Marketing and Commerce Term Glossary

Go beyond simple definitions. In this glossary, you’ll find in-depth discussions with industry experts about topics that are relevant to marketing and commerce professionals today. 

A


Analytics is the process of defining a method to transform data into action. 

Audience targeting is the ability to take your full audience of prospective customers and segment it into groups based on different criteria. 

C


Cross-channel marketing is the ability for brands to connect with their customers on an array of different communications channels. 

A data file that compiles traits and behaviors of an individual. 

Customer segmentation groups customers depending on certain characteristics using data sources. 

D


Data analytics is the act of pulling out important business insights from the different kinds of information that you have about your customers. 

A demand-side platform (DSP) aggregates access to supply-side partners so that advertisers can message their consumers across channels. 

Display advertising includes text- and image-based advertisements that live on websites, apps, or other digital properties. 

Drop shipping is a distribution method where the retailer does not physically store products, but works with a drop-ship supplier to allocate orders to a manufacturer. 

E


E-commerce describes the action of buying or selling goods or services through digital channels like the internet.

I


The Internet of Things is a conglomerate of interconnected computing devices in the physical realm, often quite small, that performs specific actions and collects information.

M


Mobile analytics allows companies to track and analyze the behavior of customers on mobile applications and devices. 

Mobile commerce or m-commerce specifically refers to consumers or businesses making a purchase through a mobile device like a smartphone or tablet. 

O


Omnichannel marketing is the process of driving customer engagement across all channels with seamless, targeted messaging.

P


Personalization is taking what we know about a person and their digital behavior and delivering the next best experience. 

Programmatic advertising is the automation of buying and selling advertisements using mainly real-time bidding. 

R


A recommendation engine is a software system that personalizes experiences by identifying the right offer, product, or content. 

S


Search engine marketing uses paid ads that appear at the top of a search engine results page to drive customer action and engagement. 

Split testing is when you take incoming traffic into a digital experience, like a website or mobile app, and randomly assign each person into a different group. 

V


A recommendation engine is a software system that personalizes experiences by identifying the right offer, product, or content.