Martech Terms Glossary: Martech Terms in 2024
A
A/B Testing
A/B Testing, also known as split testing, is an experimental method used to compare two versions of a webpage or marketing campaign to determine which one performs better.
Ad Retargeting
Ad Retargeting, also known as remarketing, is a digital advertising strategy that involves serving ads to individuals who have previously visited a website or shown interest in a product, with the goal of recapturing their attention and converting them.
Affiliate Marketing
Affiliate Marketing is a performance-based marketing model where affiliates earn a commission by promoting other people's (merchants') products or services and driving sales or leads.
Api
Application Programming Interface (API) is a set of rules and protocols that enable different software applications to communicate and share data with each other.
Api Economy
API Economy refers to the trend of businesses opening up their data and functionality to external developers and partners through APIs to create new opportunities and revenue streams.
Api Integration
API Integration involves connecting different software applications or systems by allowing them to communicate and share data through the use of APIs.
Ar
Augmented Reality (AR) is a technology that overlays digital information, such as images, videos, or 3D models, onto the real world, enhancing or augmenting the user's perception and interaction with the physical environment.
Artificial Intelligence
Artificial Intelligence (AI) refers to the simulation of human intelligence in machines, enabling them to mimic cognitive functions such as learning, problem-solving, and decision-making.
Artificial Neural Network
Artificial Neural Network (ANN) is a computational model inspired by the structure and function of biological neural networks that can be used to learn and make predictions from complex data patterns.
Attribution
Attribution in marketing refers to the process of assigning credit or value to touchpoints along a customer's journey that contribute to a desired outcome or conversion.
Augmented Reality
Augmented Reality (AR) is a technology that overlays digital information, such as images, sounds, or videos, onto the real world to enhance the user's perception.
B
Big Data
Big Data refers to extremely large and complex data sets, both structured and unstructured, that require advanced tools and techniques for processing, analysis, and extracting valuable insights.
Blockchain
Blockchain is a decentralized and distributed digital ledger technology that enables secure, transparent, and tamper-proof record-keeping of transactions, providing a trusted and immutable system for various applications, including cryptocurrencies.
C
Call Tracking
Call Tracking is a technology that enables businesses to track and analyze phone call conversions generated from various marketing channels, providing valuable insights into campaign effectiveness.
Cdp
Customer Data Platform (CDP) is a data management system that creates a unified and persistent customer database, accessible to other marketing tools and systems.
Chat Marketing
Chat Marketing, also known as conversational marketing, utilizes chatbots, live chat, or messaging apps to engage with customers, provide support, and guide them through the sales process.
Chat Support
Chat Support, also known as Live Chat, is a customer support service that provides real-time assistance and resolution to customer queries or issues through instant messaging or live chat features on websites or applications.
Chatbot
A Chatbot is a computer program or AI-powered software that uses natural language processing (NLP) to simulate human-like conversations or interactions with users, often used for customer support or engagement purposes.
Chatbot Marketing
Chatbot Marketing is the use of chatbots to automate marketing tasks, provide customer service, and engage with customers in a conversational manner.
Chatbots
Chatbots are AI-powered computer programs designed to simulate conversations with humans, often used in customer service or marketing to provide quick and automated responses.
Churn Rate
Churn Rate, also known as customer attrition rate, is the percentage of customers or subscribers who cancel or stop using a product or service during a given period.
Cloud Computing
Cloud Computing is the practice of using a network of remote servers hosted on the internet to store, manage, and process data, rather than a local server or personal computer.
Cms
Content Management System (CMS) is a software platform that allows marketers to create, edit, and publish content on websites without requiring technical coding skills.
Content Marketing
Content Marketing is a strategic approach to marketing that involves creating and distributing relevant and valuable content to attract, engage, and retain a target audience.
Conversion Rate
Conversion Rate is the percentage of website visitors or users who complete a desired action, such as making a purchase, filling out a form, or subscribing to a newsletter.
Crm
Customer Relationship Management (CRM) is a technology system that helps businesses manage customer data, interactions, and relationships.
Crm Integration
CRM Integration refers to the process of connecting a CRM system with other marketing tools and platforms to synchronize, share, and update customer data.
Cta
Call to Action (CTA) is a prompt or instruction that encourages the user to take a specific action, such as signing up, purchasing a product, or subscribing to a newsletter.
