CUSTOMER SUCCESS MANAGER

LTV users

'Lifetime value' - describes how much revenue a user generates for your business over the entire duration of their relationship with your app

CRM

A Customer Relationship Management (CRM) is a tool, software, or platform that helps you effectively manage relationships and preferences with customers and potential customers. The goal of CRM software is simple: to improve business relationships. CRM is used to track customer information and help marketers build customer journeys and guide them through the lifecycle. CRMs collect information on campaign interactions and results for all your users to support campaign reporting and planning. CRMs provide various services, and they are all built differently. So while searching for a CRM, companies should focus on critical functionalities needed to execute their business processes while evaluating potential vendors. Recently, CRMs have become integrated with automated marketing messaging systems. This gives marketers the power to understand and act on their CRM data to set up campaigns and send new messages. If properly set up and monitored, a robust CRM can aggregate performance stats for groups of users to inform marketing strategies about timing, design, history, trends, devices, channels, and other preferences. The data collected in a CRM can help marketers effortlessly build highly personalized cross-channel campaigns.

Funnel Analysis

A chronological series of user actions either on the web or an app that leads to an end goal is defined as funnels and the study of these funnels is known as funnel analysis. Simply put, it helps in understanding the steps required to reach an outcome on a website and shows how many users get through each of those steps. Funnels help you in identifying how users navigate through your website/app before performing the conversion action. It helps easily visualize the steps involved in the entire process. By dissecting every stage of the funnel and understanding the motivations that drive your customers to move from one stage to another, you can create the right set of strategies and influence the outcomes at every step of the funnel. For example, consider an eCommerce company whose north star metric is to get users who visit the site to make a purchase (often known as conversion). The steps required by a user to make a purchase on an eCommerce website are: visiting the website, browsing the product category, adding a product to the shopping cart, clicking on the checkout page and completing the purchase. These steps are known as funnels. Let's assume that in a given week the number of users who go through each funnel is: Visiting Website - 1000 Browsing Category - 800 Adding to Cart - 600 Clicking to Checkout - 300 Completing Purchase - 200 <Funnel Visualization> Types of Funnels: Marketing Funnel Sales Funnel

BOFU (Bottom of the Funnel)

A stage of the buying process leads reach when they're just about to close into new customers. They've identified a problem, have shopped around for possible solutions, and are very close to buying.

Click-Through Rate

A click-through rate (CTR) is defined as the ratio of total number clicks to the total number of impressions on an email or a mobile advertising campaign. This term is widely associated with google display and search ads, emails, social media posts, and ads. CTR = Total Clicks/Total Impressions For example, if your ad/post receives about 2000 impressions and about 50 clicks, then your CTR is 2.5%. Now how do you interpret your CTR? If your CTR is high, then your users are finding your ad highly relevant. If your CTR is low, then your users are finding your ad less relevant. The email click-through rate is the actual measure of total number subscribers who clicked on a hyperlink, CTA, or image within a particular email. It can be calculated by taking the total number of clicks an email receives and dividing it by the total number of delivered messages. Here's what that formula for calculating email CTR looks like: CTR = Total emails clicked / [Total sent emails - Total bounced emails] CTRs are an important metric to measure the effectiveness of your push notification campaigns. Every notification you send is a chance to engage your user and achieve your campaign goal. Higher CTR means higher push notification engagement. Here's what the formula for calculating push notification CTR looks like: CTR = Total notifications clicked / Total notifications viewed How to Increase Your Campaign CTRs: Defining Target Audience Effective Segmentation Personalization Adding CTAs Timing of campaign execution A/B testing and Optimizing

Customer Journey Map

A customer journey map is defined by the Harvard Business Review as "a diagram that illustrates the steps your customer(s) go through in engaging with your company, whether it be a product, an online experience, retail experience, or a service, or any combination. The more touchpoints you have, the more complicated—but necessary—such a map becomes." https://useinsider.com/glossary/customer-journey-map/

Page View

A page is viewed when a page of your website is loaded by the browser. It is also defined as the number of views a website or a webpage gets over a period of time. It is different from page visits as a single page visit can result in multiple page views because one reader coming to your site can view multiple pages. Page view is important because it's easy to understand and calculate. Page view does not take into account whether the view takes place on a new visit or an already existing visit. Websites do not need to track visitors depending on pageviews and can provide better privacy while using their site. Difference Between Page Views & Unique Page Views: Pageviews are an instance of a page being loaded or reloaded in a browser. Pageviews is a metric defined as the total number of pages viewed. Unlike pageviews, Unique Pageviews are the total number of sessions during which a specific page was viewed at least once. A unique pageview is counted for each page URL and page Title combination. Let's say a visitor visits your eCommerce website and onto a product category page, then browses a particular product page and then visits the same product page again. During this session, the particular product page is viewed two times. These two page views in this single session will be added to the total number of pageviews for that page. But only one unique pageview will be added to the total number of unique pageviews for that product page during a single session since it is viewed by the same visitor in the same session.

Push Notification

A push notification or a push message is a brief, attention-grabbing message sent directly to a user's screen, whether on a desktop computer, smartphone, tablet, or wearable device.

Qualified Lead

A qualified lead is a potential customer in the future, based on certain fixed criteria of your business requirements. Only willing leads are classified as qualified leads, meaning the information provided by the lead is given willingly and freely.

Software Development Kit (SDK)

A software development kit (SDK) is a code (written by a third party) that can be added to existing mobile or desktop apps to supplement their basic functionalities. SDKs help software developers create applications for that specific platform, system, application, or programming language. It's like a toolkit that acts as the building blocks for the job. Imagine that you've got a native app and want to add a social media component. Social media integration code for apps exists, so why reinvent the wheel? You might refer to the Facebook iOS SDK, for example, to find code that will enable you to incorporate these components into your app. Some of the components that an SDK includes are: Compiler Debugger API Documentation Libraries Editors Runtime/development environment Testing/Analysis tools Drivers Network protocols SDKs are especially great when there's an opportunity to fundamentally improve the performance of your website or mobile app or provide a solution to a development obstacle that would otherwise have been difficult, time-consuming, or resource-intensive to resolve in-house.

Unique Visitor

A unique visitor is a term used in marketing analytics which refers to a person who has visited the website at least once and is counted only once in the reporting time period. So if the user visits the web more than once, it counts as one visitor only. It's also called a "Unique User". For example, if a user visits your web page and then browses further on 2 other pages and then leaves your website and returns again to see more pages, he is counted as a single individual user ("unique visitor"). This metric is different from the number of visits, which actually shows how many times your web pages were visited, regardless of how many visitors visit a page on your website. Calculating unique visitors can help you better understand the size and reach of your website's audience and is useful for: Measuring your business' reach by strategy and investment teams Assessment of the exposure for a competitor's piece of content by publishers Quantifying the overall impact of another company's campaign by advertisers Tracking unique users will help marketers understand website user behavior. A unique visitor is usually identified using an IP address along with any other identifiers like cookies, user agent, registration ID, etc. Unique users metric is one of the most important metrics used to measure the popularity of a website. It can also be used to measure the performance of a website across different time periods, however, extreme care should be given to this analysis. At times, unique visitors can give erroneous data if not properly filtered because different users might actually be using different devices and not be new users. Counting cookies can sometimes result in errors and automated bots and internal traffic can always overstate the numbers.

User Profile

A user profile is a collection of demographic information and behavioral data about a particular user.

Web Browser

A web browser is a software program that users can utilize to locate, access, and display web pages. Most modern browsers can display the content created by using languages like HTML, XML, and can translate websites delivered by using security protocols like Hypertext Transfer Protocol (HTTP), HTTPS, FTP into human-readable content. Examples of the most common browsers include Firefox from Mozilla, Chrome from Google, Safari from Apple, Internet Explorer from Microsoft, and Opera.

A/B Testing

A/B testing is the process of comparing two or more variants of a web page, a message, or any element to determine which variant performs better against a given conversion goal. The base or existing version is called "Control" and the variants are called "Variations". Users in the test are allotted randomly to either "control" or "variation" and their performance is measured against a common goal. In any industry, gut feelings and guesswork can only get you limited results. You will need data-backed A/B tests to understand your entire audience and interpret how they respond to your messages. A/B testing helps you determine what title, content, image, video, etc works best for your audience, and provides you with the data to boost your conversion rates. For example:If you have to A/B test your web push notifications, you would have to create two different variants of web push notifications with different titles, descriptions, images, and CTAs. It is not necessary to alternate all the elements at the same time, you can A/B test any single element as well. Benefits of A/B testing: Optimize campaigns Reduce bounce rates Improve customer engagement Increase conversion rates Improve ROI The Best Elements to A/B Test: Campaign titles: A/B testing push notification titles, email subject lines, website titles, etc. will help in understanding what messaging your audience connects with. Creatives: A/B testing the images and videos will help you figure out which image or video your audience responds to. CTAs: A/B testing your CTAs helps you understand which CTA entices users to click and improves conversion rates. Position of sticky bars, banners, in-app messages, and more.

Average Order Value

AOV is the measure of the average total value of orders placed by each customer over a given period of time. This is calculated based on the total revenue generated from your customers, divided by the total number of orders placed. For example, your eCommerce website sells various products of values $15, $17, $19, $20, $23. And your monthly sales for October amounts to about $120,000 with a total of 6000 orders. Your AOV for October would be $20 ( $120,000/6000). Optimizing AOV will directly help you improve your customer lifetime value (CLTV). In order to optimize your AOV, you need to increase your purchased cart value per order. To increase this, you need to focus and work on the following three levers that go hand-in-hand. Converting Carts: Every completed cart per session boosts your AOV. Leverage tactics like urgency to close carts faster and provide incentives on minimum cart amount to ensure higher AOV. Number of Products: There are two ways to look at this metric. You can either get customers to buy products related to the primary product in their cart or get them to increase the quantity of the primary product itself. The former can be achieved by cross-selling and the latter can be achieved by volume discounts. Price of the Product: Nudging the users to buy a higher price variant of the product they are looking for and effectively upselling them if possible.

