The Marketing Glossary
Build your knowledge with WebEngage.
The marketing world has enough jargons that stump intern and CTO alike.
An exhaustive list of definitions, WebEngage aims solve for it, and make retention (and your meetings) easier than ever.
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Average Selling Price
By definition, an average selling price (hereby mentioned as ASP) is the price for a product or service in various markets and is usually used in the retail and techn...
Average Revenue Per User
ARPU is a metric that measures the average revenue generated per user. It’s calculated by dividing the total revenue generated by an app by the number of active users during a specific time p...
Average Revenue Per Daily Active User
In the world of mobile app monetization, there is a critical metric that every app developer and marketer needs to understand – the Average Revenue per Daily Active User (ARPDAU). ARPDAU meas...
Average Order Value
Average Order Value or AOV is the average value of an order for a business. It means that an average customer spends x dollars per order.
...Average Open Rate
The average open rate is the average percentage of recipients who opened an email in a particular campaign or over a specified period. It is a critical email marketing metric as it evaluates the su...
Attribution Models
Attribution Models are very instrumental in balancing efforts across multiple channels of marketing. They help you understand the highest converting channel and where...
Artificial Intelligence
It is a division of computer science that focuses on creating intelligent machines to perform tasks that typically require human intelligence. These machines can be programmed to learn from their e...
App Engagement
App engagement refers to the degree to which users interact with and use a mobile application. This includes a wide range of actions, such as opening the app, navigating its features, and performin...
App Conversions
App conversion refers to the number of users who have downloaded and installed your app after viewing or interacting with it. It is calculated as a percentage of the total number of app views or in...
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Behavioral Trigger
Behavioral triggers are small but significant cues that tell you that a user is likely to convert, and you shouldn’t miss out on the opportunity to engage with them b...
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Customer Acquisition Cost
The amount you spend on getting new customers is called Customer Acquisition Cost or CAC, as it is popular in marketing circles.
...Conversion Rate Optimization
Conversion Rate Optimization, or CRO, is the process of improving the percentage of users who visit your app/website and converting them to customers through desired ...
Contribution Margin
In simple terms, the contribution margin is the difference between the selling price and the variable cost per unit.
...Cohort Analysis
Cohort Analysis studies a specific time-bound user segment to measure and map customer engagement data on a table or a chart for swift decision-making.
...Campaign Metrics
Various campaign metrics enable you to calculate different aspects of your marketing campaigns. There are over 100 metrics one can use to test the effectiveness and s...
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DomainKeys Identified Mail
DomainKeys Identified Mail, also called DKIM, is a protocol that allows email authentication. DomainKeys Identified Mail(DKIM) protects email senders and recipients f...
Database Schema
Database schemas are used to define every database we directly or indirectly interact with. Moreover, these blueprints largely help construct scalable databases quick...
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Exit Intent
Exit Intent is the technology that predicts whether the user is about to leave the website without making a purchase. It is generally based on your mouse movements; i...
Events and Attributes
Events and attributes harmoniously to build a unified customer profile and refine them for more accurate results. Smartly using Events & Attributes for your omnic...
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Facebook Custom Audience
Facebook’s Custom Audience is a targeting tool used to build a set of users and advertise a brand’s offerings only to those users because they are most likely to resp...
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Google Tag Manager
Google Tag Manager is the tag management software that manages these tags across the website and also enables integration with other Google products like Google Ads a...
Google custom audience
Google Custom Audience is a great way to customize a segment per the messaging. It delivers an evident customer persona and, thereby, helps in delivering the right me...
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IP Warming
IP Warming refers to the practice of acquiring users to receive emails from your dedicated IP address, especially necessary to increase engagement, improve email perf...
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JavaScript
A trademark of Oracle Corporation in the United States and invented by Brendan Eich, JavaScript is a programming language used for scripting web pages, but today has ...
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Lead Activation
Lead activation is creating active engagement in users to the point where they are about to buy from you.
...Landing Page Optimization
Landing Page Optimization is the process of optimizing the landing page. This involves improving various elements on the page that amounts to a high-converting landin...
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Multivariate testing
Multivariate testing is a process of testing a hypothesis on multiple platforms simultaneously. The objective of multivariate testing is to figure out which combination of various platforms works b...
MAU / DAU
Daily Active Users (DAU) to Monthly Active Users (MAU) ratio measures the stickiness of your app and/or platform. Daily active users are calculated on a 24-hour basis...
Marketing Automation
Marketing automation takes out the manual effort from your marketing campaigns. So, if a potential customer abandons a cart, you wouldn’t need to send them an email m...
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Push Notifications
Push notifications are quick to capture attention. Messages that pop up on a browser as a pop-up on your phone/tablet are what you’d call push notifications.
...Propensity Score
A propensity score is a statistical approach to data analysis that predicts future actions. This method takes your data beyond what has happened and uses it to predic...
Product Recommendation Model
A Product Recommendation Model is a set of code that recommends products/services across digital platforms and marketing channels based on the user’s tastes and prefe...
Product Catalog
These pages/catalogs have every imaginable info you may need on a product to make informed decisions. Catalogs are not only implemented in the e-commerce world but al...
Predictive Modeling
Predictive Modeling is making predictions based on past data. It uses statistical techniques and mathematical models to forecast future outcomes based on historical d...
Pixel firing
A pixel is a code, usually found in the header of a webpage. You can track user behavior, conversions, web traffic, website sessions, email open rates, sections you v...
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Robotic Process Automation
RPA is a software tool that automates repetitive, rule-based work using robots to reduce human intervention. These bots mimic human actions by interacting with applications and systems to complete ...
Return on Ad Spend (RoAS)
Returns on Ad Spend (RoAS) is one of the marketing metrics that help measure your ads’ performance. By definition, RoAS is the ratio of your ads’ revenue to the cost of these ads in a s...
Retention Marketing
Retention marketing is the process by which you focus on making your users repeat purchases, stay engaged on your platform, and increase lifetime value.
...Retargeting
Retargeting is the process by which users are brought back to your website or platform to attract, engage, or convert after they drop off.
...Recency, Frequency, and Monetary Value
Recency, Frequency, and Monetary Value, RFM value is a scientific scoring model for users based on the recency, frequency, and monetary value of their transactions an...
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Software Development Kit (SDK)
SDK stands for Software Development Kit. It is a virtual toolbox used by developers to build software and applications.
...Sender Policy Framework (SPF)
SPF identifies legitimate emails and fake ones by linking an email to a domain. It prevents spammers from sending spam emails on behalf of the domain.
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Triggers
Triggers or events occur in your system’s backend when a user activates a specific action.
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Win-back (Customer+Period)
Win-back refers to a process by which you acquire users that drop off, are left out or don’t engage with your brand.
...Webhooks
Webhooks are mechanisms for sending automated messages to other applications. This is an HTTP request triggered by an event in one system and sent to another with a p...