DMA: Data and Marketing Association
Consumer Help

Marketing Terms & Definitions

Complexity and speed of change is challenging enough for Marketers. Marketing professionals don’t need to struggle finding the most current terminology and its meaning. DMA’s marketing glossary puts the latest and most accurate terms and definitions at the fingertips of practitioners so that they can spend more time executing their next omnichannel campaign. This marketing glossary includes terms and definitions across the latest marketing channels like display, email, social media, teleservices, direct mail, mobile, etc.

DMA knows it is easy to be up to speed on the most popular channels, but what about the “next big thing”? The DMA marketing glossary also includes terms that are evolving as fast as marketing itself. Marketers will also find the newest terms born from innovative technology arising in the marketplace. Marketers will want to come regularly to keep abreast of terms originating from virtual reality, artificial intelligence, internet of things, augmented reality, drones, etc. Bookmark this glossary and check back often as this glossary is being updated constantly to assist you in keeping up with the ever-evolving language within the marketing industry.

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1:1 Marketing

As the scale of marketing efforts grow, and the granular targeting capabilities of online channels evolve, it’s become clear that marketing both needs to become—and can become a lot more custom.

What is 1:1 marketing? 1:1 marketing is about delivering experiences that have been customized to cater to the likely preferences of customer, rather than broad segments.

Source: LiveRamp

1st Party Data

This is the good stuff, the richest source of insight into your ideal customer—data that’s collected, owned, and managed by your organization. It’s the data collected by you, from your audience and customers, and stored in your systems.

So, technically, it should be the easiest to learn from and activate, but without something to connect your siloed systems (like your marketing platforms, CRMs, POS systems, ERPs, contact center databases, etc.), it’s not so easy to tap into.

Source: LiveRamp

24x7 Staffing Option

High call volume after hours needing call center agent coverage 24 hours of the day, 7 days a week

2nd Party Data

This is data that consumers provide to another company that—with the consumer’s notification and consent—you may access through a partnership agreement. Put another way, it’s someone else’s first-party data.

For instance, you could broker a deal with an airline to share loyalty card data to improve your targeting.

Source: LiveRamp

3rd Party Data

This is data that was collected on other sites, platforms or offline, by…you guessed it—a third party. Third-party data is used extensively by companies to better understand their audiences and to better target prospective customers.

It’s great for demographic, contextual, and behavioral targeting. Like if you needed to reach an audience of 24- to 36-year-old males who love wine but not cheese.

Source: LiveRamp

360 Degree Customer View

A customer-centric approach to capturing, collected and utilizing data from "every angle" about the customer to help in marketing and audience management


A/B Split

Also known as a/b testing, this method allows you to compare two versions of something, be it an app, webpage, email, etc. For example, in an email a/b test, half of your database gets one version of an email (A) and half another version (B)

Abandon (Inbound)

A caller has called an inbound line and disconnects prior to the call's having been answered

Abandon (Outbound)

The caller disconnects before connecting with a call center agent

Abandon Rate

The abandon rate is when your customers click on your ad and then quickly exit out of your site

Absolute Minimum Test Size

AMTS = 4 / Break Even


A Data Quality measure - in the context of the means, mode, and ease of access relating to a particular use of the data


Allowing the individual consumer the ability to access their PII and allow the individual to change it — except where the burden or expense of providing access would be disproportionate to the privacy risks of the individual, or where the rights of persons other than the individual would be violated


A Data Quality measure - relates to the correctness recording of facts

Ad Serving

Governs online ad inventory and deployment, managing the delivery of the right creative to the right audience

Ad Exchange

Online auction marketplace that facilitates the buying and selling of inventory across multiple ad networks and demand side platforms (DSPs)

Ad Network

An online advertising service provider that helps marketers run display advertising campaigns across various sources of online inventory, including direct publishers and ad exchange

Ad Server

Ad servers store ads, serve them to publishers and their website visitors, count the clicks and generate reports.

There are ad servers for publishers as well as advertisers, though the technology is roughly the same. The reason they have different ad servers is to gain greater control over inventory and reports.

Source: LiveRamp

Ad Suppression

This is when you exclude a list of people from receiving a certain ad or campaign.

For instance, if your online and offline data was connected, you could make sure your current customers don’t get exposed to your first-time buyer promotions. So if you’re offering a three-month free trial to prospects, you can ensure current customers aren’t exposed to the ad.

