Glossary

A/B Testing

A/B Testing is a method of comparing two versions of a webpage or app against each other to determine which one performs better. By randomly showing users either version A or B, businesses can analyze which version leads to...

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Account-Based Marketing (ABM)

Account-Based Marketing (ABM) is a targeted marketing strategy that focuses on specific accounts or organizations rather than a broader audience. It involves personalized campaigns designed to engage key stakeholders within...

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Application Programming Interface (API)

An Application Programming Interface (API) is a set of protocols and tools that allow different software applications to communicate and interact with each other. APIs enable developers to access specific functionalities or data...

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Attribution Modeling

Attribution Modeling is a set of methods used to assign credit to various marketing channels and touchpoints that contribute to a conversion or desired outcome. By analyzing customer interactions across channels, businesses can...

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Average Order Value (AOV)

Average Order Value (AOV) is a metric that calculates the average amount spent by customers in a single transaction on your e-commerce platform. It is determined by dividing total revenue by the number of orders over a specific...

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Backlink

A backlink is a hyperlink on one website that points to another website. Backlinks are important for SEO (Search Engine Optimization) as they signal credibility and relevance to search engines. The quality and quantity of...

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BigQuery

BigQuery is a fully-managed, serverless data warehouse offered by Google Cloud, designed for handling large-scale analytics. It enables users to run SQL queries on massive datasets quickly and efficiently, allowing for real-time...

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Bounce Rate

Bounce Rate is a web analytics metric that measures the percentage of visitors who leave a website after viewing only one page, without taking any further action. A high bounce rate may indicate that the page content did not...

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Canonical URL

A canonical URL is the preferred web address for a specific piece of content, indicating to search engines which version should be indexed or ranked. This helps prevent duplicate content issues by consolidating the ranking...

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Category Entry Points (CEPs)

Category Entry Points (CEPs) are strategically placed, highly visible links or navigational elements that serve as the initial access points for users to explore specific categories or sections of a larger digital structure,...

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Churn Rate

Churn Rate is the percentage of customers who stop using a company's product or service during a specific time period. It is a critical metric for businesses to understand customer retention and identify areas for improvement to...

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CIE3

The International Commission on Illumination's 3rd technical committee (CIE3), focuses on lighting education and outreach. This pivotal group develops and disseminates educational resources, promoting best practices and...

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Click-Through Rate (CTR)

Click-Through Rate (CTR) is a digital marketing metric that measures the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is calculated by dividing the number...

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Cohort Retention 

Cohort Retention is a metric that measures the percentage of users from a specific group (or cohort) who continue to engage with a product or service over time. This analysis helps businesses understand user behavior, assess the...

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Conversion Rate (CVR)

Conversion Rate (CVR) is the percentage of visitors to a website or landing page who complete a desired action, such as making a purchase, signing up for a newsletter, or filling out a contact form. It is calculated by dividing...

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Cost Of Goods Sold (COGS)

The Cost of Goods Sold (COGS) is a crucial financial metric representing the direct costs attributable to the production of the goods or services a company sells. It is an expense category on the income statement and is...

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Cost Per Acquisition (CPA)

Cost Per Acquisition (CPA) is a digital marketing metric that measures the cost associated with acquiring a new customer or conversion action. It indicates how much a business spends on campaigns to gain each customer,...

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Cost Per Click (CPC)

Cost Per Click (CPC) is a digital advertising metric that represents the amount an advertiser pays each time a user clicks on their online ad. It is a key component of pay-per-click (PPC) advertising models, commonly used in...

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Cost Per Lead (CPL)

Cost Per Lead (CPL) is a key digital marketing metric that quantifies the average monetary expenditure required to acquire a single prospective customer, known as a lead. Technically, it is calculated by dividing the total...

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Cost Per Mille (CPM)

Cost Per Mille (CPM) is a digital advertising metric that represents the cost of acquiring 1,000 impressions of an advertisement. It is commonly used in online advertising, allowing marketers to understand campaign costs...

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Cross-Device Tracking

Cross-Device Tracking is a method used to identify and analyze user interactions across multiple devices, such as smartphones, tablets, and desktops. This technique enables marketers to understand the customer journey more...

