Business-to-Business  [B2B]
Companies that sell products or services to other businesses.

Business-to-Consumer [B2C]
Companies offer products or services directly to consumers.

Backlink [Inbound link]
An incoming link to a website that originates from a different website. Ex) Other website links your website in theirs

Bot [Crawler / Spider]
An automated program that runs over the internet. Used by search engines to scan websites on a regular basis.

Bounce rate [BR/ Abandonment Rate]
The percentage of people who leave a web page without visiting another page on the same site.

Breadcrumbs
Used on websites to make it easier for users to trace their path from their current location in relation to the website’s structure. (Track of file name)

Broken Link
A link to a page that no longer exists, either because the page has been deleted or the URL has been changed.

Browser
The software used to view web pages, graphics, and online content. Ex) Google Chrome, Firefox, Safari

Below The Line Marketing [BTL]
Kind of marketing that targets specific groups of people with focus. This marketing is best for conversions and direct response. Ex) leaflet drop in a specific area, a google adwords campaign targeting a certain group, direct telemarketing campaign.

Budget, Authority, Needs, & Timeline [BANT]
A sales qualification framework used to identify and pursure the most qualified prospects based on their Budget, Authority, Needs, and Timeline

Browser Cache [Cache]
A temporary storage location on your computer for files that have been downloaded by your browser in order to display websites.

Confidentiality Agreement / Confidential disclosure agreement [CA / CDA]
Same as Non-Disclosure Agreement (NDA)

Central Business District [CBD]
Characterized by High-density development of office buildings, often including government centers and transportation hubs.

Canonical Tag
A hidden message on a web page telling search engines that the content on a specific URL is just a copy or a duplicate of the content on a different URL

Captcha
A tool used to prevent spam. Usually comes in the form of a challenge or response test that’s hard for a bot to solve. Ex) a simple math problem or click on the images that fit a given criteria

Case Sensitive
Text or typed input that is sensitive to capitalization of letters. Ex) password

Content Delivery Network [CDN]
The network of servers around the world that saves website content such as images and videos. Without spreading out servers across countries, it would take a long time for a website visitor in Asia to load a page if the web server is located in the US.

Chief Executive Officer [CEO]
The most senior corporate officer, executive, or administrator in charge of managing a company.

Chief Financial Officer [CFO]
The senior-most executive responsible for managing the financial risks at a company, including financial planning, record-keeping, and reporting.

Churn
Referring to customers who have ended their relationship with a business. Ex) unsubscribe from email list

Clickbait
Any content is written in a way that will entice people to click it, often through the use of an inaccurate headline or image

Click-Through Rate [CTR]
A Metric typically used to gauge whether or not an online advertising campaign for a web or an email campaign has been a success.

Clickstream
The record of everything clicked by a person when they browse the web

Chief Information Officer [CIO]
The senior-most executive responsible for the management, implementation, and usability of information and computer technologies at the company.

Content Management System [CMS]
A software solution that makes it possible to create, edit, organize and publish digital content on the internet using only one interface or administration tool.

Chief Marketing Officer [CMO]
The most coveted job in the marketing organization chart. Skills set if rooted in marketing fundamentals but expands into personnel development, quantitative analysis, and strategic thinking.

Canonical Name [CNAME]
A type of Domain name system record that maps an alias name to a true or canonical domain name, which means that you can mask the domain for a set of webpages and make them appear as though they are located elsewhere.

Cost per Action [CPA]
An online advertising pricing model where the advertiser pays for each specific action. Allows an advertiser to pay for a specific action from a prospective customer

Cost per Click [CPC]
An online advertising model where the advertiser pays the publisher a pre-set amount whenever the ad is clicked. (Used in communicating what you are actually paying per click)

Cost per Thousand [CPM]
The cost to reach one thousand people via a specific advertising outlet or medium

Chief Operating Officer [COO]
The senior-most executive responsible for managing and overseeing the ongoing business operations within a company

Conversion Rate [CR] 
Percentage of users who take a desired action (Ex: buy something on the website)

Customer Relationship Management [CRM]
An approach to managing a company’s interaction with its customers by analyzing the data about a customers’ history with a company

Conversion Rate Optimization [CRO]
A system for increasing the percentage of visitors to a website that convert into customers.

Content Optimization System [COS]
Take a Content Management System, and optimize it to deliver customers the most personalized web experience possible.

Customer Lifetime Value [CLV]
How valuable a customer is to a business over the duration of their time as a customer.