ABE/ABR

Account based everything/revenue, process management examining the revenue generation process with the coordination of account-specific marketing, sales development, sales, finance, after sales services

Acquisition

Acquisition in growth marketing refers to adding new customers or users from various sources to a website or a mobile app. It is the first "A" in the AARRR framework that describes how you find users and eventually turn them into customers. Depending on the business objective, marketing activities are achieved by paid or non-paid methods or both. Acquisition marketing, also known as lead-acquisition marketing, is a form of marketing that specifically targets consumers who are aware of your product/service and are in the phase of a purchasing decision. This involves your marketing, sales, and customer success teams to effectively implement the strategies. There are two kinds of acquisition: User Acquisition: The process of acquiring users for your website or mobile app. Customer Acquisition: The process of getting a user to make their first purchase and converting them into a customer. For example; If you run an eCommerce business, creating an account on your website is considered a user one, and placing the first order is considered a customer one. Customer Acquisition Strategies: Digital marketers use a combination of multiple marketing channels to drive people towards their website and app. Some of these strategies are: Traditional media such as TV, radio, print, and billboards SEO Content marketing (blog posts, articles, webinars, ebooks, infographics, and more.) Web and mobile web banners leading to lead-gen landing pages App Store Optimization (ASO) Social media paid Ads Social media posts and engagement activities Email marketing Influencer marketing Referral marketing PR and online publications Some metrics to focus on while measuring acq. are: CLTV CAC ROI

Agile Marketing

Agile marketing is a methodology built as a result of the constant change and dynamics of marketing thanks to modern tech. It presents a solution that embraces change, uncertainty, and the need for rapid adaptation. What is agile marketing? Agile marketing is a modern approach to marketing that draws inspiration from the principles of agile software development. Its methodology emphasizes flexibility, collaboration, and iterative processes to respond quickly to changing market conditions and customer needs. Agile marketing involves breaking down marketing strategies into smaller, manageable tasks that can be executed in short timeframes, allowing marketing teams to adapt and adjust their efforts based on real-time feedback and insights. For example, you've been told you need to launch a marketing campaign in less than two weeks. With agile marketing, you would build a team and define their individual responsibilities for the launch, running daily sprints with your team to build, test, analyze and optimize the campaign. This way, you'll be able to identify any roadblocks and ease the flow for achieving the desired goal. The core principles of agile marketing Individuals and interactions over processes and tools Responding to change over following a pre-agreed plan Working on tasks over comprehensive documentation Customer collaboration over contract negotiation How to implement agile marketing Implementing agile marketing involves a significant shift in mindset and processes, but the potential benefits in terms of adaptability and efficiency are well worth the effort. https://useinsider.com/glossary/agile-marketing/

Accounts Payable

Amounts to be paid in the future for goods or services already acquired

Accounts Receivable

Amounts to be received in the future due to the sale of goods or services

Application Programming Interface (API)

An Application Programming Interface is a computing interface used to define multiple applications. They are tools and directions for developers to build and connect multiple software applications. APIs are often used to share information between programs to connect databases or technologies better. An API provides the guidance and assistance a developer needs to interface two applications. They can open up possibilities for user experiences and consolidation of user data. When you use an application on your mobile device, the application connects to the internet and sends the information to a server. After performing the necessary actions, the server retrieves that data, interpret it, and sends it back to your mobile device. The application then interprets the data and presents it in a readable format. The API is the interface between your mobile device and the server performing the actions. We often require CRMs to interface with other databases to provide more robust experiences. API capabilities are essential to ask about when setting up or selecting your CRM or running cross-channel campaigns with dynamic content. Marketers should work with their developers to ensure they have the documentation to run the desired campaigns and reports. What is Called an API? Creating a 'Call an API' request in a journey enables you to trigger outsourced tools, vendors, or your CRM tools. More specifically, you can use Call an API to: Provide other systems and applications with real-time information To send information to your backend systems To send information to external systems like Salesforce or SMS and Email vendors https://useinsider.com/glossary/application-programming-interface/

SMS Campaign

An SMS campaign is a targeted marketing strategy that involves sending promotional or informational messages to a group of recipients via Short Message Service (SMS). SMS campaigns capitalize on the widespread use of mobile phones, as nearly everyone carries a smartphone wherever they go. With 91% of the world's population owning a mobile phone, SMS presents an unparalleled opportunity for businesses to reach customers in real-time and deliver their message straight to their fingertips.By crafting thoughtful and engaging SMS content and employing smart segmentation strategies, businesses can capture their customers' attention and build long-lasting relationships that lead to increased brand loyalty and higher conversion rates. https://useinsider.com/glossary/sms-campaign/

Active User

An active user is someone who uses your product or services regularly and in a meaningful way during a specified time period. Active users are usually defined and measured based on their active time period, such as: Daily Active User (DAU): Users interact with the product/service on a daily basis Weekly Active User (WAU): Users interact with the product/service at least once a week Monthly Active User (MAU): Users interact with the product/service a few times a month or less. For example, for an online media publication business, an active user is someone who logs into their account regularly. Why Measure Active Users? Acquiring a loyal and sustainable customer base is the goal of every business. Measuring the traffic of your app or website gives a sense of the number of users that are checking out your products, returning after their first visits, and visiting your site regularly. Each active user on your website is your potential customer. Engaging and retaining these customers are the keys to the success of your business. Keeping a tab on your active users will tell you how many people are looking into your service on any given day, week, or month. But it is your responsibility to engage those users so they will come back every day, week after week. Once you establish a baseline for your active users, tracking it over time becomes a good benchmark for your business to work on and improve. However, you need to keep in mind that this is not the only metric you should be looking at as you grow. Measuring your DAUs, WAUs, MAUs, and setting goals around them is a simple way to grow your business.

revenue

An increase in owner's equity resulting from the operation of a business

Opt-in / Opt-out

An opt-in is a request that a brand makes from its customers in connection to the website or mobile device for access to personal information, device access, and more. It's a prompt asking users permission to enable channels like email, SMS, WhatsApp, push notifications or access to location data. It should effectively communicate the value of the permission to get good results. Opt-ins can be either single or double. A single opt-in is when a subscriber submits their email address into the signup form and gets added to the email subscribers list. A double opt-in has an additional step that requires the subscriber to click on a confirmation link in a follow-up email after they submit their information through a signup form to be added to the email subscribers list. There are two kinds of prompts: native/generic to the OS, such as on a smartphone, and custom prompts. Native prompts are triggered from the mobile device's operating system and once permission is granted, require manual changes to reverse. Marketers develop custom prompts to ask for the same permission as the native prompt but can allow for branding and enhanced messaging about the value of the opt-in opportunity. It's often better to create custom prompts that can be sent before the native prompt appears to give you more control over the messaging. If the answer is "no," you still have another chance to communicate the value better and ask once again. With a native prompt, you don't have the same amount of flexibility—once they say no, it's much more difficult to change settings and modify them in the future. It's also helpful to "prime for a push" or other opt-in requests by clearly stating the value of the functionality during onboarding and choosing to nudge at just the right moment (usually not immediately after installation).

Lead

Any individual or organisation within your marketing reach who has interacted with your brand way or has the potential to become a future customer

App Stickiness

App stickiness determines how often your users come back to your app and perform an action. Stickiness in mobile app marketing means how memorable, useful, and habit-forming an app is for any given user. It gives you the total percentage of users who are actually returning to your app month after month. To calculate app stickiness, divide your DAUs with MAUs and multiply with hundred: DAU / MAU * 100 It is one of the effective and important user engagement metrics to keep track of and doesn't just determine whether or not users are engaged with your app, but also how often they engage with it. In order to increase your app stickiness, you need to understand your users' behavior as to what excites them to come back and use your app to use your product/service. Make app stickiness one of the key metrics you keep tabs on regularly in order to improve your users' experience and reduce churn rates. This plays an important part in the decisions you make across any design change, development, or marketing aspect of your app. Once you have a clear understanding of how much time your users spend within your app, you need to ensure that they take actions that are valuable by measuring conversion. Conversion does not necessarily mean adding a product to the cart or completing a purchase. Conversions can be simply creating an account on your app, logging in, or landing on a particular product category. What's more important is that you define different user behaviors and measure the frequency at which they are completing your desired conversions. To ensure high app stickiness, you can create campaigns that nudge users to take the actions that add significant customer value.

API

Application programming interface - API's are a set of defined rules that facilitate communication between different applications. It acts as an intermediary layer that facilitates data transfer between software

AOV

Average order value (price of order)

Average Order Value Uplift

Average order value is defined as the total value of the orders divided by the number of orders. If you are running personalization campaigns in industries like e-commerce, you would want to know how much extra value was created due to personalization, in terms of the actual order value.

Average Contract Value / average sales ammount

Average revenue from a single customer in a given peroid

B2B

B2B is short for business to business. It refers to the selling of products and services by a business to other businesses. It is the exchange of products, services, or even information between businesses instead of businesses and consumers. B2B businesses are present in almost every sector and every industry, from manufacturing to retail. B2B transactions and sales often take the form of one business selling products and services to another. For example, amazon web services provide server level infrastructure for cloud computing to other businesses that operate on cloud. Choosing what to sell and how to sell it will directly impact your business and how you operate becomes crucial. It also depends hugely on the type of business you are operating that are bound by geographical limitations until they go global. Now, let's take a look at the B2B businesses: 1.Product-based - Product-based businesses are mostly focused on tangible products and can be exclusively online, have a brick-and-mortar store, or both. 2. Service-based - Service-based businesses can also exist completely online or have a brick-and-mortar store just like tangible products, though this will be determined largely by what type of services you are selling. 3. Software-based - Software-based B2B businesses are purely online and almost always involve subscriptions to software that solve some problems or need for businesses.

