Glossary of Marketing Terms

A/B testing, aka. split testing or bucket testing, helps companies compare two versions of a webpage or app to see which performs better. Marketers leverage A/B testing to measure key metrics to determine which version has a greater impact and drives business results.

AARRR (Acquisition, Activation, Retention, Referral, Revenue) is a growth model that helps businesses optimize the customer journey by focusing on five key stages: acquisition, activation, retention, referral, and revenue. The AARRR framework allows businesses to make data-driven decisions, enhance product performance, and drive growth through effective customer acquisition and retention strategies.

AIDA (Attention, Interest, Desire, Action) outlines the stages a consumer experiences before purchasing a product or service. It begins with Awareness, where the customer first learns about the product, followed by Interest, where they seek more information. Next is Desire, where interest turns into a want or need, leading to Action, where the customer ultimately buys the product.

AOV (Average Order Value) is an eCommerce metric marketers use to measure the average amount customers spend per transaction on a website or an app. The metric helps businesses gauge engagement rates and drive higher spending. AOV analysis helps marketers dive deeper into purchasing patterns and boost revenue per transaction.

ATV (Average Transaction Value) is the average amount a customer spends per purchase. It’s calculated by dividing the total revenue for a specific period by the total number of transactions during that time. A higher ATV indicates greater income generated per customer, often suggesting that customers buy in larger quantities or that higher-priced items are in demand. Overall, a higher ATV reflects better sales performance.

Ad copy is the text in advertisements used to persuade potential customers to take specific action like visiting a website or making a purchase. Successful Google Ads copywriting combines creativity, persuasive writing, and data analysis for optimal results.

Assisted conversions are marketing channels that support users in their journey to conversion but do not serve as the final interaction leading to the conversion. These channels are part of the conversion pathway, and their contribution is measured through Assisted Conversions, which count all conversions where the channel was not the last interaction. Assisted Conversion Value reflects the total worth of these conversions.

Brand awareness measures how familiar consumers are with a product or service, indicating their ability to recognize a brand's logo, name, and offerings. As part of brand equity, brand awareness campaigns promote unique products that stand out from the competition. With solid brand awareness, consumers are more likely to consider a brand for purchase, making it a crucial foundation for building brand equity.

Brand loyalty signals that customers consistently purchase from the same brand, regardless of competitor offerings. Brand loyalty reflects positive feelings toward the brand. owing to positive perceptions of quality and service rather than price. Brands with high loyalty typically attain revenue growth 2.5 times faster than their counterparts.

Brand positioning refers to the unique value a brand offers its customers and how it differentiates itself from competitors. It focuses on how a brand wants to be perceived in the minds of consumers. A brand positioning statement articulates this value to the target audience. Companies attract and retain customers through convenience-based, price-based, quality-based, and differentiation positioning.

Branded traffic embraces visitors to a website who arrive by directly typing in keywords that specifically reference the brand or company. This typically includes the brand's name to ensure a direct association between the search query and the business.

Breadcrumbs are interface navigational elements that enhance user experience and improve the search engine crawlability of your site.

Buyer personas are your ideal customer profiles helping you tailor your marketing efforts to connect with your audience effectively. There are four main online buyer personas: competitive, spontaneous, humanistic, and methodical. While a buyer persona is the decision-maker, a user persona stands for an end user. Most businesses are good with 3-8 buyer personas to score optimal results.

CLTV or CLV (Customer Lifetime Value) indicates the total amount a customer is expected to spend with a business during their relationship. CLTV is a digital marketing metric that projects the long-term value of each customer, i.e. the net profit a customer would contribute to the company.

CMS (Content Management System) enables users to create, edit, collaborate on, publish, and store digital content. While primarily focused on web content, CMSs streamline content creation, simplify publishing, enhance team collaboration, organize and manage content, automate tasks, and ensure consistent branding across channels.

