AOV (Average Order Value) — the total amount of goods purchased in a shop divided by the number of customers (orders, receipts) per unit of time (day, month, etc.).

EPC (Earnings Per Click, Average Click Revenue) — the ratio of revenue received from users who visited the site and made a purchase to the number of clicks on advertisements of this type of product.

CPA (Cost per acquisition, Cost per action) — payment for an action performed. The ratio of the cost of attracting a user to the number of target actions performed on the site. A target action can be an application with contacts of a potential client, subscription, registration on the site, purchase, etc. The advertiser determines the target action before launching an advertising campaign. CPA tells us how much 1 given target action cost us.

CPC ( Cost per Click, Price per Click) — a model of payment for advertising campaigns, in which the advertiser pays only for each click on the ad. The payment is made to the owner of the site where the ad is placed.

CPI (Cost Per Install) is the ratio of the sum of expenses for attracting traffic to the number of installed applications. It allows you to understand the size of advertising expenses for attracting 1 application user.

CPL (Cost Per Lead) is an indicator of the cost of attracting one lead. It is calculated as the ratio of the advertising budget to the number of leads attracted. This indicator shows how much it cost the company to attract one client (lead).

CPM (Cost per mile, Price per 1,000 impressions) — a model of payment for advertising campaigns in which the advertiser pays for every 1,000 impressions of his ad.

CPO (Cost per order, Cost per purchase) is an indicator denoting the amount of advertising investment per unit of product sold. It represents the ratio of the advertising budget to the quantity of the advertised product purchased.

CPS (Cost per sale) is the payment for the completed act of sale. It is calculated as the ratio of the cost of attracting users to the amount of sales made by users attracted by these tools.

CR (Conversion Rate) is the ratio of the number of conversions achieved on the site to the number of clicks (conversions to this site).

CTR (Click Through Rate) — the ratio of the number of clicks to the number of impressions of an advert.

LTV, LCV (Lifetime Value, Lifetime Customer Value) — the total revenue generated from a company’s customer over the entire time they have been shopping.

PPI (Pay Per Impression, Price Per Impression) is an advertising payment model where the advertiser is charged for each view of an advert (image, video).

PPS (Pay Per Subscription) is an indicator reflecting the amount of money spent to attract one subscriber. It is calculated as the ratio of the amount spent to attract traffic to the number of subscriptions on the site.

ROI (Return on Investment) is an indicator of return on investment. The ratio of income received from the company’s activities to expenses. Calculation is made according to the formula: gross profit — expenses/expenses * 100%.

ROMI (Return on Marketing Investment) is an indicator of return on marketing investments. It is calculated by the formula: ROMI = (profit from products sold with the help of marketing activities – marketing costs / marketing expenses) * 100%.

UGC (User generated content) — content (text, images, video, etc.) created and posted by the user independently in the environment of blogs, forums, social networks. The beginning of the use of the term is characteristic of the Web 2.0 era.

AIDA

Attention/Awareness, Interest, Desire, Action

AIDA – The four steps a customer takes from product selection to purchase characterise a slightly outdated sales funnel. Today’s buying cycles have changed somewhat.

ASP

Application Service Provider

Hosted, SaaS solutions.

API

Application Programming Interface

A term from programming that includes many rules. API-interface allows an application to receive information from a service and use it for its own purposes (sometimes for analytical purposes). The principle of operation is similar to mobile messengers – the API interface calls the application (literally) to get the information it needs and pass it on to your software. The application programming interface promotes the information needed to solve customer problems. It’s important for marketers to understand the capabilities of the API interface to incorporate it into their development strategies.

B2B

Business-to-Business

The B2B business model involves companies that sell goods and services to other companies. Prominent examples include Salesforce.com, Google.

B2C

Business-to-Consumer

The business model of companies that deal directly with the end customer. For example: Amazon, Apple, Nike.

BANT

Budget, Authority, Need, Timeline

Four criteria for evaluating potential customers. The BANT criteria will help to reliably determine whether potential customers have the budget, influence, need and time to buy the product offered.

