Term Glossary All the key terms you need to know. A/B Testing A/B testing compares versions of experiences to determine which performs better. Assisted Revenue Assisted revenue represents sales influenced indirectly by marketing efforts. Automation Automation refers to using technology to execute repetitive marketing tasks without manual input. Average Order Value (AOV) The average amount spent per order in a given period. Behavioral Targeting Behavioral targeting uses user actions to deliver personalized messages or recommendations. Blank Search A search submitted with an empty input, often reflecting browsing behavior rather than intent. By Platform By platform reports segment performance metrics by channel. Cart Abandonment Rate The percentage of users who add items to their cart but do not complete the purchase. Churn Rate The percentage of customers who stop engaging or purchasing over a period. Cohort Analysis Cohort analysis examines the behavior of user groups over time. Common Revenue Common revenue refers to sales attributed to standard marketing channels without personalization assistance. Content-Based Recommendation Suggesting items similar to those the user has shown interest in based on product attributes. Conversion Rate Conversion rate is the percentage of users who complete a desired action. Cookieless Tracking Cookieless tracking monitors user behavior without third-party cookies. Cross-Channel Messaging Coordinating messages across channels to ensure a consistent customer experience. Cross-Sell Cross-selling involves recommending complementary or related products to increase order value. Click Through Rate (CTR ) CTR measures the percentage of users who click after viewing content. Customer Data Platform (CDP) A Customer Data Platform (CDP) collects, unifies, and activates customer data from multiple sources to create a single customer view. Customer Engagement Platform A customer engagement platform enables brands to communicate with customers across all channels in a consistent, personalized, and interaction-driven way. Customer Journey The customer journey is the complete path a user takes from the first interaction with a brand to becoming a loyal customer. It includes awareness, consideration, purchase, retention, and advocacy stages. Customer Lifetime Value (CLV) CLV measures total expected revenue from a customer. Customer Relationship Management (CRM) CRM refers to the strategies, processes, and tools brands use to manage interactions with customers throughout their lifecycle. Data Unification Data unification consolidates customer information into a single dataset. Dynamic Content Content that changes based on user behavior or profile information. Dynamic Funnel A personalized on-site flow that adapts based on user behavior — such as showing urgency banners, exit-intent overlays, or targeted recommendations. Email Marketing A communication channel where brands send targeted emails to nurture relationships, promote offers, or trigger automated messages based on user behavior. Email Automation Email automation sends personalized messages triggered by user actions. Event An event is any tracked user action. First-Party Data Data collected directly from users through their interactions with a brand. Email Automation Email automation sends personalized messages triggered by user actions. Full Search A complete search results page that shows filters, sorting options, and full product listings. Gamification Using game elements in campaigns or interfaces to increase engagement. Impression An impression is recorded each time content is displayed. Instant Search A search experience where results appear in real time as the user types, improving speed and relevance. Journey Orchestration Journey orchestration is the practice of designing and managing end-to-end customer experiences. Loyalty Program A program designed to reward repeat customers and increase retention. Marketing Automation Marketing automation refers to the processes and technologies that trigger emails, SMS, push notifications, WhatsApp messages, and on-site/app interactions based on customer behavior, segments, and predefined rules. Multichannel Campaigns Multi-channel campaigns deliver coordinated messages across channels. Omnichannel Omnichannel refers to creating a seamless and consistent customer experience across all touchpoints—web, app, email, SMS, push, WhatsApp, in-store, and more. On-Site Marketing Marketing actions displayed directly on the website or app — such as banners, overlays, product recommendations, and dynamic funnels. Personalization Personalization is the process of tailoring digital experiences to each user based on their preferences, behavior, and real-time interactions. Predictive Analytics Predictive analytics uses historical data to forecast customer behavior. Price Margin Price margin is the difference between selling price and product cost. Product Discovery Helping users find relevant products through search, recommendations, or personalization. Product Recommendation A suggestion of a product to a user based on behavior or preferences. Push Notification An instant message sent to a user via a mobile app or web platform. Real-Time Personalization Real-time personalization adapts content instantly based on user interactions. Recommendation Engine A recommendation engine suggests relevant products or content to users based on behavioral and contextual data. Retargeting Retargeting delivers personalized messages to users who previously interacted with a brand. RFM Analysis RFM Analysis segments customers based on recency, frequency, and monetary value. Sales Rate Sales rate measures how quickly products sell over a period. Search A user action to find products, categories, or content using keywords, filters, or instant suggestions. Search Suggestion Auto-completed recommendations that guide the user toward relevant keywords, categories, or products. Segmentation Segmentation is the process of dividing customers into groups based on shared behaviors, demographics, or purchase history. Transaction A transaction is a completed purchase event. Trigger-Based Campaign A campaign automatically triggered by user behavior or events. Unique Impression Unique impression counts a user’s first view only. Upsell Upselling encourages customers to purchase a higher-value or premium version of a product. User Journey Mapping Visualizing and analyzing all touchpoints a user experiences with a brand. Widget A widget is a modular UI component on websites or apps.