B2C

B2C is short for business to consumer. It refers to the selling of products and services by a business directly to the end consumer. The idea of B2C was first leveraged by Michael Aldrich in 1979, who used television as the primary medium to reach out to his consumers. For example, amazon.com provides an online retail platform to directly sell products to the end consumers. Businesses that rely on B2C models must maintain good relations with their customers to ensure their return. Unlike business-to-business (B2B), whose marketing campaigns are focused on demonstrating the value of a product or service. Businesses that rely on B2C must evoke an emotional response to their marketing in their customers. Types of B2C business models: Direct Sellers - This is the most common type of B2C business model where consumers buy products directly from the business run stores or online retailers. Online Intermediaries - In this model, a business acts as a liaison between the product/service provider and the end consumer. Advertising Based - In this model the business leverages high volumes of online traffic to attract visitors and sell advertising which, in turn, sells products or services to the consumer. Community-Based - In this model, the business uses online communities that are built around shared interests to help advertisers market their products or services directly to the community members. Fee-Based - In this model the business charges a subscription fee for access to their product or service. They typically offer a limited amount of content for free for the initial period but charge for the entire subscription.

Behavioral Analytics

Behavior analytics is a data-driven approach to tracking, predicting, and leveraging users' behavior data within a digital product. It gives insights into the actions that users take such as clicks, slides, time spent, etc. within a product. This data is leveraged by modern agile marketing teams to determine what users like and don't like to make necessary adjustments and make the product more valuable. Behavioral data reveals how engagement with your product impacts retention, conversion, revenue, and the outcomes you most care about. Behavioral analytics is used in e-commerce, media, entertainment, food and delivery, social media, and other applications to identify opportunities to optimize the product in order to achieve specific business goals. Importance of Behavioral Analytics: One of the most important questions asked by every product and marketing team is "How are customers using their product?". Behavioral analytics provides concrete answers using which teams can segment their users, run reports, and understand their customers' needs and interests. In the absence of behavioral analytics, teams are stuck using insufficient demographic data and vanity metrics. Steps to Successful Behavioral Analysis: Marketing and product teams can prepare themselves to conduct user behavior analysis using these five steps: Identify and select goals, metrics, and KPIs Define the most important and critical user paths aligned with your goals Create the taxonomy for user events and a tracking plan Set user properties and event properties Verify user events and begin tracking

CTA

Call to action - marketing term that refers to the next step or the action that the marketer wants the consumer to take, cta's can be direct like a 'Buy Now' button or softer such as 'Read More'

Call-to-action

Call-to-action, abbreviated as CTA, is an action prompt on a webpage, email, ad, push notification, or any other assets that urge a user to take a specified action. CTAs are typically written as action phrases such as Subscribe Now, Sign Up, Register Now, Check it Out. They usually take the form of a hyperlink or a click button. CTAs are also used to guide website visitors and potential customers to the next action. There's no limit to the number of CTAs you should have on your website. However, there are limitations on email, push notifications, and other messaging channels. CTAs also help remove friction and enable website visitors to move down the marketing and sales funnel.

Churn Rate

Churn rate, also known as the attrition rate, is the total percentage of your customers or subscribers who completely stop paying for your product or service. In other words, it shows customers who have been acquired by your competitors. It is usually calculated annually but in some cases, businesses keep a check on churn rate periodically. It is an important pirate metric in the AARRR framework, especially for businesses whose customers pay on a recurring basis for a product or service. To calculate the churn rate, divide the difference in the total number of customers at the beginning and end of a defined time period with the total number of customers at the beginning of the time period. Churn Rate = Total of customers at the beginning - Total # of customers at the end x 100 Total #of customers at the beginning For example, you have 2000 customers at the beginning of the quarter, and at the end of the quarter, you have 1500. Your churn rate for that quarter is Churn Rate = 2000 - 1500/ 2000 * 100 ⇒ 25%

Cohort Analysis

Cohort analysis is an analytical method that focuses on analyzing the behavioral data of a particular group of users over time, and uncovers insights about the experiences of those users, in order to guide companies on how to improve those experiences. Performing a cohort analysis is one of the simplest ways to run an experiment for your business. As a digital marketer, you can run a time-bound campaign with a specific set of characteristics you want to test like ad content, marketing channel, duration of the ad, target audience, landing page design, etc. You can then compare these metrics for reach, engagement, and conversion for various marketing campaigns. This helps in seeing which factors of the campaign actually helped boosting online conversions and achieving your campaign goals. Cohort analysis helps to explain the behavior of cohort groups of users apart from your entire user base. Here's how you can use cohort analysis for your benefit: Look at data in a better way Understand the distinction between user engagement. Examine individual cohorts to gauge response for short-term marketing efforts like single-day email campaigns. See how the behavior and performance of individual groups of users change day to day, week to week, and month to month, relative to when you acquired those users. Understand conversion sweet spots, products/ campaigns that have higher potential for sales growth. Identify the reasons why customers leave and what can be done to prevent them from leaving. Organize users into groups based on shared characteristics like acquisition date, and then examine the behavior of those groups according to metrics like user retention or revenue.

Cost Per Acquisition

Cost per acquisition, also known as cost per conversion, is a growth marketing metric that measures the aggregate cost of a user taking an action that leads to a conversion. The conversion can be one of many things, but in most cases, it is likely to be a sale, a purchase, a click, a sign-up, a form submission, or an app download. CPA = Total Advertising Cost/Total Number of Conversions For example, you run an ad campaign on Facebook, Twitter, and Google to promote your online eCommerce business for a period of 7 days. Your total advertising cost is $1000 and you had about 50 conversions. Then your CPA is $20 ($1000/50) CPA is a vital metric for every business and provides the business perspective by which you can gauge your campaign success. However, most marketers focus on traffic and sales acquisition and don't think about cost optimization. Focusing on cost optimization and reducing the cost per acquisition can increase your return on investment (ROI) within a relatively short period. Cost Per Acquisition is an important metric because it is used in the following paid marketing activities: PPC Affiliate Display Social Media Content Marketing How to Track Cost Per Acquisition (CPA): Digital-first businesses track cost per acquisition through a variety of methods, such as: Leveraging UTM parameters to generate link codes for social media or affiliate marketing Exporting PPC campaign data from AdWords Using promotional codes in order to build custom links for internal campaigns Implementing an effective CRM system Including a form field on lead forms that asks customers how they found out about a campaign. Doing this in minimizing the lead attribution gaps

Cross-channel Messaging

Cross-channel marketing uses multiple devices and messaging channels like website, mobile app, mobile web, push notifications, in-app messages, email, SMS, WhatsApp, etc. to reach customers effectively across various communication touch-points. When a brand sends customer communications using more than one messaging channel in a coordinated way, it's called cross-channel messaging. This approach results in stronger engagement levels than just using a single communication channel. When a marketer employs a cross-channel strategy, they're using email, push notifications, in-app messages, and whatever other traditional and contemporary methods they can, in a smart combination, to reach the right users at the right time with the right message at the right channel. To do cross-channel marketing well, organizations must communicate and collaborate - across teams - on their goals and priorities. Cross-channel marketing is an increasingly large part of modern customer outreach.

Cross-selling

Cross-selling is a clever marketing technique to boost revenues and your average order value per session by suggesting a supplementary product that the customer can purchase along with the product that has been shown interest. An intelligent AI-based recommendation engine can assess previous browsing history and real-time customer behavior to make recommendations. For example, if a customer purchases a burger on a restaurant app, the restaurant can nudge the customer to upgrade to a meal with fries and a beverage. Customers are more likely to go ahead with this recommendation as they can see value in purchasing a meal at a slightly discounted price. Cross-selling can be done in real-time when the customer is browsing through your products on the website or mobile app. This way, brands can improve their average order value right away. But it doesn't end there, as brands can target customers even after they've completed the purchase by using other marketing channels that can engage the customer even after they have exited the website or mobile app. Recommending complementary products via email and push notifications can be a great way to bring your customer back to the website or app and increase conversions. The accuracy of the recommendation is the key to the success of your cross-sell strategy.

Custom Opt-in

Custom opt-ins, also known as 2-step opt-ins, are triggered when the browser prompts to seek permission as soon as the page loads. Once the user allows a custom opt-in, they'll be prompted with native opt-in as the second factor. Custom opt-ins personalize the appearance with their brand elements and explain the value of receiving web push notifications. It directly conveys why a user should opt-in to receive web push notifications. The text on custom opt-ins are customizable and have the following elements: Title Description CTA

Customer Behavior

Customer behavior refers to any action a customer takes related to your brand by engaging with marketing campaigns across channels. Customer behaviors are user actions that brands can track and analyze to improve marketing efforts. As marketers, we are specifically interested in actions and inactions that we can track and learn from to build relationships. In the mobile world, these behaviors usually indicate some form of engagement, such as views, downloads, opt-ins, or purchases. It's valuable to know what kinds of customer behavior data your CRM and CDP can collect and how you can leverage the information collected to target particular behaviors with personalized marketing campaigns. It's interesting to find out which interactions and behaviors lead toward completing your goals. If your goal is 'increasing engagement within one month of app download', you might want to focus on how your efforts impact app opens, activity levels, or responses to offers in push notifications. You would also want to determine the triggers that ensure your users stay on the app for the longest time. Some of the most valuable information can be about what time of day people are most responsive and what forms of outreach are intriguing enough for them to click and learn more. The information you gather can help you improve segmentation and personalization, and increase the likelihood that you'll reach the right person, with the right message, at the right time on the right channel.

Customer Engagement

Customer engagement refers to your customer's interactions with your brand across different channels, whether online or in person. It can include activities like visiting a website, downloading an app, opening it, commenting on a social media post, reading an email, tapping on a push notification, or stopping by a brick-and-mortar store. Many brands use customer outreach—via email, push notifications, in-app messages, social postings, and other channels—to encourage more consistent engagement among their audience. Customer engagement is tracked by brands to help them understand whether their campaigns and brand message are resonating and to give them insight into whether a given customer or audience segment is reacting to the campaigns or is in danger of churning. Customer acquisition is just the first step to building a broader customer base. Engaging with your customer effectively is key to retaining your hard-earned customers. Hence, customer engagement campaigns are crucial to building long-lasting customer relationships.