Ctr
Click-Through Rate (CTR) is a metric that measures the ratio of users who click on a specific link to the number of total users who view a webpage or an advertisement.
Customer Churn
Customer Churn, also known as customer attrition or customer turnover, refers to the rate at which customers stop doing business with a company within a given period of time.
Customer Data Platform
Customer Data Platform (CDP) is a centralized database or platform that consolidates and integrates customer data from various sources to create a unified and comprehensive view, enabling personalized marketing and customer analysis.
Customer Experience
Customer Experience (CX) refers to the overall perception, emotions, and interactions a customer has with a brand across multiple touchpoints throughout their journey.
Customer Journey
Customer Journey is the process a customer goes through when interacting with a brand, from the initial discovery and engagement to the final purchase and post-purchase interactions.
Customer Lifetime Value
Customer Lifetime Value (CLTV or CLV) is a prediction of the net profit or value that a customer will bring to a business over the entire duration of their relationship with the company.
Customer Persona
A Customer Persona is a fictional representation or profile of an ideal customer or target audience segment, describing their characteristics, needs, goals, motivations, and behaviors to guide marketing efforts.
Customer Retention
Customer Retention is the ability of a company to retain its existing customers over a period of time, often through targeted marketing strategies.
Customer Segmentation
Customer Segmentation is the process of dividing a customer base into distinct groups based on common characteristics, behaviors, or preferences to tailor marketing efforts and offers.
D
Data Analytics
Data Analytics is the practice of extracting insights from data using various statistical and analytical techniques to inform decision-making and improve business performance.
Data Cleansing
Data Cleansing, also known as data scrubbing, is the process of identifying and correcting or removing inaccurate or inconsistent data from a database or dataset.
Data Enrichment
Data Enrichment is the process of enhancing existing data by adding additional information, such as demographic data, purchase history, or behavioral attributes, to deepen customer insights.
Data Governance
Data Governance is a set of practices, policies, and procedures that ensure the effective and appropriate management, quality, accessibility, and security of data within an organization.
Data Integration
Data Integration is the process of combining and harmonizing data from different sources or systems to create a unified and comprehensive view for analysis, reporting, or decision-making purposes.
Data Privacy
Data Privacy refers to the protection of personally identifiable information and sensitive data, ensuring that it is collected, processed, stored, and shared in a lawful and secure manner.
Data Privacy Compliance
Data Privacy Compliance refers to adhering to relevant laws, regulations, and standards regarding the collection, use, storage, and protection of personal and sensitive data.
Data Segmentation
Data Segmentation is the practice of dividing a large dataset into smaller, more specific groups based on common characteristics or attributes, allowing for targeted marketing.
Data Visualization
Data Visualization is the graphical representation of data and information to facilitate understanding, analysis, and communication, often through charts, graphs, or interactive dashboards.
Data Warehouse
Data Warehouse is a centralized repository or database that stores and manages large volumes of structured and/or unstructured data from various sources, supporting business intelligence, analytics, and reporting activities.
Data-Driven Decision-Making
Data-driven Decision-making is the practice of making informed and effective decisions by analyzing and interpreting relevant data, insights, and trends to minimize bias, uncertainty, and reliance on intuition or assumptions.
Data-Driven Marketing
Data-driven Marketing is an approach that focuses on making strategic decisions and executing marketing activities based on insights derived from data analysis, aiming to maximize effectiveness, efficiency, and return on investment.
Dmp
Data Management Platform (DMP) is a centralized software system that collects, organizes, and analyzes large volumes of data to help marketers target and personalize their advertising.
Drip Campaign
A Drip Campaign is an automated marketing strategy that involves sending a series of pre-set, targeted messages or content to prospects or customers over a specific period of time.
Dsp
Demand-Side Platform (DSP) is a software platform that allows advertisers to buy ad inventory across multiple ad exchanges and manage their programmatic advertising campaigns.
Dynamic Content
Dynamic Content refers to personalized and customized website or email content that changes based on the user's behavior, preferences, or other contextual variables.
E
Email Marketing
Email Marketing is a digital marketing strategy that involves sending targeted emails to a group of individuals to promote products, services, or events and nurture customer relationships.
G
Ga
Google Analytics (GA) is a web analytics service offered by Google that tracks and reports website traffic, providing valuable insights into user behavior.
