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. 

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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. 



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. 



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



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.



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. 



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



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. 



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



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. 



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