The Marketing Glossary

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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.
    • 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 success of your email marketing efforts by providing insights into the effectiveness of your email campaigns. A higher open rate implies that your subject lines, preheaders, and sender name resonated well with your subscribers, resulting in a higher likelihood of engagement.

    • Android push notifications are notifications that appear on a user’s device, even when the app is not running. They are messages that are sent by a mobile app developer to their users through the Google Firebase Cloud Messaging (FCM) service.

    • Anti-spam laws are regulations that prohibit the sending of unsolicited electronic messages, commonly known as spam. These laws vary from country to country, but they generally require senders to obtain consent from recipients before sending any commercial electronic messages.

    • 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 performing specific actions within the app. App engagement is a key metric for measuring the success of a mobile app, as it indicates how often and in what ways users are using the app.

    • ARR, or Annual Recurring Revenue, is a metric used by businesses to measure the total amount of predictable, recurring revenue they expect to generate over a year from their customers. ARR is particularly important for businesses that have subscription-based business models, such as software-as-a-service (SaaS) companies, which charge customers on a recurring basis.

    • 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 interactions. In other words, app conversion is the measure of the effectiveness of your app marketing efforts. A higher app conversion rate means that your app is successfully attracting and retaining users.

    • API functions as an intermediary server between the client and the backend, assuming the roles of managing, monitoring, and securing API traffic. Furthermore, it acts as a unified entry point for all API requests. The API gateway handles tasks such as request routing, protocol translation, and API versioning, allowing developers to focus on building great applications.

    • 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 measures how much revenue a mobile app generates from each of its daily active users on average. This metric paints a vivid picture of how much revenue each engaged user generates on a daily basis.

      Let’s dive in and unravel the significance of ARPDAU, explore its calculation methods, and discover strategies to enhance this pivotal metric, ultimately paving the way to app monetization success.

    • 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 period. It is a valuable metric for app developers because it provides insights into how much revenue an app generates per user on average.

    • 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 technology industries.

    • Attribution Models are very instrumental in balancing efforts across multiple channels of marketing. They help you understand the highest converting channel and where customers have maximum interaction.

    • 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.

    • In an e-commerce business, a customer visits an online store, browses through the products, and adds the products they like to their carts, just like a customer would do at an offline store.

    • A/B Testing is a simple concept of experimenting with two variations (or versions) of something to evaluate which one works better. Variation A and Variation B are tested against each other; one is assessed within a controlled environment and evaluated against variation B, which is set in an uncontrolled environment.

    • 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 before they forget about you.

    • 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, or CRO, is the process of improving the percentage of users who visit your app/website and converting them to customers through desired actions like making a purchase, watching a video, downloading an ebook, or signing up for a newsletter.

    • In simple terms, the contribution margin is the difference between the selling price and the variable cost per unit.

    • 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.

    • 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 success.

    • DomainKeys Identified Mail, also called DKIM, is a protocol that allows email authentication. DomainKeys Identified Mail(DKIM) protects email senders and recipients from receiving spam or falling prey to spoofing, and phishing.

    • Database schemas are used to define every database we directly or indirectly interact with. Moreover, these blueprints largely help construct scalable databases quickly and seamlessly.

    • 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; it is triggered by events like when the cursor leaves the website frame or when you retreat to the previous page on the app.

    • Events and attributes harmoniously to build a unified customer profile and refine them for more accurate results. Smartly using Events & Attributes for your omnichannel strategy enables you to craft personalized one-on-one messages easily and instantly.

    • 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 respond.

    • 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 and Google Analytics.

    • 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 message to the right audience.

    • IP Warming refers to the practice of acquiring users to receive emails from your dedicated IP address, especially necessary to increase engagement, improve email performance and build credibility.

    • 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 evolved into a powerful language used in web browsers and servers. Better yet, most JavaScript is free to use for everyone.

    • Lead activation is creating active engagement in users to the point where they are about to buy from you.

    • 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 landing page.

    • 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 best for you.

    • 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 and monthly on a 30-day basis. Percentages can also measure stickiness.

    • 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 manually, a marketing automation tool will do that for you.

    • 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.

    • 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 predict what will most probably occur in the future. A probabilistic estimate that your customer will perform specific actions is called a propensity score. 

    • 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 preferences to predict what they might like.

    • 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 also by service providers and offline retailers across B2B and B2C markets.

    • Predictive Modeling is making predictions based on past data. It uses statistical techniques and mathematical models to forecast future outcomes based on historical data. Known for high accuracy rates, it’s one of the ways businesses determine their path forward & adjust their gears accordingly.

    • 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 visited, and buttons you clicked with it.

    • 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 tedious tasks such as data entry, file manipulation, report generation, etc.
      The bot operating on this technology replaces all the tasks humans perform manually. It follows the same process defined by humans, except no humans are doing it.

    • 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 specific period.

    • 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 and performance.

    • 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 is the process by which users are brought back to your website or platform to attract, engage, or convert after they drop off.

    • Triggers or events occur in your system’s backend when a user activates a specific action. 

    • 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 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 payload of data.

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