Gdpr
General Data Protection Regulation (GDPR) is a regulation in the European Union (EU) law on data protection and privacy for individuals, enforcing strict rules on data handling and processing.
Geolocation
Geolocation is the identification or estimation of the real-world geographic location of an object, such as a mobile device or internet user.
Geotargeting
Geotargeting is a marketing strategy that involves delivering targeted content or advertisements to individuals based on their geographic location, allowing for more relevant and localized marketing campaigns.
H
Heatmap
Heatmap is a graphical representation that uses color coding to visualize the areas of a webpage or digital interface that receive the most user attention or engagement.
I
Inbound Marketing
Inbound Marketing is a digital marketing methodology that focuses on creating relevant and valuable content to attract and engage potential customers, with the aim of building trust and establishing a long-term relationship.
Influencer Marketing
Influencer Marketing is a type of marketing that involves collaborating with influential individuals or content creators to promote a product, service, or brand to their audience.
K
Kpi
Key Performance Indicator (KPI) is a measurable value that indicates the success of an organization or marketing campaign in achieving its objectives.
L
Landing Page
Landing Page is a standalone web page specifically designed for a marketing or advertising campaign that aims to convert visitors into leads or customers through a targeted call-to-action.
Lead Generation
Lead Generation refers to the process of attracting and capturing potential customers' interest in a product or service to develop sales opportunities.
Lead Scoring
Lead Scoring is the process of assigning a value or score to each lead based on their characteristics, behaviors, and engagement level to prioritize and qualify potential customers.
Ltv
Customer Lifetime Value (LTV) is a metric that predicts the total net profit a business can expect from a single customer over the entire duration of their relationship.
M
Machine Learning
Machine Learning (ML) is a subset of Artificial Intelligence (AI) that involves the use of algorithms and statistical models to enable computer systems to learn and improve from data without explicit programming.
Marketing Analytics
Marketing Analytics is the practice of measuring, managing, and analyzing marketing performance data to understand and optimize marketing efforts and strategies.
Marketing Attribution
Marketing Attribution is the process of assigning credit or determining the contribution of marketing efforts to conversions or desired actions, often using data-driven models or methodologies.
Marketing Attribution Model
Marketing Attribution Model is a framework or methodology used to assign credit to marketing touchpoints in a customer's journey, helping measure the impact and effectiveness of each touchpoint on conversion or desired outcomes.
Marketing Automation
Marketing Automation is a technology that automates repetitive marketing tasks, such as email marketing, social media posting, and lead nurturing, to streamline and personalize the customer journey.
Marketing Campaign
Marketing Campaign is a planned and coordinated set of marketing activities or initiatives with specific objectives, target audience, and messaging, designed to achieve business goals.
Marketing Dashboards
Marketing Dashboards are visual reporting tools that display key marketing metrics, KPIs, and performance indicators in a concise and easily understandable format.
Marketing Funnel
Marketing Funnel, also known as a sales funnel, is a visual representation of the customer journey, from initial awareness to the final conversion, and helps marketers track and optimize each stage.
Marketing Personalization
Marketing Personalization is the practice of tailoring marketing messages, content, offers, and experiences to individual customers or target segments based on their unique preferences, behavior, or demographics.
Marketing Roi
Marketing Return on Investment (ROI) is a financial metric that measures the profitability and effectiveness of a marketing campaign or strategy by comparing the expected revenue generated to the cost incurred.
Marketing Technology Stack
Marketing Technology Stack refers to the collection of various marketing tools, software, and technologies that marketers use to plan, execute, manage, and analyze marketing activities and campaigns effectively.
Martech
Martech, short for marketing technology, refers to the tools and technologies that marketers use to plan, execute, and measure their marketing campaigns.
Micro-Moments
Micro-moments are small, intent-rich moments when consumers turn to a device to get something they need immediately, such as information, advice, or assistance.
Microtargeting
Microtargeting is a marketing technique that involves segmenting a target audience into highly specific and unique subgroups based on individual characteristics, preferences, or behaviors for more personalized and effective marketing campaigns.
Mobile Marketing
Mobile Marketing is a multi-channel digital marketing strategy aimed at reaching a target audience on their smartphones, tablets, and other mobile devices.
Multichannel Marketing
Multichannel Marketing is a strategy that involves reaching and interacting with customers through multiple channels, such as email, social media, mobile apps, and offline channels, to provide a seamless customer experience.