Customer Permissions

Customer permissions are requests that brands make from members of their audience in connection to the website or mobile device for access to personal information, device access, and more. These requests can be for access to customer data (such as their contact information or location), authorization to send push notifications, emails, or other messages, or access to elements of their smartphone or tablet, such as the device's camera. The permissions to customer data determine how much they can gather nuanced information about their customers and include personalization in their outreach. Customers will be sent an opt-in request as permission to use that particular channel for sending out marketing communication. The authorization that customers give to send out communications through specific channels determines whether marketers can leverage those channels to communicate with their customers and send certain kinds of messages. An opt-in from the customer is necessary for brands to send out messages on that channel. Doing so without the customer's permission can often lead to dissatisfaction and even customer churn. Customer permissions are a crucial element in building effective modern marketing strategies.

Daily Active User

DAU is the percentage of users who take a particular action within your app. Gauging the success of your mobile app is one of the key aspects of your growth. It's not the daily users, but the number of regular active users that create value to your business day in and day out. Use this metric to understand how your users experience the app. To calculate your DAU, divide your total number of daily app sessions with the total number of daily unique users. DAU = Total # of Daily App Sessions / Total # of Daily Unique Users For example, if your app has 20000 sessions in a day with 200 unique users, then your daily active users are 100 (20000/200)

Deep Linking

Deep linking is the concept of sending a message with a targeted piece of content on your website or mobile app that automatically sends your users to a specific section of the website or app when clicked. Suppose you send out a push notification about a deal on certain products. In that case, it's better if your link takes your user to those products instead of sending them to the website's homepage. This linking helps you improve relevancy by sending your users straight to the section that has caught their attention. You stand a better chance of getting conversions as you simplify the discovery process for your customers. Likewise, marketers can trigger web messages on the website or in-app messages on the mobile app to drive customers to a specific section of the website or app to take them to the popular sections of your website or app. Deep linking helps maintain user attention and drive up conversion rates by removing additional steps from the transactional process. It improves the overall user experience for your customers.

BANT (Budget, Authority, Need, and Timeline)

Desceiptor to describe a customer's qualifications. Right customer, right product, right timing

Direct Traffic

Direct traffic is the amount of web traffic you receive from users who visit your website through a URL directly from their browsers. In terms of Google Analytics (GA), it is defined as the traffic that has arrived on your website with no source or data. Many times when GA finds no data on the traffic source it attributes the sessions to direct traffic. Reasons why direct traffic occurs: Manual URL entry and bookmarks by frequent users Toggling from a secure link on an https web page to a non-secure HTTP webpage Missing or broken GA tracking code Incorrect/improper redirection Landing on a webpage from non-web documents like word documents, power points, excels, pdfs, etc. Dark Social - no attributed sources like email, Whatsapp, Skype, SMS, Facebook Messenger Key steps you can take to minimize the level of unnecessary direct traffic in your reports: Migrating from HTTP to HTTPS - it is the present and future of the web and has a positive effect on your ability to track referral traffic. Managing your redirects - Be meticulous about using any vanity URLs with UTM parameters to redirect traffic to the new page. Campaign Tagging at its best - Avoid tagging internal links to carry out meaningful attribution. Perform an analytics audit - Data integrity is very crucial. Good audits of analytics involve a review of your traffic measurement plan and rigorous testing at the page and property-level. Following these steps will help you achieve a drastic reduction in the total level of direct traffic reported in Analytics.

Email Marketing Automation

Email marketing automation is referred to as automating the processes and actions that involve email marketing, using a set of email-specific automation tools and resources. Unlike newsletters that are sent one-off, these emails are sent out automatically based on the user triggers and scheduled email drips. Email marketing helps you in connecting with your audience to promote your business and increase conversions. You can do a lot of things with emails, like sell products, share some news, or tell a story. With email marketing automation, you can set up the email drip once with predefined rules. As people continue to meet the trigger you have defined, emails will be sent to them without any manual intervention. These emails are highly customizable, scalable, and also hyper-personalized. For example, sending out welcome emails or onboarding emails manually to a user every time they sign-up on your eCommerce platform is inconvenient. You can use an email marketing automation tool/software to automate your welcome/onboarding email sequence. Top five primary reasons why every email marketer should use email marketing automation: Create highly segmented email subscriber lists that can be automatically updated based on your user data Convert potential customers into actual customers much faster Buil an uninterrupted engagement with potential and existing customers Increase your marketing efficiency by automating the repetitive tasks that are associated with customer relationship management Improve subscriber engagement by delivering them more relevant, personalized and timely emails Benefits of Email Marketing Automation: Increased customer engagement Effective segmentation Personalize customer experience Improved retention rate Makes your strategies scalable

Email Marketing

Email marketing is the use of email as a channel of communication to promote your business. Marketing with emails helps you build relationships with your potential customers, keep existing customers updated on your brand, and offer coupons and discounts to encourage customer loyalty. Based on Smart Insight's 2018 report, email marketing is still ranked as the most effective marketing channels compared to social media, SEO, and affiliate marketing. You can leverage email as a channel in your mobile marketing mix to uplift more conversions at every step of the customer lifecycle. By using targeted emails, you can welcome and onboard new users, advertise offers and promotions, and announce new product launches. For example, you can use email to nudge a new user to make their first conversion by sending them a first-time discount offer. The reasons why email marketing is the most effective strategy: Email is an open platform Email isn't new and has a larger reach Has a high deliverability rate compared to most channels It's the most preferred channel of communication It drives higher conversions It's a higher ROI generating channel Email is here to stay for a longer period of time Email marketing has evolved from a time where you needed a developer to build an email to today, where tools like Insider empower the marketers like you to create and send personalized and branded emails with ease. Building your email subscriber list, unlike building a social media following, is a viable long-term investment that will pay off for many years to come.

Frequency Capping

Frequency capping is an automated limit or cap on messages you set to ensure your customers don't receive an absurd or annoying number of communications in a stipulated period.

Geofencing

Geofencing is a type of location-based marketing that targets people when they enter, leave, or dwell within a certain physical location. Geofencing uses GPS technology to sequester an area of your choice within a virtual fence. When you and your device move into this "fenced" area, that action can trigger outreach from a given brand, leading you to receive a text or push notification (provided you've opted-in to a service like this). The user would also need to give access to the brand to track the mobile device's current location using GPS to activate geofencing. A retail store might want to grab your attention when you drive into the area, or a vendor might want to capture you as you pass through a teeming concert festival venue. The purpose of geofencing is simple: to detect a user's location and to use that location to serve them relevant, valuable communications. The location keeps getting updated as the user is on the go and won't be triggered once the user exits the boundaries of this fenced area. Geofencing is an alternative to triggering notifications based on time, as the notifications are triggered based on the user's location. It can be tactically used to pull customers into your offline store or restaurant through online communication of a text message or a push notification.

Growth Marketing

Growth marketing is a data-driven approach of designing and conducting experiments on focus areas to optimize and improve critical metrics. It takes the traditional marketing model and adds layers of experimentation such as A/B testing, thought leadership blog posts, mobile marketing campaigns, data-driven email marketing campaigns, SEO optimization, quirky and creative ad copies, and technical analysis of every aspect of a user's experience. The insights gained from these strategies are quickly implemented to achieve sustainable growth. One example would be to use emojis in the email headline to see if open rates increase. When it works, it's leaned into. When it doesn't, more experiments are run. Most growth marketing teams are responsible for: Increase traffic to the website Get more leads and optimize conversion rates Identify areas in the funnel to test and improve upon Develop and design growth experiments to optimize the marketing funnel Conduct growth experiments Increase subscribers Convert free trials to paid plans Analyze results and deciding on future actions Retain users Best Practices for Growth Hacking Your Marketing: Stay up-to-date with marketing trends Maintain and grow your database of emails, social signups, and shares. Create the best content that tells a story Focus thoroughly and narrowly Be creative. Think creatively Use media proof, social proof and testimonies of customers to create a strong brand

Customer Success

It is the set of functions, strategies, or departments that are determined or established to optimise the relationships established by the enterprises with the customers, reduce the loss rate, increase profitability, and increase the predictability of recurring income. It handles the entire journey of the customer. Marketing, sales development, sales, finance, and after-sales. The strategy now turns from support to succeed.

Customer Journey

The customer journey encompasses all customer interactions with a brand, from awareness to post-purchase. Marketers can break developing their customer journey into three stages: Identifying the customer journey, mapping the customer journey, and analyzing the customer journey. This glossary page will explain all three stages for a complete understanding of what the customer journey is and how your business can use it to drive revenue and boost loyalty. https://useinsider.com/glossary/customer-journey/

Control Group

In any scientific experiment, scientists form two groups to conduct their experiment. Control Group Test Group Control Group is a group of subjects that are isolated, shielded, and do not go through any variable changes during the test. Similarly in growth marketing, tests are conducted on your audience to drive the best possible outcome. One can run A/B tests with two groups. Control Variant For example, you are a mobile marketer and decide to run an A/B test for push notifications on your audience. But you shouldn't run an A/B test on your entire audience. You will need a subset of your audience to run these tests on in order to understand the efficiency of the variant. So a percentage of the audience is put aside as a control group and they are not exposed to variations. The variant group undergoes A/B to derive the best possible push notification. Using this result, the control group is exposed to drive better conversions.

Conversion Rate

In business and marketing, conversion refers to the desired action that a company wants a customer to take on their website or landing page, such as filling out a form, making a purchase, or signing up for a newsletter. The percentage of visitors who take this desired action is known as the conversion rate. Brands rely heavily on advertising and customer outreach channels like email, SMS, and push notifications to drive conversions as part of their larger engagement, retention, and monetization strategies. By tracking conversions, brands can better understand what factors influence their customers' behavior, as well as how members of their audience are progressing along their customer journey. Brands need to track the conversion rate uplift to understand the performance of the marketing campaigns. The higher the conversion rate, the better the performance of your marketing campaign.