Source: LiveRamp

Add-on Items

Products sold at lower cost, as an incentive for customers to increase their average order size to at least $25

Addressable Advertising

Personalized information to specific targets to offer products/services

Addressable TV

Addressable TV advertising technologies enable advertisers to selectively segment TV audiences and serve different ads or ad pods (groups of ads) within a common program or navigation screen. Segmentation can occur at geographic, demographic, behavioral and (in some cases) self-selected individual household levels, through cable, satellite and Internet Protocol television (IPTV) delivery systems and set-top boxes (STBs)


To interact with a customer on a specific marketing channel you need a way to reach them—you need an address. In the offline world, this is simple—to send an email, you use an email address. To send direct mail, you use a postal address. In the online world, addresses are anonymous, tied to devices, and changing all the time. This makes it hard to reach the same customer across channels and devices with a consistent message. That’s where data onboarding fits in.

Source: LiveRamp

Agency Trading Desk

Allows agencies to buy inventory directly in real time instead of as “pre-procured” inventory


A complex mathematical approach to assessing hundreds of millions of websites for relevancy and importance

Allowable Acquisition Cost (AAC)

Amount of money you can spend to get a customer at a specific target ROI

Amount of Data (Coverage)

A Data Quality measure - describes primarily the breadth of data coverage for a given population of entities


Leverages data to drive a better understanding of customer behavior and supports segmentation of those customer audiences into actionable populations for targeted messaging

Anonymized Data

Data where personally identifiable information has been removed for data privacy purposes


An ‘Application Programming Interface’ is a sort of window into other platforms or applications.
It’s the set of predefined commands, functions, and protocols that programmers use to interact with (and build on) another system. The data-driven marketing world couldn’t work without them.

Source: LiveRamp

Attitudinal Data

Data on the level of importance a customer assigns a company's product or service. Can be collected via: Surveys; Contact Centers; Social


Assesses and assigns a value to an individual action (or “event”) that relates to a desired outcome; commonly associated with the measurement and optimization of a given media mix

Attribution Model

In advertising, an attribution model allows marketers to look at the team of ads that contribute to a sale or conversion over an extended period of time. So instead of the traditional method of crediting a sale or conversion to the last ad clicked or viewed, an attribution model will attribute credit to each ad or “touch point” within the sales funnel.

Attribution Modeling

A way to assign value to each channel (step) that played a role in influencing the consumer to make a purchase.

Learn more about connecting online and offline channels in LiveRamp's free ebook

Audience-based Advertising

Reaching a large audience through a channel based upon a defined set of common characteristics

Audience Management

The process of identifying and assembling customer/prospect data, building unique profiles, identifying high value customer/prospects, developing targeted communications, and delivering unique and relevant experiences that result in action


The use of streaming audio as an online delivery tool

Average Revenue per User (ARPU)

Determine ARPU by the cost of the app, plus in-app purchases and conversions



Indoor mapping technology to track the in-store or at-event behavioral data through mobile devices; Technology used to discover if a device is in close proximity and enabled

Behavioral Targeting

A technique used by online publishers and advertisers to increase the effectiveness of their campaigns through information collected on an individual’s Web-browsing behavior, such as the pages they have visited or the searches they have made, to select which advertisements to display to that individual.

Believability and Reputation

A Data Quality measure - in addition to accuracy, believability and reputation are used in assessing data quality. Represents data users' perception of the data, not only based on experience, but also a variety of other subjective factors

Big Data

Term applied to data sets whose size is beyond the ability of commonly used software tools to capture, manage, and process the data within a tolerable elapsed time

Blended Staffing Option

Call center agents are blended between inbound and outbound calls

Bounce Rate

Percentage of visitors who get to your website and leave immediately without taking another action

Break Even (BE) Response Rate

A mathematical calculation derived from the cost per piece (CPP) mailed and the net revenue (NR) from a successful sale (BE = CPP/NP)

Brinker's Map

Infographic developed by Scott Brinker which displays nearly every company involved in almost every aspect of marketing technology

Buy One, Get One (BOGO)

An offer used effectively to boost a marketers sales and volume, by giving away the second product for free



A line of text or image that prompts visitors, users, leads, prospects, or customers to take action

Campaign Management

Enables marketers to plan, schedule and deploy marketing messages, typically across multiple channels and/or customer segments


Chi-Square Automatic Interactive Detection. A technique often used to help create segments or clusters. It finds variables that are best at differentiating one group from another (such as responders / non-responders). After the first variable is found, then successive segmentation of performed on remaining variables. Often called a "tree analysis"


Method by which company interacts with the customer (e.g., Digital, Face-to-face)

Click Through Rate (CTR)

The ratio of the number of times a user clicks on an online advertisement per number of viewers who view the website that has the advertisement on it;
Expresses as percent of clicks to impressions:
CTR (Click Through Rate) = (X/Y) x 100

Closed Loop Analysis

Old-school digital campaign optimization was based on clicks and impressions. Now it’s possible to measure the impact of digital marketing on what really matters—sales.

