AIDA Attention, Interest, Desire, Action The progressing levels of interest as a prospective buyer engages with marketing message
AOV Average Order Value The average cost for each customer order
API Application Programming Interface Information on software components that many online companies make available to developers
ARR Annual Recurring Revenue A key metric for subscription businesses
ASP Application Service Provider A service that is available on-demand, wherever a user has internet access (also often called SaaS)
B2B Business to Business A business that provides a product or service for other businesses
B2C Business to Consumer A business that provides a product or service for consumers
BANT BDR Business Development Representative A position responsible for proactive outbound prospecting and lead management
CGI Common Gateway Interface A method for web server software to delegate the generation of web content to executable files
CMS Content Management System Allows publishing, managing, and editing content from a central interface
CPA Cost Per Acquisition Calculated as ad campaign cost/[number of impressions x CTR x CR] CPC Cost Per Click One pricing model for internet advertising where advertisers pay the publisher based on the number of clicks their ad receives
CPL Cost Per Lead The advertiser pays per interested lead
Budget, Authority, Need, Timeline A system for prioritzing leads often used by sales representatives
Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003 Enforces tighter regulations on email SPAM
Cost Per Thousand (Mille) :Purchasing an ad by the number of viewers (in this case, for each group of 1,000 viewers)
Cost Per Opportunity : Calculating the spend for each opportunity acquired
Conversion Rate : The rate at which visitors to your site convert to known prospects
Customer Relationship Management : A platform that manages and organizes prospect and customer data (Ex. salesforce.com)
Cascading Style Sheets : A markup language for the look and format of a document
Call To Action : A callout on your webpage that asks visitors to take action (Ex. “Download Now”)
Click Through Rate : Number of click-throughs / number of impressions
Direct Message (or Mail) : On Twitter, this refers to sending a private message to a follower
Domain Name System : A naming system for computers, services, or any resource connected to the Internet or a private network
Earnings Per Click : Total amount paid to all of an advertiser’s publishers divided by the total clicks over the same period
Email Service Provider : A company that offers email marketing or bulk email services
Frequently Asked Questions :Many online marketers will include a section for these on their website
Facebook :A common abbreviation for the social network
File Transfer Protocol : Standard network protocol used to transfer files from one host to another host over a network
Google Analytics : A service offered by Google that generates detailed reports on a website’s traffic and traffic sources, and measures conversions and sales
HyperText Markup Language : A markup language for creating web pages
HyperText Transfer Protocol : An application protocol for distributed, collaborative, hypermedia information systems
HyperText Transfer Protocol Secure See HTTP, but with added security capabilities
Interactive Advertising Bureau Organization that develops industry standards for online advertising
Internet Message Access ProtocolA protocol for email retrieval
Internet Protocol A set of rules for sending data across a network
Internet Service Provider An organization that provides access to the internet
Key Performance Indicator Metrics that are most indicative of business success
Lifetime Value A prediction of the net profit acquired from a customer over the span of their interactions with a company
Marketing Automation A platform that organizes prospect data, automates common marketing functions, and reports on campaign success
Month on Month Used to compare financial results
Marketing Qualified Leads Leads brought in from interacting with marketing materials
Monthly Recurring Revenue A key metric for subscription businesses
Modified Tweet On Twitter, this indicates that a retweet has been modified
Net Promoter Score A metric used to measure customer satisfaction, based on how likely the customer would be to recommend the product to others
Operating System Applications require an operating system to function
PHP Hypertext Preprocessor Used for web development and as a general- purpose programming language
Point of Sale When a prospect converts to a paying customer
Pay Per ClickSee Cost Per Click (CPC)
Page Ranking (also could refer to Public Relations or Press Release) How a website ranks in search engine results, determined by a mathematical algorithm
Page Views Also often referred to as an impression, this is simply when a visitor loads your webpage.
Request for Proposal A solicitation made by a company interested in purchasing a product or service
Return on InvestmentProfits in relation to capital invested
Run of Network Similar to run of site, but ads can appear anywhere in a network of sites
Run of Site An option in buying ads in which ad placements may appear on any page of a target site
Really Simple Syndication Used to publish frequently updated works (ex. a blog) in a standardized format
ReTweet On Twitter, the letters RT signify a tweet that has been shared from someone else’s feed
Real-Time Data Data that is delivered as it is gathered
Software as a Service A software service that is available on-demand, wherever a user has internet access
Search Engine Marketing The branch of marketing concerned with a brand’s visibility in search engine results
Search Engine Optimization Optimizing a website or webpage’s visibility in search engine results
Search Engine Results Page A listing of results in response to a keyword query
Service Level Agreement A services contract where the terms of the service are formally defined
Small-Medium Business A business whose personnel numbers fall below certain limits (limits vary from country to country)
Small-Medium Enterprise See Small-Medium Business (SMB)
Social Media Marketing The branch of marketing focused on gaining website traffic or attention through social media sites
Social Media Optimization Using multiple social media outlets to increase awareness of a product or service
Social Media Platform Ex. Twitter, Facebook, LinkedIn
Share of Voice An online advertising revenue model used to determine the advertising weight that each ad on a web page receives.
Sales Qualified Lead A lead that is qualified, actionable, and ready to be passed on to sales
Strengths, Weaknesses, Opportunities, Threats A structured approach to analyzing a project or business venture
Total Cost of Ownership A financial estimate of direct and indirect costs of a product or service
Terms of Service Rules a user must follow in order utilize a product or service
User-Generated Content Refers to websites where users are able to post content (Ex. YouTube, Q&A sites)
User Interface The space in which users interact with an operating system
Uniform Resource Locator A web address
Unique Visitor (or View) A common way of measuring the popularity of a website
Unique Value Proposition Sometimes called the Unique Selling Proposition (USP), an aspect that differentiates a product from its competitors
User Experience A user’s perceptions while using a product or service
Values, Attitudes, and Lifestyles A research methodology used for market segmentation
Value-Added Reseller A company that adds a feature or service to a product and then resells it
Word of Mouth Marketing An unpaid form of promotion relient on customer satisfaction
What You See Is What You Get An editor that allows the user to see what the finished product will look like as they build
Extensible Markup Language A markup language that defines rules for encoding documents in a readable format
Year on Year Used to compare financial results
Year to Date Often used to detail business performance
Zero Moment of Truth The first moment of interaction between a shopper and a product
Acronyms & Abbreviations
Acronym for graphic user interface.
Acronym for information architecture.
Acronym for industrial design.
Acronym for interaction design.
Acronym for product management.
Acronym for rich Internet application.
Acronym for user assistance.
Acronym for user-centered design.
Acronym for user interface.
Acronym—(adj., n.) Our favorite acronym for user experience.