In-App Messages

In-app messaging are messages that are designed to be displayed to your mobile app users while they are inside and actively using your app. In-app messages allow mobile marketers to send real-time and personalized messages to help engage, retain, and upsell new products to users. In-app messaging is the most effective way of creating a stronger, richer app experience by segmenting and tailoring to target audiences. It creates a more valuable app session by providing the user with personalized messages and can funnel actions to conversions. In-app messages are 8X more engaging than push notifications, and brands that used in-app messages in their engagement arsenal have seen an increase in their conversion rates by 30% compared to those who didn't use it at all. The key to motivating users to take meaningful actions over and over again is well-crafted in-app messages. Because of its tailored style, in-app messaging is better at delivering based on user context and expectations, creating a more seamless progression from initiated session to conversion. One of the best in-app messaging use cases is for eCommerce business; Identifying when users are most likely to buy and delivering a promotional in-app offer at the right time boosts conversions. In-app messaging also allows for extended experimentation, with A/B testing and various contextual options to see what resonates the most with your users. Much like push notifications, email, and SMS, in-app messages are a vital component of an overall mobile customer engagement strategy. Using in-app messaging you can: Reach your entire active user base Make it a part of user onboarding to deliver their first aha! moment Deliver seamless user engagement Deliver high levels of personalization Achieve higher engagement and retention Achieve higher conversion rates

Buisness Intelligence (BI)

Information collected from multiple sources such as suppliers, customers, competitors, partners, and industries that analyzes patterns, trends, and relationships for strategic decision making

Urgency

It is the use of triggers or scarcity techniques to influence your visitors to act sooner. Urgency techniques in marketing create a psychological trigger by relating to human loss-aversion or fear-of-missing-out (FOMO). Urgency and scarcity are widely used across campaigns to increase engagement and boost conversions. For instance, a user is browsing a few websites to find a suitable gift for Mother's day. You can induce the urgency factor for the user by adding a trigger message saying "Mother's Day: Order now for on-time delivery." Other common urgency triggers include offers that expire with a countdown timer, adding limited stock numbers along with products sold, or stating that more people are viewing the deal. A very famous company that has used urgency to its advantage is OnePlus, known for launching an invite-only smartphone sales campaign. https://useinsider.com/glossary/urgency/

Lifecycle Marketing

Lifecycle marketing is a strategic approach to marketing that focuses on engaging and nurturing customers throughout the entire customer journey, from the moment they become aware of your brand to their continued loyalty and advocacy. Acquisition is five times more expensive than retention, so it's in businesses' best interests to understand and address the different stages of the customer lifecycle. With a strong lifecycle marketing strategy, businesses can tailor their marketing efforts to meet specific customer needs, improve customer satisfaction, and boost long-term customer retention. https://useinsider.com/glossary/lifecycle-marketing/

Lifetime Value (LTV)

Lifetime value (LTV), or customer lifetime value (CLV), is a crucial metric in business and marketing that quantifies the total value a customer generates for a company over the entire relationship duration. What is lifetime value? Lifetime value is a forward-looking metric considering the revenue generated by a customer's repeated purchases, plus factors such as loyalty, engagement, and referrals. It determines the customer's long-term impact on business success, which can be used to drive decisions and guide the allocation of resources for sustainable growth. https://useinsider.com/glossary/lifetime-value-ltv/

Marketing Automation

Marketing automation is the use of technology to automate and amplify work carried out by marketers seeking to reach their customers across different communication channels. Marketing automation can use the power of AI to build customer segments based on sophisticated rules and user behavior that would be difficult to create and manage manually. By using marketing automation software, brands can automate marketing activities to acquire, engage, retain, and monetize their audience by triggering campaigns across different devices and channels more successfully and with less effort. This becomes more and more important as the scale of the audience or messaging volume increases. https://useinsider.com/glossary/marketing-automation/

Middle of the Funnel

Middle-of-the-funnel refers to marketing activities that are carried out to align the products and services with the visitors' problems and needs. Users who are in the MOFU are already in touch with your brand for nurturing. From the user point of view, this is basically the evaluation stage where people do research to find a good fit for their needs and interests. The middle of the funnel is where you establish extended engagement and trust-based relationships with your already captured audience. Marketers distribute content to align their products or features with the buyer's needs, understand their readiness to buy, and push them closer to the purchase journey. The typical MOFU activities include advanced content marketing, case studies, eBooks, whitepapers, webinars, FAQs, datasheets, demos, and more. Elements of Middle of the Funnel Activities: Middle of the funnel content engages users and informs marketing teams and sales teams of the users' interests and purchase intent. That makes mid-funnel content: Persuasive Educational Targeted Goals of Middle of the Funnel Activities: Nurture leads acquired from top of the funnel activities Nudge and build purchase intent Inspire an emotional connection with your audience segments to establish brand loyalty and create brand advocates. Most marketers want to identify: If the lead acquired is a good fit for the company's products and services If the lead is interested in purchase And by monitoring the behavior of your users' mid-funnel—including the form of content and the topics they engage with, how often they take valuable action, pages they visit. Using these data, marketers can determine a user's need for a product and deliver content that addresses them.

Mobile Marketing

Mobile marketing allows marketers to communicate with their audiences in responsive, individually customized ways, allowing for deeper customer/brand relationships than ever before.

Native Opt-in

Native opt-ins are triggered when the browser displays the prompt to seek permission from the user without any context. There is no additional information as to why a user should opt-in. Native opt-in can only be enabled on HTTPS certified websites. The text on this type of opt-in is non-customizable because it is decided by the browser and varies based on the browser, OS you use, and localization. There are 3 action buttons to this opt-in: Allow, Block, and Close. Native Opt-in is the winner. Reasons why native opt-ins are better: Native Opt-ins seem more trustworthy and users have gotten used to it by seeing it on multiple websites. Unlike custom opt-ins, native opt-ins are very simple and clear. Custom opt-ins may sometimes come across cluttered. Users today are concerned about their security, privacy, and how their data is being handled. They usually refrain from HTTP websites. If your website is not HTTPS certified and uses custom opt-ins then it gives users one more reason to not trust you with their information. Getting your web users' opt-in is the key to long-term success for your engagement and retention strategy. "Acquisition" might be your initial priority for growth but you need to focus more on engaging your existing users. Experimenting between triggering it by default vs having a notification bell icon (User Driven): You can always experiment with the timing of the native opt-in as to when the user should see the prompt (Immediately or delayed). And you can also give users onsite customization with a bell icon and when clicked upon the user will see an opt-in prompt.

nps

Net Promoter Score - a common metric used in customer experience programs

Net Promoter Score

Net promoter score is a simplified index that is used as a proxy for understanding customer experience, satisfaction, and loyalty. It's usually a range from 0-10 and customers are asked to share their feedback by giving appropriate scores. Based on the scores, the customers are grouped in the following Promoters (9-10): Loyal customers who can buy more and refer to other customers. Efforts should try to retain them and to make them buy more. Passive (7-8): Satisfied customers who are unenthusiastic and vulnerable to competition. Due care should be taken to convert them to promoters, otherwise, they are prone to churn. Detractors (0-6): Unhappy customers can impede your brand's growth and can result in negative word-of-mouth. Proper root-cause analysis should be carried out for this segment to understand the problem areas and rectify them accordingly. Why NPS is Important: NPS is easy to calculate and compare, and it acts as a measure for brand performance rather than as feedback for an individual customer transaction. NPS helps you in finding your most loyal customers and use them as an audience segment of who to build your product for. NPS should be calculated regularly while most companies track on a monthly basis. Benefits of Calculating NPS: It measures the likelihood of repeat customers It proactively reduces customer churn It indicated the health of your brand as a whole It helps in product development It scopes and gives the direction for change and improvement An easy metric to benchmark against your competitors Strengthens customer relationship If used well, NPS can accurately measure customer experiences and can be used as the core metric to predict business growth.

Web Personalization

Personalization can be defined as the process of delivering tailored experiences to individual visitors based on their needs and unique preferences. This differs from delivering a uniform experience to all your visitors. Web personalization refers to personalization carried out for websites. Web personalization examples range from a simple customized welcome message for a new website user to recommending a discount coupon for a returning user using artificial intelligence algorithms.

OTT

OTT stands for over-the-top. It is basically streaming media services offered directly to viewers over the Internet. It bypasses traditional media intermediaries like cable, terrestrial TV channels, or satellite channels. It's usually consumed by personal computers, mobile devices, smart TVs, or digital media players. Over-the-top content has different types: OTT video streaming: subscription-based video-on-demand services like Netflix, Amazon Prime, Disney+ HotStar OTT music streaming: Spotify, Apple Music, Amazon Prime Music, Tidal Music, Gaana, Saavn OTT messaging: instant messaging services like WhatsApp, Facebook Messenger, Skype, or Telegram OTT voice calling: VOIP platforms like Skype, Google Hangouts, Viber Over-the-top is of immense importance to marketers as they provide excellent advertisement opportunities along with better customer experiences. How OTT Impacts Mobile Marketing Mobile marketers must understand Over-the-top thoroughly to see that their ecosystem is changing rapidly. Over-the-top content is different from video-on-demand (VOD) and you cannot make an Over-the-top marketing plan similar to that of VOD. The marketing strategies, tactics, and channels that worked last year may not work next year, and the strategies that work next year might go out of trend or obsolete. What won't change is human's gravitation towards cost-effectiveness and convenience. Benefits of Over-The-Top Content: Over-the-top content has taken how users consume content to a whole new level. It comes with a variety of benefits. A widely popular and large audience Easy subscription Easier content-sharing options Diversified target audience Uninterrupted content - No commercials or distracting ads Access to unlimited content

Bounce Rate

Often used in web traffic analysis, the bounce rate is the total percentage of single visits to a webpage at any given time. The bounce rate occurs when a user lands on a particular web page from a source and immediately leaves the website without navigating to other web pages. Bounce Rate of a Webpage = Total Number of Bounces on a Webpage/Total Number of Entrances on the Same Webpage Bounce Rate of a Website = Total Number of Bounces on All Webpages/Total Number of Entrances on All the Webpages Bounces are the number of single visits to a particular webpage/website and Entrances are the number of times a visitor has entered the webpage/website. Here's a rough compilation by HubSpot on the benchmark of bounce rates by the industry that shows the average bounce rates across different types of sites: 40% - 60% content websites 30% - 50% lead generation websites 70% - 90% blog posts 20% - 40% retail / eCommerce websites 10% - 30% service websites 70% - 90% landing pages Instances when bounce rates are helpful: When they're used as a diagnostic reference for conversion funnel When they're compared over time to see if internal changes or external forces shifted behavior When they're benchmarked versus relevant industry competitors Instances when bounce rates aren't helpful: When they're used instead of conversion actions to represent "success" When they're compared against non-relevant "competitors" and other sites When they're not considered over time or with traffic sources factored in