The key is anonymization. When purchase data is anonymized, it can be linked with campaign exposure data (info on which devices were exposed to an ad or website).

Now you have an end-to-end picture of your campaign you can use to measure sales lift.

Source: LiveRamp


A technique (usually statistical) which groups together customers that share similar characteristics and differentiates them from other customers with a different set of shared characteristics

Collaborative Filtering

A method of predicting users' interests by collecting preferences and taste information. Used to determine each customer’s next most likely product


A Data Quality measure - describes primarily the depth of data coverage for a given entity

Concise Representation

A Data Quality measure - describes the balance between having an understanding of coding of data while optimizing storage and processing considerations

Consistent Representation

A Data Quality measure - not only within the same data product, but also between related products, consistency of information for data instances across different data sets is vital to a product's usability

Content-Based Advertising

Content based approaches reach audiences through the topical matter of the messaging. It is produced for and distributed through paid distribution channels

Contact Strategy

Refers to the effort taken to better interact with customers once the company has undertaken a journey mapping effort. Usually a segmentation has been completed using the customer data, so that the company can be strategic in how it targets its communications efforts going forward. Read here for more on contact strategy planning.

Source: SuiteCX . Learn more with SuiteCX in DMA's Journey Mapping course.

Content Management

The administration of content throughout its lifecycle (from creation to modification, publication and deletion)

Contextual Advertising

Contextual advertising is a form of targeted advertising for advertisements appearing on websites or other media, such as content displayed in mobile browsers. The advertisements themselves are selected and served by automated systems based on the identity of the user and the content displayed.

Continuity Offer

Products are sent on a scheduled basis, and the customer is billed automatically for his/her purchase, until membership/subscription is cancelled

Conversion Rate

An equation that online advertisers and marketers use to compare the total number of visitors to a website to the number that become paying customers, subscribers or users


Visitors who took a desired action (Purchases, downloaded, etc)


Small files placed on consumers' computers in order to uniquely identify the user in an anonymous way. This allows technology platforms to learn about consumers interaction with ads and content.

Cost Per Media Property

Cost per Media Property = CPM x Test Quantity (in thousands)


Cost per thousand people reached = Responses / Quantity / 1,000

Creepy Factor

Consumers have negative attitudes toward personalized ads when the message isn't well targeted to them

CRM/Customer Database Management

Organizes customer records such that audiences can be segmented and stored for various analytics and targeted marketing purposes

Cross Referencing

Cross referencing or matching identifies data duplications by discovering intelligent links among customer records to merge duplicate records.

Cross-Channel/Multichannel/Omnichannel Marketing

This is where you reach the same customer on different marketing channels with a single campaign. Joe sees a display ad on Facebook advertising a new pair of shoes from a brand he likes. The next day, he sees a video ad on Yahoo for free shipping on that same pair of shoes. The week after that, he receives an email with a 10% off coupon for those shoes, and chooses to buy them at the mall the following weekend.

Multichannel marketing is usually used to describe the strategy of using many different channels, but the individual channels still behave independently of one another. So Joe and Maria see the exact same offer on Facebook, the website and in their email. They can then choose to buy that product via an e-commerce site or in-store.

And then there’s omnichannel marketing. This is used to describe an approach where you try to create one seamless experience across all your marketing and sales channels. Joe has a consistent experience across Facebook, Yahoo, the website and the store and can interact with any channel from the other (using their smartphone while in your branch to print out an offer coupon, for example).

Source: LiveRamp

Cross-Device Marketing

This is where you reach the same customer across different desktop browsers, smartphones, tablets, and other internet connected devices. Joe saw a display ad on Facebook on his smartphone and then a video ad on Yahoo on his laptop. The ads could be part of a cross-channel campaign or multichannel strategy.