CPA (Cost Per Acquisition) gauges the average ad spend to acquire customers. The metric measures the total cost of a customer who completed an action, like sales or form submissions. CPA indicates the aggregate cost to acquire one paying customer on a campaign down the sales funnel: from the first touch point to the conversion. CPA measures the performance of paid marketing channels.

CPL (Cost Per Lead) measures the average expense incurred to acquire a new lead. It’s calculated using the formula: Total marketing costs / Number of leads = CPL. A favorable CPL varies by industry but should always be less than the revenue generated by a sale. For instance, spending $10,000 on ads to acquire 200 leads results in a CPL of $50. For maximum profitability, this cost should equal or be lower than the gross profit per sale.

CPV (Cost Per View) is a pricing model for video ads where advertisers pay each time a user views their video. It is commonly used in mobile user acquisition and brand awareness campaigns. To calculate the cost per view, divide the total cost of the video ad by the total number of views. Marketers also apply the CPV model to website clicks to analyze how much is spent for each visit to a site.

(CRO) Conversion Rate Optimization increases the percentage of website or mobile app visitors who complete a desired action like purchasing or filling out a form. CRO involves identifying and improving essential website or app elements to enhance user experience and drive conversions.

CTA (Call To Action) is a visual prompt on a website or app that encourages users to take specific actions like signing up for a newsletter, downloading a demo, or making a purchase. CTAs appear as clickable buttons or hyperlinked text to create a sense of urgency with  action-driven phrases like "buy now" or "sign up." They serve as signposts guiding users on what to do next and are essential for driving engagement and conversions.

CTOR (Click-To-Open Rate) measures the effectiveness of email campaigns by comparing unique clicks to unique opens, indicating how well the message, design, and content engage recipients. Calculated by dividing the number of clicks by unique opens, CTOR is the click rate alternative. It reflects the percentage of recipients who clicked a link after opening an email: the higher the CTOR is, the better engagement.

Click-Through Rate (CTR) measures the ratio of clicks an ad receives compared to the total number of times it is displayed. CTR percentage is calculated by dividing the number of clicks on an ad by the number of impressions, i,e, the times the ad is shown. CTR helps marketers evaluate ad effectiveness in driving user engagement and encouraging users to take action on a website or an app.

The cart abandonment rate measures the percentage of users who leave before finishing their intended action. If there are 800 carts opened and 100 purchases made, the cart abandonment rate is 87.5%. The average cart abandonment rate has been around 69.99% since 2014, indicating that almost 70% of potential customers abandon their purchases, resulting in significant lost sales opportunities.

Censydiam is a marketing tool used to study consumer motivation. Companies leverage this business growth model when researching and developing their strategies. Censydiam wheel uncovers unmet emotional needs of consumers while diving deep into the niche and analyzing competitors. Companies leverage customer needs to ensure better positioning and pursue a standing-out communication strategy.

Churn rate measures the percentage of customers who stop doing business with a company during a specific period. The ideal churn is 5-7% annually or less than 1% monthly for established businesses. The formula is: lost customers ÷ total customers at the start x 100. Tracking churn helps companies understand customer retention and overall performance.

Client Acquisition (CAC) encompasses sales and marketing costs incurred to acquire new customers, generate leads, and obtain subscribers. CAC is the ratio between the total marketing and sales budgets and the number of successfully converted prospects. The CAC metric is essential to optimize the efficiency of customer acquisition efforts.

A conversion funnel illustrates the potential of a customer's journey from the awareness stage to becoming a paying customer. It includes four stages: Awareness, Interest, Consideration, and Action. Visitors may land on the homepage, navigate to the shop, view a product page, or add items to their cart. The conversion rate formula divides the total conversions by the number of leads entering the funnel multiplied by 100%.

The conversion path embraces step-by-step touchpoints throughout a journey website visitors take from their initial contact to the final conversion action. It helps enhance lead conversion by turning visitors into prospects. A typical lead conversion path includes a landing page, call-to-action, thank-you page, and endpoint, guiding visitors through the process before they become customers.