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Cross-Selling

Cross-selling is a revenue optimization strategy within marketing and sales, aiming to increase the Average Transaction Value (ATV) and Customer Lifetime Value (CLV). Technically, it involves the algorithmic or strategic...

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Customer Effort Score (CES)

Customer Effort Score (CES) is a metric that measures the ease of customer interactions with a business, specifically focusing on how effortlessly customers can complete tasks or resolve issues. A lower CES indicates a smoother...

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Customer Journey

The Customer Journey refers to the complete experience a customer has with a brand, from initial awareness through to the final purchase and beyond. It encompasses all interactions across various touchpoints, including...

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Customer Relationship Management (CRM)

Customer Relationship Management (CRM) refers to strategies, technologies, and practices that organizations use to manage and analyze customer interactions throughout the customer lifecycle. The goal of CRM is to improve...

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Customer Satisfaction (CSAT)

Customer Satisfaction (CSAT) is a metric that gauges how satisfied customers are with a company's products, services, or experiences. It is typically measured through surveys asking customers to rate their satisfaction on a...

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Data Governance

Data Governance is a framework that establishes policies, procedures, and standards for managing an organization's data assets. It ensures data quality, security, privacy, and compliance, promoting consistent and responsible...

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Data Mining

Data Mining is the process of discovering patterns, correlations, and insights from large sets of data using statistical techniques, machine learning, and artificial intelligence. This analytical method helps organizations make...

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Domain Authority (DA)

Domain Authority (DA) is a search engine ranking score developed by Moz that predicts how well a website will rank on search engine result pages (SERPs). Ranging from 1 to 100, a higher score indicates a greater likelihood of...

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Earned Media

Earned media refers to publicity gained through promotional efforts other than paid media, such as press coverage, social media shares, and word-of-mouth. It represents the exposure a brand receives from customers and the...

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Extensible Markup Language (XML)

Extensible Markup Language (XML) is a markup language and file format for storing, transmitting, and reconstructing arbitrary data. It defines a set of rules for encoding documents in a format that is both human-readable and...

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File Transfer Protocol (FTP)

File Transfer Protocol (FTP) is a standard network protocol used to transfer files between a client and server over a TCP/IP network. It enables users to upload, download, and manage files on remote servers, ensuring secure...

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First Contact Resolution (FCR)

First Contact Resolution (FCR) is a key performance metric in customer service that measures the ability to resolve customer inquiries or issues during the first interaction, without the need for follow-up. It reflects the...

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Frequently Asked Questions

A Frequently Asked Questions (FAQ) section is a dedicated compilation of common inquiries and their comprehensive answers, designed to efficiently address user needs and provide immediate information. Its primary purpose is to...

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Gamification

Gamification is the process of incorporating game elements such as points, badges, leaderboards, and challenges into non-game contexts, such as education, marketing, and employee engagement. This strategy leverages the...

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Generative Engine Optimization (GEO)

Generative Engine Optimization (GEO) refers to the process of enhancing the performance and effectiveness of generative algorithms in digital content creation. This involves fine-tuning algorithms to produce high-quality,...

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Gross Profit Margin (GPM)

The Gross Profit Margin (GPM) is a financial metric that quantifies a company's profitability by expressing gross profit as a percentage of net sales (revenue). Mathematically, it's calculated as: GPM = Net SalesNet Sales −...

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Growth Hacking 

Growth Hacking is a data-driven strategy that focuses on rapid experimentation across marketing channels and product development to identify the most efficient and effective ways to grow a business. This approach emphasizes...

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HyperText Markup Language

HyperText Markup Language (HTML) is the foundational language for creating web pages, defining their structure and content. It uses a system of "elements" enclosed in tags to organize text, images, and other media. These...

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Hypertext Transfer Protocol (HTTP)

Hypertext Transfer Protocol (HTTP) is an application protocol used for transmitting hypermedia documents, such as HTML, across the internet. It facilitates communication between web browsers and servers, allowing users to...

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Inbound Marketing

Inbound Marketing is a customer-centric marketing strategy that focuses on attracting, engaging, and delighting customers through valuable content and experiences rather than traditional advertising. It utilizes various channels...

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Inbound WebRTC

Inbound WebRTC is the process where a web browser initiates a real-time communication (RTC) session into an existing system, such as a Contact Center or a proprietary communication platform, without requiring the end-user to...

