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   B   C   D   E   F   G   H   I   J   K   L   M   N   O   P   Q   R   S   T   U   V   W   X   Y   Z

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A


Account-based marketing is a B2B strategy that collectively engages contacts within a target account.

Advertising is the process of using content to attract and convert customers on a non-owned property.

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. 

A model used to automate content delivery according to a customer’s journey with a brand. 

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C


Content management refers to the sourcing, creation, management and delivery of digital content.

A software application or set of tools and capabilities to create, manage and deliver content.

Content marketing refers to the strategy and business processes that deliver digital assets to a defined audience.

A calculation that reveals how well online traffic is converting into revenue.

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

The process advancing a customer’s journey through the sales funnel.

Delivery of co-ordinated customer experiences to advance customers through the sales cycle.

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

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

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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. 

The execution of a marketing strategy through a single online channel or multiple channels for the purpose of improving conversion rates.

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

Drop delivery 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. 

A dynamic web page assembles the content as the visitor requests it, typically to integrate content or data that is specific to the visitor.

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E


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

Software that enables buying and selling via a frontend and backend system.

The creation, optimisation, delivery, measurement and analysis of a single or multi-step email engagement with an  audience.

A technology vendor that offers enterprise-level marketing via an email channel.

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H


A content management system that separates the presentation layer from the delivery layer of content.

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I


Inbound marketing refers to campaigns where engagement is initiated by the consumer.

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.

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J


The tools and technology used to map a customer’s interactions with a brand.

A tool to understand a customer journey and deliver personalised experiences for engagement along the journey.

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L


The process of identifying and nurturing customers through the conversion funnel.

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M


The technology that automates the orchestration of interactions with customers.

Mobile analytics allows companies to track and analyse the behaviour 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. 

Connecting with and delivering messages to customers via mobile channels and devices. 

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O


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

The practice of personalising content to create unique interactions with individual customers.

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P


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

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

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R


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

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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. 

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V


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