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As digital marketing continues to introduce new terms as a CMO you can’t be outdated and left behind.
Here is the list of 100+ essential Marketing Performance Terms every CMO should know to stay on top of digital marketing.
A
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.
B
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
C
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.
D
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).
E
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.
G
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.
H
60 – Hard Bounces
Hard Bounces means email return because of an incorrect address
I
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
J
65 – Jingle
Jingle is a small song or tune that is utilized in advertising for business promotion
K
66 – Key Performance Indicators
Performance metrics used to calculate the success of marketing or sales activities.
L
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
M
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
N
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.
O
76 – Offline Attribution
Offline Attribution means tracking all the offline marketing activities of a business such as physical store interaction, contact center, etc.
P
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.
Q
81 – Qualified lead
Qualified lead means a lead that has maximum chances of conversion as compared to other leads
R
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
S
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
T
92 – Technographic Targeting
Technographic Targeting checks the communication ability of customers using communicating devices and takes the conclusion by these devices.
U
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
V
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
W
99 – Workflow
Workflow means a list of tasks that should be done in a sequence to complete a job
Y
100- Yield Management
Yield Management is the process of using advanced business tactics and tools to maximize revenue and profits.
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