Conversion Rate (CVR) measures the percentage of website or app visitors who’ve completed a desired action: made a purchase or clicked on a link. CVR  shows how well companies drive user engagement and conversions. CVR percentage formula is dividing the number of conversions by the total number of visitors multiplied by 100.

Customer journey mapping visualizes customer interactions, needs, and perceptions throughout their journey with an organization. It covers four stages: awareness, consideration, decision, and loyalty. The tool helps businesses understand customer expectations and improve experiences at every touchpoint, ensuring positive interactions.

Customer segmentation is about splitting customers into groups based on shared characteristics, aiming to maximize each customer's value to the business. The four main types of customer segmentation are demographic, psychographic, behavioral, and geographic with further variations. Customer segmentation helps marketing and sales teams tailor their strategies to engage multiple customer segments based on common traits.

Customer stickiness refers to making repeat purchases owing to product quality, convenience, pricing, and engagement experience. Customer stickiness gauges how often users return to an app and helps companies understand user engagement and retention. To measure customer stickiness, divide the number of daily active users by the number of monthly active users to measure your app effectiveness and user loyalty.

Data-driven marketing optimizes brand communications using customer data to predict needs, desires, and behaviors, enabling personalized strategies for maximum ROI. Content formats include infographics, personalized emails, and interactive content. Successful campaigns demonstrate how data enhances engagement and conversions, streamlines the sales funnel, and reveals cross-selling opportunities.

Demand generation is a marketing strategy to create awareness and stimulate interest in a company's products or services. The approach helps marketers identify consumer needs, promote offerings, and generate potential leads. The demand generation strategy embraces targeted marketing programs that drive awareness, engage the right audience, and build relationships.

Destination marketing promotes a specific location like a town, city, region, or country to attract more visitors. This type of marketing boosts tourism and generates revenue by highlighting destination benefits. Destination marketing involves strategies and actions to advertise and draw tourists to a particular place.

Digital content strategy helps companies produce cohesive content that amplifies a brand's message and drives business across digital channels. It builds upon the overall content strategy with a strategic focus on business needs, market research, audience personas, and competitor analysis. To align content with business objectives and audience needs, content strategists optimize blogs for better visibility and enhanced user experience.

Direct traffic refers to visits to a website without a defined source. It can occur when users enter a URL directly into their browser, use a bookmarked site, or click a link in an email. Google Analytics calculates direct traffic as traffic with no identifiable source or referral data. Direct traffic enhances user engagement metrics like time on site and bounce rate that indirectly impact SEO signals considered by search engines.

Dynamic content is adaptive web content that implies automatic personalization based on user data, preferences, and behaviors. It updates in real time to align with the user's profile, location, search terms, and browsing history to deliver an engaging user experience.

Favicon is a 16x16 pixel icon displayed in browser tabs, bookmarks, history, and search results. It enhances brand recognition and improves user navigation across tabs and links. A standout favicon makes your site more recognizable in Google search results and ensures a better user experience.

A featured snippet is a single search result comprising a title, URL, and description that aligns with the user search query based on relevant keywords. By providing detailed information relevant to user queries, featured snippets increase the likelihood of clicks and drive more traffic.

A Floodlight tag is an HTML code created by DoubleClick Campaign Manager. Flooding tags are used on conversion pages to track website activity. Part of Google's DoubleClick platform, Floodlight tags track conversions to optimize ad campaigns within the Google Marketing Platform.

The Flywheel model provides a holistic view of business growth, emphasizing the importance of existing customers in driving referrals and repeat sales, rather than focusing solely on acquisition. Unlike the conventional marketing funnel, the flywheel is a self-sustaining model that generates leads by treating customers as accelerants in the marketing strategy.

Frequent Buyer Programs (Loyalty Programs) are customer incentive initiatives that reward shoppers for repeat purchases at a store or website. This loyalty program encourages customer retention by offering incentives like a free item for every ten goods purchased. It typically rewards customers based on purchase volume or the number of store visits, encouraging brand loyalty.