N
Natural Language Processing
Natural Language Processing (NLP) is a branch of AI that focuses on the interaction between humans and computers through natural language understanding and generation.
O
Omnichannel Marketing
Omnichannel Marketing is an approach that aims to provide a unified and consistent customer experience across all channels and touchpoints, creating a seamless and integrated journey regardless of the customer's device or interaction point.
Outbound Marketing
Outbound Marketing refers to traditional marketing strategies that involve reaching out to a wide audience through advertising, cold calling, direct mail, or other interruptive methods.
P
Personalization
Personalization is the practice of tailoring marketing content and experiences to individual customers based on their preferences, behavior, and demographics.
Ppc
Pay-Per-Click (PPC) is an advertising model where advertisers pay a fee each time their ad is clicked, commonly used in search engine advertising.
Predictive Analytics
Predictive Analytics is a branch of advanced analytics that uses historical data, statistical algorithms, and machine learning techniques to predict future outcomes or behaviors.
Predictive Lead Scoring
Predictive Lead Scoring is a data-driven approach that uses historical data and statistical models to predict the likelihood of leads converting into customers or taking desired actions.
Push Notifications
Push Notifications are messages sent to users' devices to deliver timely, personalized information and engage with them.
R
Responsive Design
Responsive Design is an approach to web design that ensures websites automatically adjust and adapt to different screen sizes and devices for an optimized user experience.
Retargeting
Retargeting, also known as remarketing, is a digital advertising technique that targets ads to individuals who have previously interacted with a brand or visited a website.
Roi
Return on Investment (ROI) is a performance measure used to evaluate the efficiency and profitability of an investment or marketing campaign.
S
Saas
Software-as-a-Service (SaaS) is a software licensing and delivery model where software is hosted on a cloud infrastructure and accessed via the internet on a subscription basis, eliminating the need for local installation or maintenance.
Segmentation
Segmentation is the process of dividing a target market into distinct groups based on demographic, psychographic, or behavioral characteristics for more targeted and effective marketing.
Sem
Search Engine Marketing (SEM) is a digital marketing strategy that involves promoting websites by increasing their visibility in search engine results through paid advertising.
Seo
Search Engine Optimization (SEO) is the practice of optimizing websites to improve their visibility and ranking on search engine results pages.
Sms Marketing
SMS Marketing is a form of mobile marketing that involves sending text messages to customers and prospects for promotional or informational purposes.
Social Listening
Social Listening, also known as social media monitoring, is the process of monitoring and analyzing social media platforms to gain insights into customer opinions, sentiments, and trends.
Social Media Marketing
Social Media Marketing is the use of social media platforms to promote products or services, build brand awareness, and engage with customers.
Social Media Monitoring
Social Media Monitoring, also known as social media listening, is the process of tracking and collecting data from social media platforms to monitor brand mentions, sentiment, and trends.
Ssp
Supply-Side Platform (SSP) is a technology platform used by publishers to automate the selling of their ad inventory to advertisers via ad exchanges.
Subscription Marketing
Subscription Marketing is a business model that revolves around offering products or services to customers on a recurring subscription basis, focusing on long-term customer relationships and predictable revenue streams.
U
Ui
User Interface (UI) refers to the visual elements, design, and layout of a website, software, or digital application that enables users to interact with it.
User Experience
User Experience (UX) refers to a person's overall experience, impression, or feelings when interacting with a product, website, or system, encompassing factors such as usability, accessibility, aesthetics, and satisfaction.
User Interface
User Interface (UI) is the visual or graphical interface that users interact with when using a software application, website, or digital product, including elements such as buttons, menus, forms, and layouts.
Ux
User Experience (UX) refers to the overall experience users have while interacting with a product, website, or digital interface, encompassing usability, accessibility, and satisfaction.
V
Video Marketing
Video Marketing involves using videos as a marketing tool to promote products, services, brands, or messages, leveraging the engaging and visual nature of video content to capture the attention and convey information effectively to the target audience.
Virtual Reality
Virtual Reality (VR) is a technology that creates a simulated, interactive, and immersive experience by using computer-generated visuals, sounds, and other sensations.
Vr
Virtual Reality (VR) is a technology that allows users to experience and interact with a simulated or computer-generated environment, often through the use of a head-mounted display (HMD) and hand controllers.