Cascading stylesheet [CSS]
A style sheet language used to describe the presentation of a document written in a markup language such as HTML & XHTML

Call to Action [CTA]
An instruction to provoke an immediate response

Customer experience / User Experience [CX/UX (UE)
The interaction between an organization and a customer over the duration of their relationship

Cross-Channel 
A marketing tactic that involves promoting the same messsge or campaign accross multiple channels or media formats, such as website, tv, in-person event, online ads

Controlling the Assault of Non-Solicited Pornography and Marketing [CAN-SPAM]
Prohibits businesses from emailing without permission. You need to include an unsubscribe option in all emails and should not add names to it without expressed permission.

Cost Per Lead [CPL]
All of the costs that go into generating a lead, such as advertising dollars spent, collateral creation, web hosting fees.

Click Through Rate [CTR]
A web page or email click through rate measures the percentage of readers who take the next action.

Digital-Out-Of-Home [DOOH]
Digital ads that are marketed to consumer when they are “on the go”, such as in transit, in commercial locations or in waiting areas

Display Advertising
Banner ads, that appear in specifically designated areas of website or social media platform. It comes in a variety of different forms, but ir revolves around the same principle

Designated Market Area [DMA]
A geographic location representing a county, state, or country you choose to target.

Direct Mail / Direct Message [DM]
The delivery of advertising material to recipients of posral mail or a message sent from one person to another, or within a group

Direct Response Advertisement [DR ads]
Form of advertising is designed to engage an immediate reaction from a consumer. Within each DR ads is a ‘device’ which the user is prompted to react to campaign link acheved

Demand Side Platform [DSP]
Technology that allows advertisers to purchase display ad invesntory access Real Time Bidding (RTB) networks like Google

End of Day [EOD]
the end of the business day.

File Transfer Protocol [FTP]
A client/server protocal used for transferring files to or exchanging files with a host computer. A set of fules that computers follow for the transferring of files from one system to another over the internet.

Gross rating point [GRP]
A measure of the size of an ad campaign by a specific medium or schedule. 

Growth-Driven Design [GDD]
A redesign or development of a website in international increments making continuous data-driven adjustments.

Google Analytics [GA]
The Google tool that helps marketers better understand their audience, reach, activity and metrics

Hypertext Transfer Protocal [HTTP]
The protocol used to format web-based messages and translates them into consumable content

Interactive Advertising Bureau [IAB]
A business organization that sets the industry standard for digital advertising including ad specifications.　Consider these specifications the standard and best practice for anything digital advertising related.

Inbound Link [IBL]
A hyperlink back to your site from another website

Instant Messaging [IM]
A form of real-time online communication using typed text

Internet Protocal Address [IP Address]
A numerical label assigned to each device participating in a computer network that uses the interget Protocal for communication.

Internet Service Provider [ISP]
An organization (commercial, community-owned, nonprofit, or otherwise privately owned) that provides internet services.

Media Market [Market]
Describing the set of people that could potentially be exposed to your advertisement.

Message Recall
A measurement used to evaluate an ad’s effectiveness at driving a viewer’s ability to remember a brand or the message it intended to communicate. Usually measured using control/exposed survey method

Marketing Automation Platform [MAP]
A technology that assists marketers to convert prospects into customers by removing high-touch, manually repetitive processes with automated solutions.

Marketing Qualified Lead [MQL]
An individual who has engaged with a brand’s marketing, indicating they have a higher interest in a company and could become a customer

Multivariate Testing [MVT]
Takes place when you test multiple elements within a landing page in order to determine what combination produces the highest conversion rates.

Net Promoter Score [NPS]
a simple index ranging from 0 to 10 used to measure how willing a customer is to recommend your products

Niche Marketing [NM]
A target audience or group is identified. Typically it is a subset of a larger, more broad audience.

Lifetime Value [LTV]
A prediction of the net profit attributed to the entire future relationship with a customer.

Landing Page [LP]
A webpage that is the entry point for a website or a particular section of a website

Outbound Link [OBL]
Links that take you away from your current website.

Opt-In
an Individual giving permission to use data collected form to market the company’s products and services

Pay per click [PPC]
Advertisers pay a fee each time one of their ads is clicked (Used to describe the type of advertising program you are running)

Page Rank [PR]
Determined by an algorithm used by Google that gives each website a numerical weight based on a number of different, confidential criteria.

Proprietary Information Agreement [PIA]
A legal binding contract that stipulates that a number of parties must not disclose confidential supplies, data, or information as outlined by the contract to a different third party.

