities.
67 – Limit Ad Tracking
Limit Ad Tracking is a specific setting done by users to keep away from any advertising
68- Life Time Value
Life Time Value is the entire net profit which a business receives from a customer using long-term relationships.
69 – Landing Page
Landing Page is a specific page of a website which visitors view at first when they land to a website, usually through a paid ad campaign
70 – Measurement URL
Measurement URL is used to track the click of the correct advertising partner.
71 – Marketing Stack
Marketing Stack is the complete list of technology utilized to execute marketing actions
72 – Mix Optimization
Mix Optimization is all about identifying all those marketing channels that are generating results to get maximum outcome
73 – Marketing Mix
Marketing Mix means all the marketing techniques utilized by a
74 – Monthly Recurring Revenue
Monthly Recurring Revenue is probable revenue of business of an entire month across all customers or clients
75 – Net Promoter Score
Net Promoter or Net Promoter Score is a management tool that can be used to gauge the loyalty of a firm’s customer relationships.
76 – Offline Attribution
Offline Attribution means tracking all the offline marketing activities of a business such as physical store interaction, contact center, etc.
77 – Personally Identifiable Information
Personally Identifiable Information is the data used to track the identity of an individual
78 – Process Map
Process Map is a figure used to understand all the process in a sequence, usually a marketing process.
79 – Profit And Loss Measure
Profit And Loss Measure is used to calculate the success ratio of your marketing campaign
80 – Publisher
A publisher is a business that offers marketing facilities on their platform to the advertisers at a certain fee.
81 – Qualified lead
Qualified lead means a lead that has maximum chances of conversion as compared to other leads
82 – Reach
Reach is an exact figure of distinctive users that is successfully reached using any advertising campaign.
83 – Real-Time Bidding
Real Time Bidding is a process by which advertising inventory is bought and sold on a per-impression basis, via programmatic and real-time auctions.
84 – Re-engagement
Re-engagement is the marketing strategy designed to reach those visitors who visited your website earlier or didn’t convert into the customers in the past.
85 – Referral Traffic
Referral Traffic is the traffic that comes from a third party or external websites.
86 – RFM Analysis
RFM stands for (Recency Frequency Monetary Analysis). It is a technique used to identify customer recent purchase, the frequency of purchase and their spending’s.
87 – Required Response Rate
Required Response Rate is determined by dividing target CPL with media CPM.
88- Roll Up Map
Roll Up Map is a map summary to highlight the main customer interaction areas during the customer journey phase.
89 – Simple ROI
Simple ROI is the first version of the ROI formula (net income divided by the cost of investment) is the most commonly used ratio
90 – Soft Bounces
Soft Bounces are the returned emails due to space unavailability of a recipient or they being on vacation.
91 – Story Maps
Story Maps are the data maps in which customer opinions are mentioned
92 – Technographic Targeting
Technographic Targeting checks the communication ability of customers using communicating devices and takes the conclusion by these devices.
93 – User Acquisition
User Acquisition is all about getting new users using different marketing campaigns
94 – Unique Value Proposition
Unique Value Proposition describes the benefit of your offer, how you solve your customer’s needs and what distinguishes you from the competition
95 – Usage
Usage shows all the visitors activity on a website or app.
96 – Unique Clicks
Unique Clicks means all the clicks on a link, website or ad from different users without any duplication
97 – View-through
View-through is the attainment of visitors by advertiser after sighting their ad
98 – Visits
Visits are the total number of people who view your website
99 – Workflow
Workflow means a list of tasks that should be done in a sequence to complete a job
100- Yield Management
Yield Management is the process of using advanced business tactics and tools to maximize revenue and profits.
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