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ISO 31000:2018 | Risk management — Guidelines

ISO 31000 is an international standard providing principles, framework, and process for managing risk. It is a set of guidelines, not a mandatory specification, meaning it doesn't certify organizations but offers a universally...

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ISO/IEC 22989:2022 | Artificial intelligence — Artificial intelligence concepts and terminology

ISO/IEC 22989:2022 is the international standard that establishes a common conceptual framework and terminology for the field of Artificial Intelligence (AI). It defines fundamental AI concepts, clarifies relationships among...

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ISO/IEC 23894:2023 | Artificial intelligence — Guidance on risk management

ISO/IEC 23894:2023 is an international standard providing guidance on the management of risk related to the use of artificial intelligence (AI) systems and AI-enabled products. It outlines an AI-specific risk management process...

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ISO/IEC 27001:2022 | Information Security Management Systems

ISO/IEC 27001 is the international standard specifying the requirements for establishing, implementing, maintaining, and continually improving an Information Security Management System (ISMS). An ISMS is a systematic approach to...

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ISO/IEC 38507:2022 | Information technology — Governance of IT — Guidance on the governance implications of the use of artificial intelligence by organizations

ISO/IEC 38507:2022 (Information technology — Governance of IT — Guidance on the governance implications of the use of artificial intelligence by organizations) is an international standard that provides comprehensive guidance to...

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ISO/IEC 42001:2023 | AI Management Systems

ISO/IEC 42001:2023 is the international standard for establishing, implementing, maintaining, and continually improving an Artificial Intelligence Management System (AIMS). It provides a comprehensive framework based on the...

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ISO/IEC 42005:2025 | Artificial intelligence — AI system impact assessment

ISO/IEC 42005 (Artificial intelligence — AI system impact assessment) is an emerging international standard providing guidelines for organizations to conduct a thorough and systematic impact assessment of their Artificial...

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JavaScript Object Notation (JSON) 

JavaScript Object Notation (JSON) is a lightweight data interchange format that is easy for humans to read and write, and easy for machines to parse and generate. It uses a text format that is completely language-independent,...

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Keyword Cannibalization

Keyword Cannibalization occurs when multiple pages on a website target the same or similar keywords. This can lead to confusion for search engines, which may struggle to determine which page to rank higher, ultimately diluting...

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Knowledge Graph

A Knowledge Graph (KG) is a structured representation of real-world entities, their attributes, and the relationships between them, designed to enhance machine understanding and facilitate intelligent applications. By organizing...

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Large Language Model

A Large Language Model (LLM) is an artificial intelligence program trained on a massive dataset of text and code, enabling it to understand, generate, and process human language with remarkable fluency and coherence. LLMs...

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Lead Generation

Lead Generation is the process of attracting and converting prospective customers (leads) into individuals who have expressed interest in a company’s product or service. This involves capturing their contact information through...

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Lead Nurturing

Lead Nurturing is the process of developing and maintaining relationships with potential customers throughout their buying journey. It involves sending targeted, relevant content and communications to engage leads, build trust,...

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Lifetime Value (LTV)

Lifetime Value (LTV) is a metric that estimates the total revenue a business can expect from a single customer throughout their entire relationship with the company. LTV helps businesses determine how much to invest in acquiring...

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Minimum Viable Product (MVP)

A Minimum Viable Product (MVP) is a simplified version of a product that is developed with the minimum features necessary to satisfy early adopters. It allows a team to collect validated learning about customers with the least...

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Named Entity Recognition (NER)

Named Entity Recognition (NER) is a natural language processing (NLP) technique that identifies and classifies key information (entities) in unstructured text into predefined categories. These categories typically include names...

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Native Advertising

Native advertising is a type of paid media that matches the look, feel, and function of the content on the platform where it appears. Unlike traditional ads, native ads blend seamlessly with organic content, enhancing user...

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Natural Language Processing (NLP)

Natural Language Processing (NLP) is a field of artificial intelligence that enables computers to understand, interpret, and generate human language. It combines computational linguistics—rule-based modeling of human...

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Near Field Communication (NFC)

Near Field Communication (NFC) is a wireless technology allowing devices to communicate and exchange data when they are in close proximity, typically within a range of a few centimeters. It utilizes electromagnetic fields to...

