The portion of a webpage visible before a user scrolls. A high-priority area for communicating value, orientation, and the next action. See also: Hero Section, Call to Action, User Experience
The practice of comparing two versions of a marketing asset to determine which one performs better with a defined audience. A practical way to improve decisions using real audience behavior
A business-to-business strategy that treats selected high-value accounts as individual markets and coordinates personalized outreach to them. A focused approach for aligning marketing and sales around the companies most likely
The process of gaining a new customer, subscriber, user, or lead through marketing and sales activity. A broad term for the work required to turn an unfamiliar audience into new
A single instance in which an advertisement is displayed on a screen, whether or not the viewer notices or clicks it. A basic measure of ad delivery, not necessarily attention
The practice of showing advertisements to people who previously visited a website or interacted with a brand. A way to reconnect with interested audiences who did not convert during an
A performance-based arrangement in which partners earn compensation for driving tracked traffic, leads, or sales to a business. A channel that extends a brand’s reach through publishers, creators, and referral
The collection, measurement, and interpretation of data used to understand marketing performance and audience behavior. The foundation for making informed decisions and identifying opportunities for improvement. See also: KPI, Attribution,
The process of assigning credit to the marketing interactions that contributed to a conversion or sale. A method for understanding which channels and touchpoints influence business results. See also: Attribution
A rule or framework used to distribute conversion credit across the touchpoints in a customer’s journey. Different models can produce very different views of which marketing efforts appear most valuable.