B — budget: a criterion that shows whether a potential customer has enough money to buy what you are selling.

A — influence: determines whether your potential customer has enough competences to make a purchase decision.

N — need: indicates whether your potential customers have a need for what you are selling.

T — timeframe: a criterion that limits the time frame for realising the product.

The BANT formula was developed by IBM employees decades ago. Today, however, these criteria are already considered a bit outdated.

CAN-SPAM

Controlling the Assault of Non-Solicited Pornography And Marketing

This law was passed in America in 2003. It is designed to control the content of business messages and letters, and allows recipients to opt out of receiving correspondence. CAN-SPAM violators are fined and penalised. This law is the reason why all email newsletters have the option to unsubscribe from receiving emails.

CMO

Chief Marketing Officer

The most attractive position in the marketing world. The director’s expertise is based on the fundamentals of marketing and contributes to staff development, analytics and strategic thinking.

CMS

Content Management System

An application designed to facilitate the operation of a website. CMS-systems allow you to create, edit and manage the content of the resource even for those users who can not boast a technical education. Management systems allow you to do all the “behind-the-scenes” work on the site, such as optimising content, creating navigation elements, tracking visitors, etc.

However, many marketers find that content optimization systems (COS) work more efficiently.

COS

Content Optimization System

The same CMS system, with a focus on maximising personalised use of the website.

CPA

Cost-per-Action

The most favourable model of payment for advertising. The main advantage is that the advertiser does not pay for impressions and clicks (as in PPC), but only for the user who made the necessary action (purchase, registration, downloaded the offered content, used the service, etc.).

CRM

Customer Relationship Management

Software that allows you to manage your relationships with existing and potential customers.

The simplest function of a CRM system is to collect customer contact information. In addition, the software helps to systematise emails, calls, faxes and transactions, send letters, schedule appointments and record customer service actions. Some systems even have a social media synchronisation feature.

The goal is to create a system to store important information on your potential and existing customers.

CRO

Conversion Rate Optimization

The process of improving the conversion rate of a website or lending site by changing design and content, applying keyword optimisation skills, testing. Optimisation is aimed at improving the functionality of the resource in order to convert more visitors into buyers or leads. Most often main and landing pages are optimised, sometimes CRO is also implemented in social networks and other elements of an advertising campaign.

CSS

Cascading Style Sheets

A language that allows you to control the design and overall look of a landing page. It is used only in conjunction with HTML, which is designed to work with the content of pages. Simply put: HTML is the skeleton of the page, and CSS is its skin.

CSS will help you make the page look the way you want it to look. You can also separate the “style” commands from the “content” commands. Cascading tables are called cascading tables because a user can have multiple style pages separated from each other.

CTA

Call-to-Action

A text link, button, image, or any other element that encourages the user to take a targeted action: download free content, register, buy now, etc. The appearance of the CTA element should stand out from the rest of the page content (text, image, etc.), as it is the element that converts the visitor into a user or lead.

CX

Customer Experience

The impression made on the customer by the interaction with the landing page, the buying process, the quality of the product, etc. The customer’s “lifecycle” and brand loyalty largely depend on this impression.

DM

Direct Mail

Direct Mail: sending promotional material to the recipient by post; users sometimes refer to such emails as “junk mail”. For most companies, it is indeed an unwanted form of investment.

DNS

Domain Name Server

A server that translates a web address into one or more IP addresses.

FB

Facebook

A real addiction.

GA

Google Analytics

One of Google’s services that helps collect detailed statistics on website traffic and traffic sources, as well as determining sales and conversion rates. Marketers use Google Analytics to track “buyer’s journey” and study user behaviour on a website.

HTML

Hyper-Text Markup Language

A language that is used to create website architecture, landing pages and emails. HTML is used at the core of the structure of all websites and lendings from start to finish.

IP-адреса

Internet Protocol Address

An individual number assigned to each device that uses the Internet Protocol to communicate on a network.

ISP

Internet Service Provider

An organisation (commercial, non-commercial, private – any) that provides Internet access services.