One-to-One Personalization

One-to-one personalization or personalized marketing is a marketing strategy that uses data to deliver highly individualized messages and offers to current or future customers. One to one personalized marketing helps marketers to provide an enhanced and effective customer experience to their users and improves the overall marketing impact and metrics. Personalization helps brands and customers in different ways. Brands: Understand customers better, determine the effectiveness of marketing in influencing customers and increase marketing efficiency by automating personalization campaigns Customers: Bridge the gap between their needs and brand offerings, improve product discovery, enhance shopping experiences, and decrease digital frustrations. One-to-one personalization marketing is driven by data and uses technology to gather, classify, analyze, transfer, and scale data. Data used for personalization include demographic data such as gender, age group, location, income, etc. along with historical data, behavioral data, and third-party data like CRM data. https://useinsider.com/glossary/one-to-one-personalization/

Organic Traffic

Organic traffic is those visitors that land on your website from unpaid sources, aka essentially free traffic. Organic sources here include search engines like Google, Yahoo, or Bing. The brand of digital marketing that focuses on improving organic traffic is called Search Engine Optimization. It increases website trust and tends to have better conversion rates than paid traffic because there is a better intent for organic searches. The ROI for organic traffic is very high since it is semi-permanent in nature compared to paid ads. There are more than 255 factors that contribute to organic search rankings but the most important ones are: providing the correct and updated content to the searches, using relevant keywords, and acquiring clicks from other high-ranking websites. Benefits of Organic Search: Organic traffic is the most important form of traffic your website can get. It is more important than paid traffic or traffic from social media networks. Organic traffic results in highly qualified leads Organic search is a sustainable approach in the long run Builds higher customer trust It is driven by customer intent It is cost-effective Brings highly engaging customers Improves brand loyalty Competitive sustainable advantage Customer intent-driven ROI Higher conversion rates How to Increase Your Organic Traffic: As a marketer, the challenge is to make sure that when people look for a product or service like yours, they find you and not your competitor. Here's how you can get to SERP 1: Optimize your content for your readers, not search engines Publish quality content regularly Use long-tail keywords in your content Include meta's and internal links Leverage social media

ROI

Return on Investment of Marketing. ROI measures the profits generated by investments in marketing activities.

Personalization

Personalization in marketing requires meeting customers' needs and catering to their interests effectively and efficiently. This implies creating seamless and faster interactions to increase customer satisfaction and improve conversions. Personalization is different from customization. While personalization is done by brands, customization is initiated or driven by customers. For example, brands can send weather-specific products and offer to their customer segments based on the weather in their respective regions. Customers can later customize these products with their preference for the brand's colors, sizes, and more. https://useinsider.com/glossary/personalization/

Lead

Potential customer. Buyer, client, customer, prospect,

Predictive Analytics

Predictive analytics uses historical data, statistical algorithms, and machine learning techniques to predict the likelihood of future outcomes. The goal is to predict what's likely to occur by going beyond merely assessing what's happened. Some techniques like send-time optimization, subject line optimization, and A/B testing auto-winner selection allow you to use existing user information to create successful, personalized, and engaging campaigns. When integrated with a marketing automation platform, predictive analytics can help marketers automate the selection and sending of extremely personalized messages. Used carefully, it can help to create the ideal conditions for personalized marketing at scale: targeting the right person with the right message at the right time on the right channel—and providing the value they seek.

Predictive Segmentation

Predictive segmentation is a technique used in marketing to identify and create customer segments based on the high probability of occurrences of certain behaviors, events or conditions in the future. It is typically powered by artificial intelligence and machine learning technology and is automated. The best examples of predictive segmentation include "likelihood to purchase" and "likelihood to churn" segments. While "likelihood to purchase" intends to segment customers based on their future high probability of purchasing your products, "likelihood to churn" creates segments of users who are more prone to exiting your business. A marketer enabled with predictive segments will be able to: Leverage smart predictive models to predict each consumer's likelihood to perform any action such as purchase, repeat purchase, churn, etc. Send a set of personalized push notifications to engage each customer Send push notifications to the right user at the right time, when they are likely to engage and when a business needs to Automate customer journeys for each individual customer, along the predefined marketing funnel Deliver the best next product recommendations, content, or offer — to each customer Predictive segmentation removes the need for all of the manual work by automatically identifying and analyzing the valuable or high-potential audience segments that need to be targeted. However, as an individual capability, it does not help in determining the right experience that should be tailored for each identified audience segment. In other words, predictive segmentation accelerates a marketer's position in the workflow, enabling them with the right segments to work with, but tailoring the appropriate experiences remains guesswork that would have to be tested and validated over time with data.

Value Proposition

The value proposition in marketing can basically be a feature, service or innovation that makes the company or product attractive to its customers. For example, Uber's value proposition is called 'Uber Convenience' which the company explains as the smartest way to get around. It is one-tap, predictable, and cashless. Here the value proposition is derived from the deficiencies of traditional taxi services and how uber's services are better.

Quality Score

Quality score is a metric used by Ad platforms like Google and Bing that influences an ad's rank and its cost-per-click. A high-quality score makes sure that the ad is shown above the other ads with a lower quality score, provided that both have the same bid. There are several factors to calculate the QS: Click-Through Rate (CTR) Landing page quality Relevance of ad copy Relevance of keywords Historical performance of the ad account The higher your QS in Ads, the lower your CPC. Higher QS helps marketers earn better and more clicks for lower marketing spend. The primary reason that most ad platforms use quality score is to improve overall user experience by making sure the ads serve the user's needs. Benefits of Improving Quality Score: Quality Score has a direct correlation on the success of your Google Ads and Bing Ads. By optimizing your QS, you'll be setting yourself up for higher conversion rates and return on investment (ROI). That's because higher QS correlates with a low cost per conversion. The cost per conversion is not the same as the cost per click. It's not how much you pay for each click, but how much you pay when someone takes the action you nudged them towards, whether that's a free sign-up or a product purchase. Since not every click results in a conversion, cost per conversion is generally higher than cost per click. How to Increase Your Quality Scores: It is very important to boost your ratings by working consistently on your google ads account. This can easily be achieved by focusing your efforts on these key areas: Doing keyword research on highly relevant words Organizing your keyword groups Refining your ad text to be targeted towards concentrated audience groups Optimizing your landing pages according to the best practices Excluding irrelevant keywords and add negative keywords

Referral Traffic

Referral traffic signifies the users who have come to your website from sources outside of search engines. From sites where you have to say or sell and typically post a link recommending your site. Referral traffic provides a steady source of traffic outside of the search engines and can drive more targeted visitors if there is a good synergy between the referring and the landing pages. Referral traffic is important because it increases the page rank of your website and aids in boosting your rank in google search results. For example, answering questions in platforms like Quora and providing a link to your website in the answers for further reading helps you get high-quality visitors to check out your business. Benefits of Referral Traffic: As a digital marketer, referral traffic is an important metric to watch out for. It sends potentially valuable visitors to the website from trusted websites while getting your content in front of more new people. Using UTMA, you can easily detect which pages and social profiles are generating the most traffic for your website. Referral traffic is also relevant for SEO, as it influences your rankings. When someone visits your website from another site, they're typically clicking a link that will be redirected to your website. The Google algorithm sees these external referral links as positive ranking factors since they tap into users' confidence in the domain authority and relevance of the information. Benefits of referral traffic include: Improved brand value and exposure Increase in SEO rankings through consistent backlinks Networking with relevant businesses to keep the lead funnel open for future leads Ability to tap into a new and diverse audience

Revenue From Clicks

Revenue from clicks provides the total revenue generated from your personalization campaigns. It is usually expressed in monetary terms. Revenue from clicks tracks unique revenue values that are specific to your personalization changes and attributes itself to the efficacy of these changes in creating direct revenue. Revenue from clicks can also be used to track goal-based performance where the revenue generated can be attributed to all the campaigns under a particular goal being tracked.

Relationship Marketing

Relationship marketing focuses on building, nurturing, and maintaining mutually beneficial customer-brand relationships over the long haul. The ultimate goal of relationship marketing is to build strong relationships with customers beyond them being just loyal customers. The focus is to nurture them to become loyal brand advocates who can organically drive more leads through referrals. This can be achieved by building personalized customer journeys and optimizing the user experience within the app. While relationship marketing has its roots in traditional one-on-one relationships between consumers and local merchants, the rise of mobile has made it possible for marketers to nurture these kinds of relationships with customers worldwide at an unprecedented scale. By using push notifications, emails, and other digital messaging channels, marketers can now provide personalized value across the customer journey, allowing them to share their preferences and exercise increased control over their experiences with that brand. This fosters a stronger customer-brand relationship and makes it more likely that the relationship serves the interests of both parties. Retention is a key goal of relationship marketing. Acquiring new customers is a tedious and expensive task, making it essential for brands to build customer loyalty and retain their hard-earned customers. This puts the onus on brands to build long-lasting relationships with their customers.