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Net Promoter Score (NPS)

Net Promoter Score (NPS) is a metric used to gauge customer loyalty and satisfaction by asking clients how likely they are to recommend a company's products or services on a scale from 0 to 10. Respondents are categorized...

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Neuromarketing

Neuromarketing is the application of neuroscience and psychology to analyze consumer behavior and decision-making processes. By using techniques such as brain imaging and biometric tracking, it helps marketers understand how...

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Out-of-Home Advertising (OOH)

Out-of-Home Advertising (OOH) refers to any advertising format that reaches consumers when they are outside their homes, including billboards, transit ads, street furniture, and digital displays. OOH is designed to capture...

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Outbound Marketing

Outbound Marketing refers to traditional marketing efforts where businesses actively seek to reach consumers through methods such as television ads, radio spots, cold calling, direct mail, and social media ads. Unlike inbound...

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Page Authority (PA)

Page Authority (PA) is a search engine ranking score developed by Moz that predicts how well a specific page will rank on search engine result pages (SERPs). This score, ranging from 1 to 100, is calculated based on various...

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Pay-Per-Click (PPC)

Pay-Per-Click (PPC) is an online advertising model where advertisers pay a fee each time their ad is clicked. It’s a way to buy visits to your site, rather than earning them organically. The most common platform for PPC is...

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Predictive Modeling

Predictive Modeling is a statistical technique that uses historical data and machine learning algorithms to forecast future outcomes. By identifying patterns and relationships in the data, this approach enables businesses to...

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Product Page Optimization (PPO)

Product Page Optimization (PPO) refers to the strategic process of enhancing individual product pages to improve user experience, increase conversion rates, and boost search engine visibility. This involves optimizing content,...

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Programmatic Advertising

Programmatic Advertising refers to the automated buying and selling of online advertising space in real time, utilizing software algorithms. This process enhances efficiency by targeting specific audiences based data analysis,...

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Responsiveness 

Responsiveness refers to the ability of a website or application to adapt seamlessly to different screen sizes and orientations, ensuring an optimal user experience across devices such as desktops, tablets, and smartphones. This...

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Retrieval-Augmented Generation (RAG)

Retrieval-Augmented Generation (RAG) is an AI framework that enhances the output of large language models (LLMs) by giving them access to external, verifiable knowledge bases. Unlike traditional LLMs that rely solely on their...

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Return on Ad Spend (ROAS)

Return on Ad Spend (ROAS) is a marketing metric that measures the revenue generated for every dollar spent on advertising. It is calculated by dividing total revenue from ads by the total ad spend. A higher ROAS indicates a more...

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Return on Investment (ROI)

Return on Investment (ROI) is a performance measure used to evaluate the efficiency or profitability of an investment. It is calculated by dividing the net profit generated from the investment by the initial cost of that...

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Robotic Process Automation (RPA)

Robotic Process Automation (RPA) is a technology that utilizes software robots or "bots" to automate repetitive and rule-based tasks across various applications, improving efficiency and accuracy in business processes. RPA helps...

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Sales Funnel

A sales funnel is a marketing model that illustrates the customer journey from the initial awareness of a product or service to the final purchase decision. It highlights various stages, typically including awareness, interest,...

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Salient Object Subitizing (SoS)

Salient Object Subitizing (SoS) is a specialized form of object subitizing that involves the immediate and precise quantification of a small number (typically one to four) of the most visually conspicuous or contextually...

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Scroll Depth

Scroll Depth is a web analytics metric that measures how far down a webpage a visitor scrolls during their session. By analyzing scroll depth, marketers can assess user engagement, content effectiveness, and overall website...

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Search Engine Optimization (SEO)

Search Engine Optimization (SEO) is the practice of enhancing a website's visibility in search engine results pages (SERPs) through organic strategies. This involves optimizing content, improving site architecture, and...

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Search Everywhere Optimization

Search Everywhere Optimization (SEO) is a holistic approach to enhancing the discoverability and visibility of information or assets across all potential search interfaces and platforms, not just traditional web search engines....

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Search Experience Optimization (SXO)

Search Experience Optimization (SXO) refers to the strategic practice of enhancing the overall user experience during search interactions. This involves optimizing search engines, content, and user interface elements to ensure...