MtD

Month-to-Date

The billing period from the beginning of the current month to the current date.

PPC

Pay-per-Click

A widespread model of online advertising, in which the advertiser places adverts on third-party sites and contextual advertising services of search engines such as Google Adwords, Yandex.Direct or Begun. Payment is made for each user click (click) on the placed banner (text or graphic) and is denoted by the abbreviation CPC.

PPC is greatly influenced by the Quality Score (Quality Score) — the higher the score, the lower the CPC (Cost Per Click) and the better your ad ranks in search engine results.

There are two ways to pay for PPC adverts:

1. Fixed Rate – the advertiser and webmaster agree on the cost per click in advance. A fixed rate is usually used when the webmaster has his own rates for advertising.

2. Bid-based pricing – is adopted when the advertiser has to compete with competitors. The advertiser needs to set the highest possible click price, otherwise the advert will simply not appear in the search results.

QR Code

Quick Response Barcode (QR-код)

A scannable barcode widely used in marketing. Once a person sees a QR code, they can scan it using an app on their smartphone. Absolutely any information can be encrypted in a QR code: text, a link to a mobile landing page, a picture.

QTD

Quarter-to-Date

The period from the beginning of a quarter and continuing until the current date.

RSS

Rich Site Summary

An RSS feed is a web feed that publishes current updates (news or new blog posts). An RSS feed allows the user to get the information they need quickly and easily. If you subscribe to RSS, it means that you no longer need to go to the site to check if the content has been updated or not. Instead, the browser will monitor the site on its own and show updates when they appear.

RT

Retweet

A repost of a tweet posted by another user on Twitter. Retweets look the same as regular tweets, but are additionally marked with a special icon. You can retweet a tweet in two ways:

  • By clicking on the corresponding Retweet button.
  • Retweet a post by adding your own comment to it.

If the tweet includes the request “Please RT”, it means that the author is asking for help in spreading information.

SaaS

Software-as-a-Service

A business model in which a developer creates, sells, and performs software maintenance over the internet.

SEO

Search Engine Optimization

One of the components of search engine marketing. A set of measures to modify a website/landing in order to increase its position in the search engine results.

Any details of the site can be optimised: tags, keywords, links, images – and many others. Search engine robots pay attention to the design and structure, visitor behaviour and other external factors that determine the position of the resource.

SLA

Service Level Agreement

A service level agreement defines the factors that a company expects to receive as a result of a marketing campaign. For marketers, the SLA defines the requirements and expectations of the sales department, while for salespeople the SLA defines the terms of cooperation with marketers.

Service Level Agreements exist to balance the activities of salespeople and marketers. If the two departments don’t work cohesively, the project is simply doomed to failure.

SMB

Small-to-Medium Business

Companies with 10 to 500 employees.

UI

User Interface

A type of interface that allows you to control software or a device. A good UI includes buttons, panels, windows, menus and provides a cool user experience by allowing you to interact with software and devices.

URL

Uniform Resource Locator

More commonly known as a web address. A URL is a special string that links to a desired resource. The URL is shown in the address bar of the browser.

UV

Unique Visitor

A user who has unique characteristics (IP address, browser, login details, etc.) and who has visited a website within a certain period of time (day/week/month). Marketers use this term to avoid confusing the number of visits and total traffic. If one person visited the site 30 times, it means the site has one unique visitor and 30 visits.

UX

User Experience

The user’s experience with a resource, a company from the moment of acquaintance to making a purchase or even a recommendation. Guarantee a great user experience can only be guaranteed by thinking like a buyer.

WOM

Word-of-Mouth

The passing of information from person to person. The concept involves both real and virtual communication. Word-of-mouth marketing is inexpensive, but requires attention and time to develop a strategy. This marketing method is widely used in social media.

YoY

Year-over-Year

Changes in metrics compared to the previous year. It requires more information to determine, but YoY metrics are the most accurate. You can calculate YoY by dividing the difference between Year A and Year B metrics, dividing by the one-year change in Year A and multiplying by 100.

YTD

Year-to-Date

The period from the beginning of the year to the current date.