Remarketing

Remarketing (or retargeting) is the marketing technique of serving targeted ads to people who have already visited or taken some action on your website. Marketers typically use a marketing platform like Insider to remarket to customers with ease. https://useinsider.com/glossary/remarketing/

App Uninstall Rate

Retaining customers is a constant challenge for mobile app marketers because acquiring new customers is much more expensive. Thus, the onus is on brands to build strong customer loyalty and retain their hard-earned customers. Apps must keep their users engaged by creating delightful mobile app experiences. Customers often uninstall the apps and look for alternatives if the experience isn't satisfactory or up to expectations. This leads to customer churn as getting the customer to install the app becomes tedious and needs a lot of planning. App uninstall rate refers to the percentage of users who uninstall the app within a specified time. For a marketer, measuring the app uninstall rate and understanding the why, when, how, and who behind them is essential for UX optimization, managing and creating appropriate expectations, and reducing churn risk. Almost 1 in every 2 apps is uninstalled within just a month of being installed on the user's phone. Hence mobile app marketers must have a clear and defined strategy to retain their customers and reduce churn. Find out six ways to reduce mobile app uninstall rate.

Retargeting

Retargeting is a concept of reminder messaging where the marketer targets the customer through a different channel if there is no engagement to the initial action. It's a way to follow up and continue engaging with the customer even if the previous message didn't get the desired response. For example, if a user opens your mobile app and adds a product to the cart but drops it off before completing the transaction, the brand can retarget the user by sending a cart abandonment reminder message on a different channel like an app push notification, email, SMS, or WhatsApp. For retention marketers, retargeting is about making the most of the available channels to ensure that users are engaged with information that they would find helpful. Effective use of the different communication channels is the key to cracking retargeting. Understanding the right instance to retarget the customers is crucial to improving customer engagement and retention. For the larger marketing world, retargeting refers to 'follow up' ads shown to cooked website visitors and known customers, to encourage them to return to your platform. The general goal is the same for everyone—to get the user to complete the action they failed to complete previously.

Retention Rate

Retention rate is the percentage of customers who come back to your app/website in order to perform a certain action such as making a purchase. Retention rate measures the percentage of customers who return to your website or app, compared to the percentage of customers who have churned. To calculate your retention rate, simply subtract your churn rate from 1. Retention Rate = 1 - Churn Rate The reasons why the retention rate is an important metric: According to a Bain & Company report, improving retention rates by even 5% increases profits by more than 25%. Also, the probability of selling to an existing customer is at least 40 %more likely than converting someone who has never bought your product. Hence, retaining users is crucial to driving higher revenue for your app and your business. To sum up : It is important because they've already bought from you before. A study shows that repeat customers spend 67% more on average than new customers. Earning loyalty and love from current customers increases the chances of them recommending you to their friends. Word-of-mouth, or friendly recommendations made over time, is the most common way your business can find net new customers. You don't have to spend money to go find your existing customers. You already have their email addresses. Now, you just have to figure out how to engage and influence them to convert again. Effective Ways to Improve Retention Rates: Improve customer experience Collect customer feedback Create a loyalty program Offer incentives and discounts

Rich Push Notifications

Rich push notifications are pushed notifications that include rich elements like an image, GIF, sounds, video, in-message experience, and simple text. While people tend to associate push notifications with short, copy-focused messages, the advent of iOS 10 in 2016 made it possible to include images, GIFs, and videos, among other rich experiences, within the push brands send to their customers. Traditional push notifications have limited space. While text-only messages can certainly do the trick in communicating the message in many cases, images and videos enable marketers to pack more information and build compelling user experiences into a single push notification. Being more visually appealing, they can instantly capture the attention of your customers as they are far more noticeable when they appear on your user's mobile device. This has made rich push notifications extremely popular amongst brands. When used effectively, these messages can significantly improve engagement and drive conversions on your mobile app.

Segmentation

Segmentation is the process of dividing potential customers into groups based on similar interests or characteristics. It helps marketers better understand their customers and adapt their messages accordingly. https://useinsider.com/glossary/segmentation/

Significance

Short Description: Expressed as a percentage, significance shows whether a campaign or personalization is reliable to take an action depending on the impressions or uplift. Long Description: For personalized A/B testing, usually a hypothesis is made and the statistical significance of the variations will define if the tests actually worked or not. A campaign or personalization is said to have high significance (or statistically significant ) if that particular personalization has shown visible effectiveness over its control group. This effectiveness is usually measured in terms of a positive change in the impressions or an increase in uplift of conversions or average order values. Why Should You Track Significance (AOVU)? While A/B testing, both the A version and B version will have different results and you would want to know if a particular personalization has actually worked. You would also want to compare two different personalizations and their effectiveness against the control group. Significance gives you the percentage of effectiveness, so you can pick the best performing version for further campaigns. A low significance indicates that your personalization is not working well and needs additional changes or a change in strategy.

Incremental Revenue

Short Description: Extra revenue generated from personalization campaigns when compared to a control group Long Description: Incremental revenue is a metric used for tracking A/B testing campaigns. In A/B tests, you have an existing version called the control group and the personalization is a variation of it. Incremental revenue metric gives you the net revenue generated from personalization over the control group. It's usually expressed in monetary terms- as an absolute dollar(currency) amount over the benchmark value. Importance of Incremental Revenue: In any industry, guesswork can only get you limited results. You will need data-backed A/B tests to understand your audience and interpret how they respond to your messages. A/B testing helps you determine what title, content, image, video, etc works best for your audience and is particularly useful for personalized messaging. To know the ROI from your personalization efforts, especially while doing A/B tests, you need to know the actual revenue generated from a particular personalization campaign versus the control group version. Incremental revenue is the metric that gives you a clear picture of this value by quantifying the extra revenue generated from personalization against a case where there was no personalization used.

Incremental Conversion

Short Description: Incremental conversion is the extra conversions that resulted from personalization campaigns, when compared to a control group Long Description: Conversions are a key outcome of marketing efforts, especially for personalized-A/B testing campaigns. In A/B tests, you have an existing version called the control group and the personalization is a variation of it. Incremental conversions metric gives you the net conversions that came from personalization, over and above the control group conversion value. It's usually expressed in numerical terms over the benchmark number. Importance of Incremental Conversions: A/B testing helps you determine what title, content, image, video, etc works best for your audience and is particularly useful for personalized messaging to your customers. While doing A/B tests, especially for personalization campaigns, you need to know the net conversions from one particular personalization campaign versus the control group. Incremental conversions is the metric that gives you a clear picture of this value by quantifying the extra conversions from personalization against a case without any personalization.

Conversion Rate Uplift CRU

Short Description: The difference in conversion rates between a test group and a control group in an A/B test. Conversion rate uplift is the change (increase or decrease) in the conversion rate of the personalization version over the control group and is usually expressed as a percentage. Conversion rate is defined as the total number of conversions divided by the number of visitors. In A/B tests, you have an existing version called the control group and the personalization is a variation of it. Why Should You Track CRU? A/B testing helps marketers decide which version of a heading, subhead, content, image or video has maximum impact on their audience and is, therefore, most useful for personalized messaging. While A/B testing, both the A version and B version will have different conversion rates. Ideally, the personalized version is supposed to have a better conversion rate than the standard version. By tracking conversion rate uplift, you would know the efficiency of the personalization you have implemented, in terms of contributing to your revenue. Tracking conversion rate uplift will also help you optimize the conversion rates of personalization campaigns and thus contribute better revenue and improved ROI to your campaign efforts.

Sales From Clicks

Short Description: The gross sales generated from personalization campaign clicks. Sales from clicks gives you the total sales generated from your personalization campaigns and is usually expressed in gross sales value figures. Usually, sales from clicks tracks sales that resulted from specific personalization efforts and tries to attribute itself to the effectiveness of these changes in creating direct sales. Sales from clicks can also be used to track goal-based sales performance where the sales can be attributed to all the campaigns under a particular goal that's being tracked.

Social Proof

Social Proof It is the physiological phenomenon of looking forward to or copying other people's behavior before taking any action in a given situation. Social proof is a very important factor to help people arrive at a decision in ambiguous or complex situations. It is also referred to as "herd behavior", however social proof is more powerful than herd behavior because it follows the assumption that the larger group possesses better knowledge than the individual. There are different types of social proof: expert, celebrity, user, crowd, friends, certification, among others. You can see the best examples of social proof when ordering products online and it shows the number of people who have bought the product in the last hour. https://useinsider.com/glossary/social-proof/

Customer Acquisition Cost (CAC)

The cost of acquiring new paying clients https://useinsider.com/glossary/customer-acquisition-cost-cac/

Sunsetting

Sunsetting is the process of identifying and ceasing to send messages to disengaged users. You can do this by cleaning up your list when your users indicate that they have become disinterested in a product but don't go through the trouble of unsubscribing from your email list or uninstalling your app. This set of your customer audience is the dormant users. While there is hope to re-engage them by building personalized engagement strategies, leaving these users in your campaigns and continuing to send them messages can often become problematic. It negatively impacts the open and click rates of emails and may lead to low priority or spam sorting by ISPs, which can hurt the deliverability of your entire list. Companies should develop sunset policies to identify when users are sufficiently disengaged (based on spam reports, time since last click or open, etc.) so they're left off of active messaging lists. Some policies include one final attempt to engage before sunsetting. Likewise, you must exclude users who have indicated that they don't want to be a part of your email list or have marked your emails as spam from your email list. You need to ensure that you don't send messages to users who have explicitly indicated that they don't want to receive further communications from your brand.

Sales Funnel

Term used to capture and describe the journey that potential customers go through, from prospecting to purchase - eg: awareness, interest, desire, action

Email Deliverability

The ability to deliver emails to your subscribers' inboxes determines email deliverability. Email reputation and deliverability are determined by ISPs which are more likely to deliver emails to their clients if they trust the sending IP and domain, based on previous engagement with quality emails. Effective delivery of the emails you send is directly related to your IP address and domain reputation. If they score well (usually the result of consistent sending and no spam reports), ISPs will trust your reputation and place your email in the recipient's inbox, rather than sending it to the spam or junk folder. https://useinsider.com/glossary/email-deliverability/

Annual Contract Value (ACV)

The annual contract value as the average annualized revenue per customer contract. ACV is usually compared against customer lifetime value to see how long it takes to pay back the cost of acquiring a customer.

conversion rate

The average number of conversions per ad interaction shown as a percentage, conversion rate optimisation = the process of increasing the percentage of users or website visitors to take a desired action

account executives (AEs)

The liaison between the agency and the client. The account executive is responsible both for managing all the agency's services for the benefit of the client and for representing the agency's point of view to the client. - person who manages marketing sales activities between the company and the customer

Likelihood to Purchase

The likelihood to purchase indicates the high probability of some visitors who are more likely to make a purchase within an expected time frame.