Source: LiveRamp

Cumulative Cost per Lead

Cumulative CPL = Cumulative Cost ÷ Cumulative Response

Current State

How the customer is currently interacting with the company; What they experience now versus what might change if the company makes improvements

Customer Acquisition Cost (CAC)

How much it costs to acquire a customer

Customer Data Integration (CDI)

The processes whereby identification information (often PII) is used to link records together that are highly likely to belong to the same customer but come from different sources

Customer Effort Score (CES)

This metric attempts to quantify the customer’s perspective on ease of doing business. The assumption is that the easier it is to do business with a company, the more likely customers will refer others and will be less likely to churn. The usual scoring is based on a 5-point scale, from 'strongly disagree' to 'strongly agree'.

Customer Experience (CX)

Customer experience (CX) is the product of an interaction between an organization and a customer over the duration of their relationship. This interaction includes a customer's attraction, awareness, discovery, cultivation, advocacy, and purchase and/or use of a service.

Customer Experience Score

The focus is on the key outcomes customers are looking for, ease of interaction, meeting customer needs, and enjoyability . It’s an overall assessment of meeting the customer’s expectations across their lifecycle. Customer experience scores may also be a combination of Customer Effort, Customer Satisfaction, and Net Promoter score.

Customer ID Code

When any marketing system interacts with a customer or a prospect, they give that customer a unique ID code.

The trouble is, when different systems give different codes, you end up with multiple codes for the same customer. That’s why your targeting software doesn’t know it’s dealing with the same Joe as your personalization software.

Source: LiveRamp

Customer Insight

An understanding about your customers, which if acted upon, has the potential to change their behavior for mutual benefit

Customer Interactions / Transactions

Refer to the way in which a customer interacts with the company’s touch-points, for example opening an email, sharing a link, attending an event, or complaining on social media.

Source: SuiteCX . Learn more with SuiteCX in DMA's Journey Mapping course.

Customer Journey Map (CJM)

A customer journey map is a diagram that illustrates the steps your customer(s) go through in engaging with your company. It includes every step from awareness, consideration, and product purchase to usage, service, and churn.

Customer Journey Mapping

Customer Journey Mapping is a visual representation how the organization is or isn’t aligned to customer needs, created in order to assess:

  • Inbound interactions that are customer driven
  • Outbound interactions that are company driven
  • Interactive and face-to-face interactions
  • How different interactions tie together
  • Customer needs, emotions, perceptions
  • The customers’ expectations of their experience with the company
  • Areas where the company may be failing to meet customer expectations

Source: SuiteCX . Learn more with SuiteCX in DMA's Journey Mapping course.

Customer Retention Rate

Number of current period customers / number of first period customers = customer retention rate

Customer Satisfaction (CSAT)

The customer satisfaction score, or (CSAT) as it's often called, intends to measure a customer's satisfaction with the service received. In its simplest form, CSAT is expressed as a percentage between 0 and 100, with 100% representing complete customer satisfaction.

Customer Segmentation

Customer segmentation is the practice of dividing a customer base into groups of individuals that are similar in specific ways relevant to marketing, such as age, gender, interests, spending habits, life stage, education, online habits, etc.



A collection of facts– such as values or measurements

Data Activation

Data activation is the concept of unlocking the value in data through development of insights and then turning those insights into action

Data Blending

The process used by data analysts to combine data from multiple sources to reveal deeper intelligence that drives better decision making

Data Cleansing/Standardization

Conflicting pieces of information often exist across multiple sources for the same customer or prospect. Each data type must also have the same kind of content and format

Data Enhancement

Additional insight into contact details, demographics, lifestyle interests, and firmographics

Data Exchanges

Online auction marketplace where advertisers acquire third party data that helps them better reach their target audiences with display

Data Flow

The path taken by data within a device, network, or organization as it moves from its source to a data repository or to a data user

Data Governance

Protecting and enhancing your brand and business value by fostering a data savvy and risk-aware culture that affords informed decision making; Enhancing your operational efficiency by understanding data use, access and controls affording intelligent use of IT and data management structures

Data Identification

Identify all sources of data, fields of interest, format standards, and definitions

Data Integration

Annoyingly, your data lives in a bunch of disconnected systems. Data integration is the process of combining data sets that live in different applications so you have a unified view of your customer.

There’s a lot to think about. In addition to field-naming conventions (think “F.Name” in Data Set 1 vs “First Name” in Data Set 2) or alias values (CA vs California), you also need some way to recognize that Janet Smith (maiden name) and Jane Johnson (married name) are actually the same person.

The picture gets even more complicated when you want to start matching offline records to online data, like the digital ads that Jane was exposed to. To put these data sets together, you need a privacy safe approach to recognition and data connectivity that anonymizes your records before matching and linking your data.

