Where every click is a journey and every impression counts.
A system allowing users to authenticate across multiple platforms with one login, convenient for users and a gold mine for marketers tracking behavior. It's basically opt-in surveillance that people appreciate.
A clear instruction telling people what to do next ('Sign Up Now,' 'Buy Today,' 'Learn More'). The moment you stop hinting and start commanding.
A simple metric asking customers how likely they are to recommend your company (0-10 scale). Scores above 50 are excellent, scores below 0 mean you've failed.
Advertising in search engine results, where ads appear above or alongside organic listings. The art of paying to interrupt someone's research for your benefit.
Revenue generated divided by advertising costs. Every dollar spent on ads should return multiple dollars in revenue, or you're funding other people's businesses.
A lead that matches your ideal customer profile and has engaged with your marketing. It's not a customer yet, but they're not random either.
Statistical characteristics of a population (age, gender, income, location, education) used to define and target audience segments. The lazy marketer's first attempt at precision.
The art of convincing plants to grow in your yard instead of wildly reproducing elsewhere. Marketed as relaxing, but it's really just controlled warfare against weeds, insects, and your own poor planning.
Ads that automatically customize content based on the viewer's interests, behavior, or demographics. The algorithm does the personalization work for you.
The amount of money an advertiser pays for each click on their ad—the bill arrives one disappointment at a time.
Automatic auction for ad impressions in milliseconds, where advertisers compete and the highest bidder's ad shows. It's the stock market, but faster and for eyeballs.
The total revenue a customer generates over their entire relationship with a company, minus acquisition costs. The metric that separates sustainable businesses from the ones burning VC money hoping something sticks.
Visitors who find your website through unpaid search results or social media—the validation your marketing team desperately needs without having to spend more money.
Using data science to predict which users are most likely to take a desired action—basically treating humans like a statistical model and hoping they cooperate.
Connecting online and offline user data using logged-in identifiers rather than probabilistic guessing—basically asking people who they are instead of playing statistical poker.
Tweaking every element of a landing page to make it convert better—basically the obsessive pursuit of removing any reason someone might leave.
Google's system for handling analytics and advertising when users don't consent to tracking. It measures conversions without personally identifying people.
Automated buying of premium inventory directly from publishers, skipping auction-based exchanges—like programmatic advertising but somehow both more efficient and more complicated.
Separating the presentation layer from the backend commerce system—basically, selling from anywhere without being tied to one storefront.
Video ads that viewers can close after 5 seconds—the democratic approach to advertising that lets people opt out if they hate you.
A series of emails or content designed to move prospects through the sales funnel by providing relevant information at each stage. It's patience, automated.
When different departments (sales, marketing, product) don't share information or work together—essentially organizational dysfunction with a trendy name.
An exclusive auction where publishers offer premium inventory to select advertisers at negotiated prices—the velvet rope version of ad exchanges.
A business model where you offer a free version to get people hooked, then charge them for features they suddenly realize they need.