Public Relations [PR]
All about getting a company in front of the right audiences at the right time with messages that make its spokespeople sound like human beings, not robots. The idea is to earn media attention, rather than buy it.

Page View [PV]
A request to load a single web page on the internet. Marketers use them to analyze their website and gauge how large their audience is.

Quality Assurance [QA]
A way of preventing mistakes and defects in manufactured products and avoiding problems when delivering products or services to customers

Reach
The number of people (or percentage) in the market that will likely be exposed to one Spot of advertising

Really Simple Syndication [RSS]
Automatically deliver and syndicate content for marketers and publishers. Subscribers receive automatic updates when new content is published.

Rich Site Summary [RSS]
A summary of different websites compiled into one feed or channel

Real Time Bidding [RTB]
A method of purchasing unsold inventory by CPM through programmatic auction

Real Time Marketing [RTM]
A part of a strategy or an action based on the current and latest trends, events, or feedback received from customers.

Run of Site [ROS]
Running your digital ads through a run of site channel means that you are delivering your oneline ads on a specific website. COnsider the rotation “site wide” and not page specific.

Run of Network [RON]
Delivering your online ads on a specific network that rotates ads. These are publishers that may own several different websites.

Request for Proposal [RFP]
RFP will be issued when a company is seeking marketing representation. Marketing companies then prepare a proposal based on the guidelines set in the RFP and present it to the potential client.

Responsive Web Design [RWD]
The allowance for desktop websites to be shown in response to the size of the screen or browser.

Return on Investment [ROI]
The ratio between what you spend and how much your get back in return.

Search Engine Marketing [SEM]
One of the pinnacles of digital marketing, SEM revolves around increasing a business’ visibility in search engines’ SERP through paid advertisements

Search Engine Results Page [SERP]
the rsreach results a user is shown after typing a query in a search engine.

Skyscraper
A tall and narrow banner advertisement usually placed to the right of content on a web page

Software As A Service [SAAS]
Software hosted on the cloud by a third party company. Often used to allow for easier collaboration.

Secrecy Agreement [SA]
Same as Non-Disclosure Agreement (NDA)

Social Media [SM]
Social media platforms are places you can post links, photos, videos, and other content, in the hopes that thousands of people will see it, click on it, interact with it, and share it with their own networks..

Anchor Text 
The highlighted or underlined text that contains a link to another page within the site or a page on a different site

Application Programming Interface  [ API ]
A set of functions and procedures allowing the creation of applications that access the features or data of an operating system, application, or another service.

Small and medium-sized business [SMB]
Businesses with between 5 and 200M in revenues. Also refers to customers with 100 or fewer employees up to 100-999 employees

Specific, Measurable, Attainable, Realistic, Time-Bound [SMART]
The goal setting process. Helps to define and set goals by outlining the active steps required to achieve them.

Attention Interest Desire Action [ AIDA ]
Describing the events that occur when a consumer engages with an advertisement

Social Media Marketing [SMM]
Using social media platforms as a way to promote businesses.

Social Media Optimization [SMO]
The use of social media communities to generate publicity in order to increase the awareness of a product brand or event

Social Networking Potential [SNP]
used for measuring the strength and drive of viral marketing. It represents the size of one’s social network and their ability to influence this particular network.

Share of Voice [SOV]
A calculation based on a percentatge your ad is seen versus over advertisers.

Sales Qualified Lead [SQL]
Who has demonstrated a high level of intent to become a customer and who fits the predetermined criteria for a high quality lead

Service Level Agreement [SLA]
An agreement between a company’s sales and marketing teams that defines the expectations Sales has for Marketing and vice versa.

Secure Sockets Layer [SSL]
A security protocal that provides an uncompromised, encrypted link between a website and the server.

Terms of Service [TOS]
Rules which one must agree to abide by in order to use a service

User Interface [UI]
Every visual element a user might interact with on a technological device, including the computer itself, as well as apps and websites.

Uniform Resource Locator [URL]
An address to a resource on the internet

Unique Visitor [UV]
A person who visits a website more than once within a defined period of time.

Unique Selling Proposition [USP]
Your best asset as a business – it’s what makes you stand out amonst the rest.

View Through Conversion [VTC]
Measure the effectiveness of your ad campaign. It means that a customer saw your ad, did not click, but in a later session visited your website and converted.

Word-of-Mouth [WOM]
The passing of information from person to person.

Week-on-week, month-on-month, year-on-year [WoW,MOM,YoY]
These terms refer to the comparison of performance over the specified time period.