Nowadays, knowledge of marketing terminology is important because it helps to understand the specifics of the industry, and also greatly facilitates cooperation with agencies and specialists. And there marketing dictionary comes in! Below are terms of marketing in alphabetical order. If you know what word you are looking for, you can use ctrl + f to speed up the search.
Marketing terms with definitions:
A
A / B – a type of experiment used to compare the effectiveness of several versions of the entire website subpage (eg shopping cart or landing page for PPC type campaigns).
Actionable data – practical data that helps in making specific, responsible business decisions.
Alias – “in the online world” is an alternative, easier to remember URL or email. It increases the attractiveness of the website.
Analytic paralysis – a phenomenon that occurs when the costs incurred for analysis exceed the benefits that it can bring.
API (Application Programming Interface) – is a strictly defined set of rules and their descriptions, in which computer programs communicate with each other. The task of the API is to provide the appropriate subprogram specifications, data structures, object classes and required communication protocols.
Average Session Duration (in Google Analytics) – the average time that a unique user spent on the site. Due to the method of measurement in the case of the last page viewed (the so-called abandon page), the system is not able to precisely determine the time spent on it.
B
Banner – is a graphic element of a fixed size whose task is to present the advertisement. It often occurs in the form of files: flash, gif or jpg.
Bounce rate – in online analytics: the percentage of on-site visits, that is, during which the surfer viewed only one subpage, and then left the site. In Google Analytics, bounce rate is affected not only by pageviews, but also by events – if one event was recorded during the visit (not marked as “non-interactive”), it will not be counted as a rejection, even if it was single-end. In e-mail marketing, bounce rate is the percentage of e-mail addresses that have not been delivered.
- “Soft” (oft bounce) – this is information about a temporary problem with the delivery of messages, e.g. due to a full box or temporary unavailability of the recipient’s server;
- “Hard” – this is information about the inability to deliver to the recipient of a particular message and subsequent, e.g. due to a typo in the address or deleting it from the server.
Branch – is a dedicated application repository with the expected functionality.
Breadcrumbs – refers to the navigation system that determines the usability of a website or web application. This is an access path that allows the user of the page to see where the page is currently located, as well as to return to previously visited site locations.
C
Cache – temporary memory used to speed up the loading of frequent, repeatable data. Cache can be implemented on the browser side (eg photo cache) as well as on the application side (eg store navigation or banners on the home page)
Canonical – is a meta tag that is placed in the header of an HTML document, i.e. subpages. Tells the search engine which URL is the original (canonical). Rel Canonical is a term also known as: rel = canonical, rel canonical tag, canonical tag, canonical url tag and canonical tag. Rega