Glossary Terms

Data providing information about other data.

Critical touchpointAny interaction between a buyer and seller. within the broader consumer journey

Brief statement outlining what a company wants to accomplish.

Promotional activity designed for delivery to mobile devices.

Process of ensuring that visitors accessing a website from mobile devices have an optimized experience.

Process by which you turn your business activities into revenue streams.

Interacting with customers using a combination of indirect and direct communication channels.

Testing multiple variations of different elements to determine the best combination.

Classification method based on Bayes’ theorem.

Ads that match the appearance and function of the media format they appear in.