A Go-to-Market (GTM) strategy is a detailed plan for launching a new product and driving demand. It focuses on identifying a target audience and consists of five pillars: product analysis, product messaging, sales proposition, marketing strategy, and sales strategy. GTM helps companies introduce and sell their products effectively, leveraging various marketing assets like pricing models and buyer personas.

Growth marketing is a strategy focused on boosting revenue through customer acquisition and retention, with an emphasis on long-term goals and consumer engagement. It optimizes campaigns and enhances customer loyalty. Key growth marketing activities aim at increasing free trial signups, reducing churn rates, and improving conversions. Growth marketing influences all stages of the customer lifecycle to ensure data-driven decisions.

ICP (Ideal Customer Profile) is a detailed template identifying customers most likely to benefit from your product. Based on accurate data, an ICP includes factors like audience size, annual revenue, demographics, needs, challenges, and shopping behaviors.  ICP helps businesses focus their marketing and sales efforts on the most promising customers to streamline conversion rates, increase referrals, and foster brand loyalty.

An impression (aka. view-through) occurs when a user sees an ad on an app or a website. In online advertising, this metric quantifies digital views or engagements of content, often paid on a per-impression basis. Impressions count multiple views from the same user and are calculated by multiplying content reach by display frequency. For example, if a post reaches 100 users and appears 30 times, it generates 3,000 impressions.

Inbound marketing aims to attract loyal customers by aligning with their needs through valuable content and experiences. Inbound marketing focuses on creating useful content like blogs and social media posts to engage wider audiences. The approach encourages deeper engagement and reduces bounce rates, helping companies convert more visitors into customers.

LTV (Lifetime Value) estimates the average revenue a customer generates throughout their relationship with a company. This metric informs key economic decisions like marketing budgets, resource allocation, profitability, and forecasting. The LTV to customer acquisition cost (CAC) ratio compares the lifetime value of a customer to the cost of acquisition. The LTV CAC ratio is crucial for assessing customer acquisition strategies.

A landing page is a specific webpage that appears when a potential customer clicks on an ad or search result link. Unlike homepages that encourage exploration, landing pages are tailored for specific campaigns, guiding visitors toward a single call to action. Landing pages serve companies as strategic marketing tools designed to prompt user action. Each ad specifies a final URL to direct users to its corresponding landing page.

A lead magnet is a marketing tool offering a free item or a service like trial subscriptions, samples, or white papers to collect user data, i.e. emails. Often referred to as gated content, these valuable resources are accessible only after users provide their information. High-quality lead magnets are crucial for businesses serious about generating leads automatically.

Lead nurturing is about building relationships with prospects and making them buy. The strategy focuses on engaging leads with content and marketing messages across various channels like email, social media, and retargeting ads. Nurturing increases the likelihood of converting leads into sales while nurtured leads feel informed enough to make purchasing decisions and are more likely to trust your business.

Lead scoring assigns numerical values to leads to assess their likelihood of becoming customers. Scoring rules involve assigning positive points for favorable actions, like downloading content, and negative points for less favorable actions, like unsubscribing. The lead scoring methodology uses behavior, brand interactions, and demographic data to determine the value and potential of leads in sales and marketing.

Leads (lead gen) implies attracting and engaging potential customers to increase future sales. Effective lead generation involves interacting with your target audience to get their contact information. The strategy includes paying to display ads to attract targeted traffic to your website. The lead generation process assumes capturing your user data and nurturing the leads who share the attributes of your buyer personas.

Local SEO is a strategy to enhance your business's visibility in local Google search results. By improving search visibility, traffic, and brand awareness, local SEO helps Google understand your business location, offerings, and credibility. Effective local SEO attracts new customers, boosts organic traffic, and helps compete with local leaders by optimizing relevant local keywords.

Location-based advertising (LBA) combines mobile advertising with location services to deliver specific ads based on a consumer's location. This direct marketing strategy uses mobile devices to send content like push notifications related to a particular place. By leveraging local paid media targeting, companies create hyper-targeted messages to engage consumers nearby, enhance brand awareness and drive more sales.

