Single Sign-On (SSO)

Definition

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.

Example Usage

We implemented SSO across our ecosystem to improve user experience and secretly track their cross-platform behavior.

Origin

From IT security and identity management in the 1990s

Fun Fact

SSO implementations sometimes improve conversion by 20%+ just by eliminating login friction.

Source: User Experience and Analytics

Related Terms

Advanced

programmatic buying

Using automated technology and algorithms to purchase digital ad inventory in real-time, replacing human media buyers with machines that work faster and complain less. It's the robot apocalypse, but for ad placement.

📣 Marketing / Advertising

Intermediate

geofencing

Using GPS or RFID to create virtual geographic boundaries that trigger targeted marketing when someone enters the area. It's like having an invisible fence that alerts you to send ads to anyone who walks past your competitor's store.

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Beginner

SKU

Stock Keeping Unit - a unique identifier for a product variant, crucial for inventory and sales tracking. It's the number that makes you realize you have 247 'different' versions of the same thing.

📣 Marketing / Advertising

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lookalike modeling

An algorithmic process that identifies new prospects who share characteristics with your existing customers, based on the bold assumption that people who look similar on paper will buy similar things. Statistical stereotyping, but make it marketing.

📣 Marketing / Advertising

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Sales Qualified Lead (SQL)

A prospect that sales has deemed worthy of their time, achieved through either genuine purchasing intent or sheer luck.

📣 Marketing / Advertising

Advanced

message architecture

The hierarchical framework organizing your marketing messages from core positioning down to tactical proof points. It's the blueprint ensuring everyone isn't just making up shit as they go along.

📣 Marketing / Advertising

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