The average number of times a person is exposed to an advertisement or marketing message during a defined period. A planning metric that helps balance memorability with the risk of
A limit placed on how often the same person can be shown an advertisement within a defined period. A control used to reduce overexposure and improve media efficiency.
A model that describes the steps people take from first contact with a brand to completing a desired action. A way to identify where prospects progress, hesitate, or leave the
A coordinated marketing approach used to build awareness, interest, and demand for a company’s products or services. A broad strategy that creates market interest before and alongside direct lead capture.
A research-based profile that represents an important type of customer, including goals, motivations, behaviors, and challenges. A planning tool for creating more relevant messaging, content, and experiences.
The percentage of users who complete a defined goal out of the total number of eligible visitors or interactions. A core measure of how effectively a marketing experience produces the
Marketing that communicates directly with a specific audience through channels such as email, mail, text, or targeted advertising. A channel-focused approach designed to generate a trackable response.
The process a potential customer moves through from recognizing a need to evaluating options and making a decision. A framework for matching marketing content to what a person needs at
The systematic process of improving a website, landing page, or user flow to increase the percentage of visitors who convert. A discipline that combines research, testing, usability, copy, and design
