As marketers we like to communicate in arcane phrases and abbreviations, most of which have very specific that no one who wasn’t in the know would ever know.
In an attempt to demystify some of the stuff we say here is a glossary of some of the marketing lingo, terms, and acronyms that get used in the industry.
All of the terms listed here are simplified as much as possible and explained in plain language . Related terms are linked below each item for easy cross-referencing. Most of them aren’t even particularly complicated to begin with. We just like to think they are.
Please note this page is essentially a hyperlinked document that allows you to jump from term to term by clicking linked words and therefore is updated frequently due to the rapidly changing landscape of terms and lingo in the world of digital marketing and SEO.
Terms and acronyms
An action that gets the credit for goals and conversions
Figuring out what particular aspect of a marketing campaign led to a customer completing a significant and desired action can sometimes be difficult. Attribution is the process of assigning credit for a conversion or goal to one specific action or a series of actions. There are different attribution schemes one can use such as First Click Attribution which gives all the credit for a conversion to the first click that lead to the conversion.
An action on a website that is taken by a user and advances business goals.
The concept of a conversion has to do with the fact that a visitor is converting from one state to another by taking a specific action. A visitor may be converting to a lead. Or to a customer. The specifics of the conversion are decided by the business goals and process.
High quality traffic
Users who interact with the web site in meaningful ways.
High quality traffic is users who interact with the site and generate goals and conversions. High quality traffic is the desired result of paid search and SEO optimizations. If you are getting traffic on your site but it is not high quality then there are two things you should examine. Are you getting the correct traffic to your site to begin with? Or is the right traffic arriving but your site is not providing the proper user experience for the users who are arriving.
Key Performance Indicator
These are the numbers that you can look at to evaluate the success of your marketing campaign. KPIs should be determined in advance as a way to determine if your campaign is working or not. KPIs should be as specific as possible. A KPI is neither a goal or a conversion, but a measurement tool. A KPI does not generate income, but rather is a way to objectively measure how a campaign is performing.
An abstraction of the customer acquisition proces.
Visualized as a funnel-shaped object: wide at one end and narrow at the other. This shape signifies the fact that there are a large number of prospects at the beginning of the funnel but that number steadily decreases as the far end of the funnel is reached. Customers are often described by what stage of the funnel they are located at. A good marketing will respond differently to customers who are at different locations along the funnel.
Unpaid search traffic.
User that arrive at a site as a result of a non-paid listing in a search engine results page. Essentially the opposite of PPC.
Essentially a euphemism for paid search. One bids to have their ad appear on a search results page when certain search terms are typed in by a searcher. This is a way that a page with a low SEO ranking can climb ahead of organic results in the search listings.
Traffic that arrives from another site
Users that arrive on the site by following a link from another site. The other site is often referred to as the referring site or the referrer. Generally speaking, if a user arrives by clicking a link on a search engine results listing this would not be considered refderrak traffic but rather either organic or paid search traffic.
The process of separating data into discrete chunks based on specific factors.
When analyzing your website traffic it is important to be as specific as possible. By applying segmentation to your data, in this case the users who access your site, you attempt to differentiate groups of users so that you can target their needs and desires more precisely.
This article is updated on an ongoing basis. The marketing landscape moves fast. Check back often!