Market segmentation is the strategic practice of dividing a target market into smaller groups. Segmentation based on demographics, needs, priorities, interests, and other psychographic and behavioral patterns lets marketers better understand and target their audience. The strategy aims to create groups of prospective buyers with shared needs to ensure enhanced targeting.

Marketing reach gauges the audience potentially targeted by an ad campaign or a marketing message. Marketing reach estimates the number of prospective customers likely to see your ad. The metric helps marketers forecast how many people will be exposed to their content across marketing channels. This is crucial to evaluate the scope of an ad campaign and distribute the marketing budget.

Multi-touch attribution is a marketing measurement model that credits various touchpoints in a user's journey to installing an app. It assigns value to each channel involved in the customer journey, offering a comprehensive view of how customers interact with a brand. This method helps marketers identify the most effective channels driving conversions, allowing them to optimize their marketing efforts and improve return on investment.

Multichannel eCommerce involves marketing products across multiple digital channels to reach more customers at various touchpoints. The strategy implies selling goods through websites, physical stores, eCommerce platforms, and online channels like email, social media, and mobile.

Net Promoter Score (NPS) measures customer loyalty by asking how likely customers are to recommend a business. The score ranges from -100 to +100, with a higher score indicating stronger loyalty. NPS = % Promoters - % Detractors. A score above 0 is good, 20+ is great, and 50+ is excellent. NPS is a key metric for understanding customer satisfaction and business performance.

Omnichannel marketing is a customer-centric approach that integrates all channels to provide a unified and consistent brand experience across physical stores, apps, and websites. The strategy encompasses seamless interactions between physical and digital channels throughout a customer journey. This way, omnichannel marketing facilitates smooth transitions between in-store, mobile, and online experiences for consumers.

Open rate is the percentage of message recipients who open an email. To calculate it, divide the number of subscribers who opened the email by the number of successfully delivered emails and multiply the result by 100. The "number of opens" refers to how many recipients opened the email, while the "number of delivered emails" excludes bounces.

Outbound links are clickable hyperlinks from your website to other sites, also known as external or outgoing links. They share your page's authority with other pages and enhance SEO by linking to credible sources used in your site's content. Effective use of outbound links enhances your site's expertise, authority, and trustworthiness (E-E-A-T) and contributes to SEO success.

Outreach marketing, aka. influencer marketing involves promoting your business to influential figures who can reach your target audience. The strategy includes pitching content to influencers with strong ties to your target market to drive brand awareness, generate leads, and engage potential customers.

Paid promotions strategy aims to promote products or services through paid channels like search engine ads, social media ads, and display ads. It tailors promotional content matching user interests and past interactions. Paid promotion targets specific audience segments, allowing companies to evaluate the effectiveness of their content and marketing messages. Paid promotions are crucial for brand awareness, lead generation, and sales.

Paid traffic refers to visitors generated through paid advertising when users click on ads in search engine results or on social media platforms. It encompasses any customer visiting a website owing to paid promotions on display ads, banner ads, and paid search options like Google Ads and Bing Ads. Paid traffic helps companies expand their reach and enhance online presence by driving targeted traffic to their websites.

Pop-ups are small windows or banners that appear over a website, allowing users to interact with forms, buttons, or links. Common in online advertising, pop-ups can be graphical user interface (GUI) elements or web browser windows. They fall into two categories: desktop/mobile dialogue boxes and online ads. Pop-ups are designed to capture user attention and drive engagement.

Pricing strategy involves analyzing market demand, production costs, and competition to maximize profits and shareholder value. Businesses use pricing strategies to set prices for products or services. Effective pricing considers consumer behavior and psychology to help businesses align prices with consumer needs and market conditions.

Promotional mix embraces advertising, personal selling, sales promotions, direct marketing, and public relations (PR). This comprehensive set of strategies works together to promote a brand and engage target audiences.