Next Best Channel

The next best channel is a predictive segmentation technique that determines the best channel branch among the given channels in the user-journey according to the past behavior of the user.

bounce rate

The percentage of visitors to site who navigate away after viewing only one page

account segmentation

The process of applying different selling strategies to different customers

churn rate

The rate of customers who stop using or cancel the product or service of a business in a certain time period - The percentage rate at which customers stop subscribing to a service or employees leave a job

Triggered Email

These are emails that are sent automatically after certain conditions or events are triggered. These conditions or events are most predefined and are based on individual users' behaviors and actions. Triggered emails are also known as behavioral emails. Triggered email is seen as part of the overall marketing automation process called "behavioral marketing automation". Trigger-based emails are sent out automatically based on an important event that is triggered by your users and is related to your website conversion goals. For most businesses, the most common form of these "low-volume, high ROI" triggered emails consist of onboarding or welcome emails (sent when a new user creates a new account) and order or purchase confirmation emails (sent whenever an order is placed). Triggered emails are very valuable as they are both contextual, timely, and relevant, providing the user with actual value and usefulness of the product. According to Forrester Research, triggered emails are capable of generating 4x more revenue and 18x greater profit than regular emails. In Addition to that, trigger-based emails have been found to contribute over 30% of overall email marketing revenue. Triggered emails are of two types: Event-triggered ones are based on some actions of the users. For example, an order confirmation email after the user purchases the product. Segment triggers are emails sent when the customer meets some specific conditions. For example, when a customer is identified as one who has a high likelihood to purchase, email is sent with some recommended products.

Top of the Funnel

Top of the funnel refers to the marketing activities carried out to create awareness about a brand or product. It is part of the theoretical customer journey also called a "purchase journey." TOFU helps marketers spread awareness, educate prospects, and create a buzz about a product, service or brand. Measuring TOFU activities also help to gain an understanding of your audience and the general marketing landscape. Most digital marketers publish content at the top of the funnel to reach a wide pool of potential customers. Some of the most popular TOFU activities include: Blogs and custom landing pages Promotional Advertising Social media posts SEO Video marketing Influencer marketing It has very little to do with your products and services, and everything to do with your buyer's interests and needs. Elements of Top of the Funnel Activities: Top of the funnel content attracts a larger audience that is interested in high-level topics associated with your business. It is both catchy, easily understandable, and useful to your buyers. That makes mid-funnel content: Attention-grabbing Highly engaging Buyer centric Visually appealing Goals of Top of the Funnel Activities: It is all about trying to get the attention of your target audience and convince them that your business provides significant value. Once your potential buyers start to think of your brand as a thought leader, they will be more willing to opt-in to receive communications from your business and access your insights. This exchange is based purely on value, and the goal of top-of-funnel content is to facilitate that exchange. Educate your potential customers and drive awareness about your products and services Generate leads

AB testing

Trying two versions of something to determine which is more effective. A type of marketing experiment in which two different versions of something are tested this could be cold email, the results are compared in terms of conversion by showing them to different test groups at the same time.

Upselling

Upselling is a sales and marketing strategy where brands subtly try to persuade the customer to purchase a more expensive product by showing value in the recommended product. The trick is to instantly show similar higher-priced products that catch the shopper's attention when browsing on the website or mobile app. This strategy aims to get the customer to purchase the more expensive product, which will increase the order value. Customers often see the value the higher-priced product offers and end up purchasing the recommended alternate product, leading to the campaign's success. For example, when a customer has looked at a simple cheese pizza on a restaurant app, showing the customer a pizza with more toppings can entice the customer to purchase the more expensive pizza with more toppings since that would be more flavorful. An intelligent AI-based recommendation engine that can analyze real-time customer behavior to provide accurate complementary product recommendations in real time is necessary to upsell.

User Engagement

User engagement or customer engagement is basically assessing an individual's response to a digital offering: a service, a product or a website. It is important because highly engaged users are the ones who are likely to try, buy or share feedback about the product or service. It is measured by tracking the users' activities such as downloads, clicks, shares, and more. User engagement might imply different concepts in different industries: Retail: Page views, product views, detail views, add to cart, wish lists Media: Daily views, time spent on pages, comments and shares Travel: Pageviews, searches, enquires, clicks on offers, wish lists. Why User Engagement is Important: It is highly correlated with the overall profitability of your business. Time is a finite resource and if your users choose to spend their time on a particular web page or on your product, then they are indicating that they find significant value in it. This allows your business to make money from the product or service by engaging your users with ads, subscriptions, or sales. When compared, highly engaged users are more likely to buy, return, and share the product or service with their friends. Product and marketing teams that measure user engagement use comprehensive product analytics to understand which factors contribute to higher customer engagement. Metrics such as daily active users, cost-per-acquisition, and ROI are fairly straightforward while engagement always depends upon the company's business model. High user engagement via views or clicks might be good for a news and publishing site but not for a medical insurance business, where more usage might suggest that a customer is about to file a claim.

Video Marketing

Video marketing is simply using videos to promote your brand, products or services. There are several ways videos can be used in marketing, like brand videos, product videos, customer testimonials, live videos, explanatory how-to videos, corporate training videos, viral videos, and more. Videos are an integral part of any marketing campaign as they are highly engaging, provide better conversions, and give a huge SEO boost. For example, YouTube, owned by Google, is a very useful platform to host and promote your videos.

Voice Push

Voice push is an emerging push notification channel and is mostly used in voice devices like Amazon's Alexa and Google Home devices. Voice push notifications are integrated into voice applications and like the other push notification channels, they do not require a particular voice application to be open on the device for the message to be received by the end-user.

Web Analytics

Web analytics is the process of analyzing the behavior of visitors on a website. It enables the website owners to attract more users, acquire better quality users, convert or retain customers, and increase the dollar value each customer spends. Analysis can also include segmenting the users, understanding their demographics tracking their clickthrough rates, and observing their behavioral funnel. The analysis is usually presented as a report for a specific time period and presents the data with tables, charts, or graphs. For example, by observing the geographic regions from which the users visit your website, you can tweak your marketing campaigns to make sure you acquire the right users from your target geographies.

Web Message

Web message is a communication channel where the brand reaches its website, and viewers, via their browser, whether on the desktop or through the mobile web. Web messages appear when the user is on the website - either on the desktop or the mobile device. Web messages can be used in various ways like lead collection, showing personalized discounts and offers, showing some of the latest and popular products, offering personalized product recommendations, etc. It is beneficial when brands want to guide their users to specific sections of their websites. By enabling marketers to acquire, engage, retain, and monetize their audience of website visitors, web messaging can help brands broaden their reach, support coordinated multi-channel messaging across web and mobile, and strengthen the relationships with their customers. These messages can be triggered based on the real-time live behavior of your user by defining rules like scrolling, navigation, products viewed, products purchased, or other real-time onsite behavior. Since web messages can be used to reach web visitors on both the desktop and mobile, it becomes a versatile channel to stay in touch with customers through their browsers. It offers marketers the flexibility to plan multi-device and multi-channel marketing campaigns.

Web Push Notification

Web push notifications are actionable messages that are sent to visitors' devices via a website. These messages are highly contextual, timely, and personalized, best used to engage, re-engage, and retain website visitors. Web push notifications can be sent to your visitors' desktop and mobile phone through their browsers - even when the user is not active on your website. You don't even need email addresses or contact details to send a push notification. This makes it easy for businesses to reach out to their users to grab their attention and bring them back to their website. For example, a typical web push notification can be delivering a discount coupon for a cart abandoner who is not a customer yet.

Webhooks

Webhooks are ways of augmenting or changing the behavior of web pages with customized callbacks. These callbacks can be used by third-party users and developers who are not related to the original website. Webhooks are typically used to connect two different applications in real-time for sending event data and are seen as an extension of APIs. For example, webhooks can be used to inform marketers in real-time when product information is updated, payment is completed, or when a refund is requested.

Multichannel marketing

What is multichannel marketing? Multichannel marketing is an integrated approach to interacting with customers across multiple channels, devices, and touchpoints. Channels can include, email, SMS, messaging apps like (WhatsApp and Facebook Messenger, social media, display ads, print, and more. What is multichannel strategy? A good multichannel strategy isn't one size fits all. There is a temptation to be on the newest, hottest channel, but if your customers and prospective customers aren't there, what's the point? A solid multichannel marketing strategy considers the new ways customers are consuming information. With the rise of mobile shopping and evaluation, livestream shopping, and social media shopping, it's critical to be aware of what's out there. https://useinsider.com/glossary/multichannel-marketing/

Workflow

Workflows in marketing are a series of automated actions triggered based on customers' behaviors, events or contact information. Its foundation is the journey, which is the communication plan you design. Workflows or customer journeys help to create formal relationships with your customers. Once you've established formal relationships, you can automate them using marketing automation platforms. For example, you can create a workflow to engage your silent customers by trying different channels synchronously to maximize the responses and figuring out the customer's most preferred channel and time.

Customer Relationship Management (CRM)

a company-wide business strategy designed to optimize profitability, revenue, and customer satisfaction by focusing on highly defined and precise customer groups

Buyer Persona

a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. Eg- ideal customer profile for a realtor is a family with children, thr buyer persona can be those with children over 10 yo

Account-based marketing (ABM)

also known as key account marketing, is a strategic approach to business marketing based on account awareness in which an organization considers and communicates with individual prospect or customer accounts as markets of one. - long sales cycles +6mo etcAccount-based marketing (ABM)

CX

customer experience

cross-selling

selling additional products or services to an existing customer

Cost per click (CPC)

the cost associated with a consumer clicking on a display or banner ad

click-through rate (CTR)

the number of times a user clicks on an online ad divided by the number of impressions - an ad was clicked 1000 times and shown 10,000 times. The click through rate is 10%