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Search Generative Experience (SGE)

Search Generative Experience (SGE) redefines information retrieval by integrating generative AI directly into search engine results. Instead of merely presenting a list of links, SGE synthesizes information from multiple sources...

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Search Intent

Search Intent refers to the reason behind a user's query when searching online. It encompasses the user's underlying motivation and goals, which can be categorized into types such as informational, navigational, transactional,...

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Sentiment Analysis

Sentiment Analysis is the computational method of evaluating and categorizing emotions within text data to determine the overall sentiment expressed, such as positive, negative, or neutral. This technique is widely used in...

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Silo Structure

A silo structure in digital content refers to an organized framework that categorizes related information into distinct sections or groups, enhancing navigation and user experience. This hierarchical approach helps improve SEO...

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Social Listening

Social Listening is the practice of monitoring digital conversations and social media platforms to gather insights about a brand, industry, or audience. This process involves analyzing mentions, comments, and trends to...

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Stock-Keeping Unit (SKU)

A Stock Keeping Unit (SKU) is a unique, alphanumeric identifier assigned by a retailer or manufacturer to a specific product to internally track inventory. It is a fundamental component of inventory management systems and...

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Storyselling

Storyselling is a marketing technique that combines storytelling and selling to engage an audience emotionally. By weaving a narrative into the sales process, businesses can create a deeper connection with potential customers,...

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Storytelling

Storytelling is the art of using narrative to convey messages and engage audiences. It combines characters, plot, and themes to create emotional connections, enhance understanding, and inspire action. Effective storytelling...

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Time to Value (TTV)

Time to Value (TTV) is a crucial metric that quantifies the duration it takes for a customer to realize the anticipated benefits or value from a newly purchased product or service. It is measured from the point of initial...

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Tokenization

Tokenization is the process of converting sensitive data into unique tokens that can be used in place of the original information without compromising security. This technique protects sensitive data while maintaining its...

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Two-Factor Authentication (2FA)

Two-Factor Authentication (2FA) is a security process that requires two separate forms of identification to gain access to an account or system. It combines something the user knows (like a password) with something they have...

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Unique Selling Proposition (USP)

A Unique Selling Proposition (USP) is a distinct feature or benefit that sets a product or service apart from its competitors. It defines what makes a brand unique and communicates the specific value offered to customers,...

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Upselling

Upselling is a sales technique designed to maximize average transaction value (ATV) and customer lifetime value (CLV) by encouraging a customer to purchase a higher-priced, premium, or upgraded version of a product or service...

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Urchin Tracking Module

The Urchin Tracking Module (UTM) is a set of five URL parameters used in digital marketing to track the efficacy of online marketing campaigns and content across traffic sources. When appended to a URL, these tags relay critical...

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User Experience (UX)

User Experience (UX) refers to the overall experience a user has while interacting with a digital product or service. This encompasses aspects such as usability, accessibility, and emotional response, ensuring that the interface...

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User Interface (UI)

User Interface (UI) refers to the means by which a user interacts with a digital device or software application. It encompasses everything from buttons and icons to layout and visual design, focusing on the aesthetics and...

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User-Generated Content (UGC)

User-Generated Content (UGC) refers to any form of content, such as text, videos, images, or reviews, created and shared by users rather than by brands. UGC is often published on online platforms, including social media, forums,...

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Virtual Local Area Network (VLAN)

A Virtual Local Area Network (VLAN) is a unique IP subnet configured on a network switch that allows separation and segmentation of network traffic. By creating logically isolated networks within a physical network, VLANs...

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Voice over IP (VoIP)

Voice over IP (VoIP) is a technology that enables voice communication and multimedia sessions over the internet. By converting audio into digital signals, it allows users to make phone calls through broadband connections instead...

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Web Accessibility

Web Accessibility refers to the practice of designing and developing websites that are usable by people with disabilities. This includes ensuring compatibility with assistive technologies and providing alternative means of...

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Website Cookies

Website cookies, formally known as HTTP cookies or browser cookies, are small pieces of data—specifically, text files—that a web server sends to a user's web browser. The browser stores this data and sends it back to the server...

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Zero-Party Data

Zero-Party Data refers to information that a customer willingly shares with a brand, including preferences, intentions, and motivations. Unlike first-party data, which is collected through interactions, zero-party data is...

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