Quality leads are online users interested in company offerings coming from various sources like cold outreach and advertising. Quality leads indicate a strong likelihood of purchasing your product or service by showing genuine interest and higher conversions.

RACE Planning Framework outlines key online and multichannel marketing activities vital to enhancing digital marketing efforts. The framework supports the creation of comprehensive marketing plans. The RACE model is a structured approach that helps marketers reach, convert, and engage customers.

(ROAS) Return on Ad Spend measures the revenue earned for each dollar spent on advertising. It’s calculated by dividing the revenue from an ad campaign by the campaign’s cost. ROAS is a key metric to assess advertising effectiveness and optimize marketing strategies by evaluating the return generated from ad investments.

ROI in digital marketing measures the profits or losses from your online campaigns. The ROI formula is Net Profit / Total Digital Marketing Costs x 100. The calculation divides net income by the investment cost expressed as a percentage. A good marketing ROI assumes a 5:1 ratio: five dollars earned out of every dollar spent.

ROMI (Return on Marketing Investment) evaluates the financial effectiveness of marketing initiatives. ROMI measures how much revenue marketing efforts generate relative to the marketing spend. Marketers use the model to assess the profitability and effectiveness of marketing campaigns. ROMI helps marketers make informed decisions about future marketing investments.

ROPO (Research Online, Purchase Offline) is a buying trend where customers research products online but make the final purchase in-store. This behavior reflects how consumers use the internet to gather information and compare options before completing transactions at physical retail locations. ROPO highlights the integration of online research with offline shopping, impacting marketing and sales strategies.

Referral traffic consists of external visits to your site from the links on other websites. Google Analytics recognizes visitors who click links from social networks or other sites as referrals. Measuring referral traffic is crucial for link-building strategies.

Remarketing is a digital marketing tactic to target users who have previously visited or taken action on a website or an app. The strategy helps marketers engage past visitors with targeted ads to drive conversions. Marketers use remarketing to target users who've interacted with a website or social media content. That's how remarketing helps companies boost engagement and upscale conversions,

Repeat purchase rate (RPR) measures the percentage of customers who buy again after their first purchase. The RPR formula: returning customers  ÷ total customers x 100. A good RPR for e-commerce is 20% or higher, which indicates solid customer retention and satisfaction.

Retention (Retention Rate) measures the number of customers who continue paying for a company’s products or services over time. A high retention rate indicates that current customers value the product and provide a sustainable source of revenue.

Rich snippets (aka. rich results) are enhanced elements in search results that provide additional context like star ratings or images, making the results more informative and appealing to users. These enriched results help attract more clicks by pre-qualifying visitors eager to find more value on a company's webpage. While rich snippets aren't official ranking signals, they boost SEO potential by increasing visibility and engagement.

SEM Marketing is a digital marketing strategy designed to enhance a website's visibility in search engine results pages, SERPs. While SEM may utilize organic search efforts to drive traffic to a website, it primarily relies on paid search advertising, like Google Ads, to display ads at the top or the bottom of search results.

SEO ROI (Return On Investment) measures the revenue generated from SEO activities relative to the cost. It’s crucial for evaluating the effectiveness of SEO efforts. SEO ROI formula: (Net Profit from SEO Campaign ÷ SEO Campaign Costs) × 100. A positive ROI indicates that organic revenue exceeds SEO costs, which indicates the financial benefits of your SEO strategy.

SMART stands for Specific, Measurable, Achievable, Relevant, and Time-Bound goals. Sticking to SMART criteria ensures one's objectives are attainable within a set timeframe. By setting SMART objectives, people and companies effectively plan actionable steps toward achieving long-term goals and transforming ideas into tangible results. SMART enhances clarity and focus in the planning process.

SOSTAC is a marketing planning model developed by PR Smith in the 1990s. It stands for Situation (where are we now?), Objectives (where do we want to be?), and Strategy (how do we get there?). Mostly, companies leverage SOSTAC to enhance their SEO and email marketing tactics.

