[ Reference ]

Marketing Glossary

Understand key concepts in AI-powered marketing, personalization, and customer engagement.

A

A/A Testing

A tactic of evaluating two identical versions against each other to check that the experiment is statistically fair. An

A/B Testing

A/B tests allow brands to randomly divide an audience into two groups and deliver one version of a message to one group

Abandoned Cart

“Abandoned cart” is a scenario in which a customer initiates a sale but doesn’t complete the transaction, leaving one or

Abandoned Cart Recovery

An e-commerce sales acquisition strategy where companies use marketing automation, UX design, Dynamic Motivation, and ot

Adaptive Algorithm

A method used to deploy campaigns using machine learning algorithms to dynamically allocate traffic to Variants that are

AI Generated Advertising

Marketing assets such as text, audio, video, images, etc. created with Generative AI for the purpose of marketing a prod

AI Generated Content

Images, text, audio, video, or other creative elements developed using Generative AI.

AI Generated Language

Text created using Generative AI. Generative AI leverages natural language processing models to produce text or images b

Artificial Intelligence (AI)

In the most basic terms, AI is a field that brings together computer science and large datasets, to enable problem-solvi

C

Campaign Narrative

What a campaign is about. For example, a campaign narrative may focus on a “Best Sellers” campaign, or an “Apply for a L

Cart Abandonment Rate

The frequency in which customers add items to the online shopping cart, but do not complete their purchase. This can be

Chatbot Marketing

Chatbot marketing is a conversational marketing technique that employs automated, two-way, one-on-one interactions with

Consumer Motivation

The campaign, messaging, situation, product features, etc. that inspire consumers to engage, take action and/or make a p

Contextual Adaptive Algorithm

AI algorithms that ingest contextual attributes and enable ‘set and forget’ optimization for channel-specific personaliz

Conversion

A predetermined, desired action (e.g., subscribes, purchases) Depending on the campaign, conversions could mean purchase

Conversion Rate

A conversion rate is a measurement that indicates the percentage of visitors to a site or page who complete a desired ac

Conversion Rate Optimization (CRO)

Techniques used to increase the percentage of conversions from a website or mobile app. Generally, marketers determine a

Cookie Apocalypse

Increased consumer awareness and concern about the volume of personal data that web companies collect and use has result

Customer Data Platform (CDP Integrations)

Automate the process of acquiring user-level data across channels, which lends itself to generating personalized content

E

Experimental Design

A field of statistics that deals with how to efficiently plan an experiment to obtain as much useful information as poss

F

First Party Data

First party data is the information companies collect directly from their customers and own outright without intermediar

First-Party Data Marketing

When marketers create campaigns using information the company collects directly from its customers and owns outright.

G

Generative AI

A type of Artificial Intelligence that is able to produce true to life content at scale including text, images, video, a

I

Incremental Revenue

The additional revenue generated due to Persado’s optimized messages, calculated as: (Persado revenue per impression – c

K

Knowledge Base

Represents a centralized repository of information. Knowledge bases can serve external or internal functions. An externa

L

Loyalty Program

A marketing strategy designed to reward customers for their continuous support of a brand using discounts, rewards, gami

M

Machine Learning (ML)

A set of algorithms that are used by a computer to automatically identify relationships in large sets of data, learn fro

Marketing Conversion

A marketing conversion represents the ultimate goal of a campaign. These are actions that customers take in response to

Marketing Segmentation

Marketing segmentation has long been a cornerstone of successful marketing strategies. It involves dividing the audience

Marketing/Advertising campaign

A series of marketing content that share a specific theme or marketing objective. Examples include Black Friday or launc

Multivariate Testing

Multivariate testing follows the same process as A/B testing, but is designed to compare a higher number of variables. I

N

Natural Language Processing

Algorithms that help a machine process language or text that is written or spoken by humans.

O

Open-Time Email (OTE)

Enables marketing teams to deploy multiple email body variants through the use of a single embed code and serves persona

Orthogonality

An experimental design principle which states that no one factor being tested can be correlated with any other factor be

P

Personalization

Tailoring a service, product or communications to accommodate specific individuals. Using targeted language and personal

Personalized Content

When brands use Generative AI to create Variants that are predicted to resonate with each individual based on who they a

R

Response Data

The relevant campaign metrics you’d like to track, such as impressions, opens, clicks, and conversions.

S

Segment

A particular audience group marketers send tailored messages based on certain parameters (e.g., age, gender, geography)

Segmentation

The act of defining different audiences based on the attributes (geography, behavior, etc.) marketers use to group those

Statistical Significance

Measures the degree of certainty you can have that an observed difference between two test groups is NOT caused by rando

T

Third Party Data

Third party data refers to information about a person that has been collected and distributed by external data providers

Third-Party Data Marketing

When marketers create campaigns using data that is not directly collected by a company to personalize marketing campaign

Touchpoint

The discrete parts of a message we are testing, such as the headline, sub-headline, CTA, etc.

U

Unique Views

For each marketing metric (opens, clicks, views of a web page, etc.), a unique metric counts only the first time an indi

W

Website cookies

Small text files made up of data that websites store on browsers. Websites use the data captured by cookies, which inclu

Z

Zero Party Data

Zero party data is information that customers explicitly and voluntarily provide directly to companies. Like first party

Zero-Party Data Marketing

When marketers create campaigns using information that customers intentionally and proactively share with a brand. Examp

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