Your Official Data Marketing Glossary

Today’s marketing landscape is full of buzzwords and more and more get added to the web every day. To help, we’ve created the Data Marketing Glossary to guide modern marketers through the jargon. From Actionable Analytics to Walled Gardens, we’ve rounded up 26 terms every modern marketer should get familiar with.

Tech

ACTIONABLE ANALYTICS
Taking action based on data and insights that you have, hence making real and significant development based on your insights.

API
Short for Application Programming Interface, the code that makes data from one website available for use in other applications.

CONTEXTUAL MARKETING
Marketing that corresponds to its surroundings and its placement within a larger form of content.

COOKIE MATCHING
Synchronization process between
two ‘cookie’ marketing tools used to recognize the same user on different tools.

DARK SOCIAL
Content shared on channels that is not trackable through traditional analytics.

FINGERPRINTING
An algorithm that aims to recognize a unique device by analyzing a number of related technical data (device model, OS, browser plugins, resolution, …). These algorithms particularly designed to avoid data loss.

OMNI CHANNEL
An approach to sales and marketing which works to provide a seamless user experience to customers via multiple media channels.

GEOTAGGING
Adding geographical identification to various media, such as images, videos, websites, text messages…etc.

Governance & Techniques

CMT – Chief Marketing Technologist
This role supports the management of a company that is increasingly dependent on marketing technology. CMT can synthesize marketing challenges and opportunities, along with technology constraints to build the most appropriate path for technology and marketing.

CAO – Chief Analytics Officer
A cross-functional role that facilitates and encourages theuse of data in an enterprise. CDO manages the sources of data, standardization of interfaces, governance, and awareness.

CDO – Chief Digital Officer
A cross-functional role that grows the digital transformation of an enterprise. The CDO wears many hats: from evangelist to facilitator, the CDO is responsible for an overall digital strategy and responsible for high-level reporting.

GROWTH HACKING
Most commonly used by startups and small businesses with small budgets. Refers to getting creative with free marketing tools, SEO, and content marketing.

CAPPING
Technique of limiting the number of views of a single advertising message to the same user. It aims to optimize the ROI of advertising campaigns.

RE-TARGETING
Displaying targeted advertising to a consumer who expressed interest in the brand.

Data

ALGORITHM
Limited sequence of operations used to solve a given problem. Can be translated into a programming language that can be executed by a computer.

CLUSTERING
Ability to identify and isolate data
in groups with common properties. Algorithms can be used to identify such groups based on a segmentation criteria.

CRM
Content Relationship Management Used to describe software and appearing in job titles, CRM is a method companies use to manage their relationships with customers.

DATA DISPLAY
Approach and tools that facilitate a visual understanding of data. The aim is to craft, often complex information, into accessible and synthetic information.

REAL TIME ANALYTICS
When analytics can be accessed in real time. Used to execute programmatic marketing campaigns.

LOOK-ALIKE
A “look-alike” model is used to build larger audiences from smaller segments to create reach for advertisers, reflecting benchmark characteristics of the original audience.

OPEN SOURCE DATA
Data or data source code that can be freely used, re-used, or redistributed by anyone. Typically developed as a public collaboration or in pursuit of innovation or public good.

WALLED GARDEN
A browsing environment that controls the information and web sites the user is able to access. In digital advertising, the term refers to large ecosystems where data access is limited or restricted to internal use.

 

Programmatic

PROGRAMMATIC BUYING
Describes online display advertising that is aggregated, booked, flighted, analyzed and optimized via demand side software interfaces and algorithms.

AD EXCHANGE
Marketplace linking supply (SSP) and demand (DSP) within the programmatic media buying.

DEAL ID
Or deal identified, is the unique number of an automated ad buy. It’s inserted in bid requests is used to match buyers and sellers individually, based on a variety of criteria negotiated beforehand.

TRADING DESK VERTICAL
A Trading desk developed by an advertiser or media site that is able to purchase ad inventory on behalf of its clients whilst enjoying its 1st party data privileges.

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