STDC (See, Think, Do, Care) framework outlines the customer journey throughout four stages: See, Think, Do, and Care. Each stage reflects unique consumer needs and motivations in the buying process. STDC helps marketers dive deeper into the decision-making journey to effectively enage customers at each stage.

Search retargeting is an advertising strategy that creates a custom audience based on user keyword search behavior. It allows you to display ads to individuals who have searched for specific keywords on Google. This tactic focuses on targeting users based on their search history. Search retargeting aims to enhance ad relevance and boost conversions.

Share of Voice (SOV) is a critical metric for measuring a brand's visibility and presence compared to competitors across social media and advertising. It is calculated using the formula: Share of Voice = Your Brand Metrics / Total Market Metrics. This metric helps evaluate market dominance and campaign impact across multiple marketing channels.

Social listening involves monitoring and analyzing online conversations about your brand, products, or competitors. By gathering data from social platforms and forums, businesses gain actionable insights into their public perception and ongoing trends. The practice of social listening helps to understand market views, improve ad strategies, and enhance brand reputation based on social media feedback.

Social traffic refers to visitors coming to your website from social media platforms like Facebook, LinkedIn, Instagram, or Twitter. Social traffic enhances brand awareness, boosts engagement, increases conversion rates, and improves search engine rankings.

Target audience is the specific group of consumers interested in your product or service, based on factors like age, gender, income, location, and interests. This group of consumers is at the core of your ad campaigns and marketing efforts, ensuring that your messaging effectively reaches those most receptive to it and maximizes your advertising impact.

Unique Selling Proposition (USP) is the distinctive benefit that sets a company, product, or service apart from the competition. USP highlights meaningful product features that best resonate with consumer needs. A well-defined USP succinctly conveys why a customer should choose your offering over competitors. The USP leverage emphasizes your brand's unique value.

Unassigned traffic in Google Analytics 4 (GA4) refers to website sessions that aren't attributed to default channel groups like affiliates or audio. This occurs when users click links without UTM parameters or when those parameters aren't properly assigned. Understanding unassigned traffic is crucial for an in-depth analysis and optimization of marketing efforts as it indicates gaps in tracking and attribution.

User personas are detailed profiles that embrace a subgroup of your target audience and reflect their needs and desires. Based on user name, occupation, demographics, personal stories, pain points, and challenges, user personas are vital for making informed product decisions. A deeper understanding of user personas enhances marketing strategies and fosters genuine connections with customers.

User touchpoints assume any interaction a customer has with your brand. Touchpoints occur at individual customer journey stages - before, during, or after a purchase like website visits, social media engagement, in-store experiences, and customer service interactions. User touchpoints are critical moments that shape the customer experience.

Value Proposition Canvas aligns products or services with customer needs and values. The framework embraces six key components: customer jobs, customer pains, customer gains, your products & services, pain relievers, and gain creators. Marketers deploy The Value Proposition Canvas as a means to match their products with market demand and enhance customer satisfaction and engagement.

Web push notification is an actionable message sent from a website to a visitor's device via a browser. These are contextual, timely, and personalized messages aimed to enhance user engagement and retention. With high open and click-through rates, push notifications appear over all open windows on mobile and desktop devices, while users do not need to stay on the website to receive them.

Zero Moment of Truth (ZMOT) highlights the crucial online research phase customers enter before making a purchase. This is when consumers are actively seeking information about products or brands online.

eCommerce CRM systems enable companies to analyze past, current, and future customer interactions, making them essential for business growth. CRM encompasses strategies, processes, and tools to manage interactions with customers and prospects, improving relationships and facilitating upselling across marketing, sales, and operations. eCommerce CRMs help businesses deliver personalized customer experiences and support sustained success.

eCommerce merchandising helps businesses display their products online to boost traffic, conversions, and sales. eCommerce merchandising is a strategic approach to enhance customer experience and drive revenue. With optimized product placements, businesses match customers with the right products and boost sales.