Source: LiveRamp

Data Inventory

Every source of data and element of information that makes up the data (base)

Data Management

Capturing, organizing and integrating all possible sources of customer interaction data

Data Management Platform (DMP)

Aggregates, integrates and prepares disparate data—including first-, second and third-party data from various channels and environments—for deployment

Data Matching

This is the act of connecting entities (say, your customers) in one data set to their corresponding ID codes in another data set.
For instance, you could match cookie data from your website to CRM data about your customers and make sure Joe Customer gets treated like Joe Customer deserves, whenever he’s on your site. To comply with privacy regulations and best practices, offline data needs to be anonymized before it can be matched to online devices or digital IDs.

Source: LiveRamp

Data Onboarding

Connects traditional, structured customer datasets to their digital counterparts—primarily by matching anonymized customer records to online devices and distributing audience segments to multiple destinations

Data Privacy Management

Implementing processes, roles, controls - all of which treat information as an asset that needs protection

Data Quality

The degree of fitness for use as measured by a number of user criteria

Data Security

Taking reasonable steps to protect your data and information from loss, misuse and unauthorized access, disclosure, alteration, and destruction

Data Stewardship

The intentional collaboration of all the data stakeholders to ensure accurate, safe, and responsible use of the data and to ensure the long term sustainability of both compliance behavior and business strategy in a sea of changing technology, laws, and regulations.

Data Survivorship

Consolidation of cross referenced data and elimination of redundant information establishes a single version of the truth, or a 360-degree customer view

Data Visualization

Presents datasets in visually compelling ways, revealing trends and insights that might be difficult to discern otherwise

Data Warehouse

A central repository of integrated data from one or more disparate sources. It stores current and historical data used by many departments for many reasons.

Data-Driven Marketer

An evolving species with remarkable resilience; capable of withstanding immense technological fragmentation to give customers and prospects better experiences.

Adaptable, highly intelligent, and easily distracted by shiny new channel opportunities, the data-driven marketer feeds on the fruit of the conversion tree.

Source: LiveRamp

Data-Driven Marketing

Data driven marketing, like digital marketing, is an increasingly broad and meaningless term. What was once a niche segment of marketing is now "required". Segments once divided by direct, data driven or digital now represent omnichannel marketers. There is no longer a separate segment of data-driven marketers. There are only marketers who use data. If you are not using data you will not be successful and shouldn't call yourself a marketer. Data-driven marketing refers to the marketing insights and decisions that arise from the analysis of data about or from customers. Data-driven refers to an approach that emphasizes the collection and interpretation of data in order to drive more personal and relevant value messaging for customers. The data comes in 3 typical forms; 1st party (transactional or survey data you collect on your customer), 2nd party (transactional or survey data others collect on your customer), 3rd party (Demographic or firmographic data used to enhance your view of your customer). Sources of these types of data include: tracking online social interactions, web browsing behavior, online search behavior, surveys, retail and ecommerce transactions, customer service inquiries, etc.

Want to learn more about the State of Data currently? View our most recent research done in partnership with IAB.

Database Marketing Strategy

The use of data sets of customer information for targeted promotion of a product or service. Fundamental data for a direct marketer represents the purchase and transaction information

Day Part Targeting

Day Part Targeting is a campaign targeting option which restricts the advertising to run at a specific time

Dedicated Staffing Option

Call center agents handle calls for one client only

Demand-side Platform (DSP)

An advertising technology platform which allows marketers to manage their online media campaigns, including display, video, mobile and search ads


Statistical data on a given population. Can include: Age, Gender, Family Size, Income, Occupation, Education, Religion, Race, Ethnicity

Descriptive Cluster Models

Used to group like with like, not to predict

Descriptive Modeling

To make clusters of people who are similar within the cluster, but different across clusters; A mathematical process describing real world events and the relationships between factors responsible for them

Design Thinking

Design thinking is a repeatable methodology that is used to identify and define a problem and the potential solutions that any business or profession can employ to achieve extraordinary results.

Deterministic Matching

The process of using data from a record to determine how well it matches another record from the same entity. Deterministic matching should generate the same result in a match each time used.


Refers to the effort of collecting voice of customer, employee and institution to understand the current state of the customer experience

Source: SuiteCX . Learn more with SuiteCX in DMA's Journey Mapping course.

Digital Journey

Refers to an individual’s digital experiences with a company or brand. There is always a need to integrate the digital with the off-line journey, as customers usually use multiple channels to get what they need. Digital only tells part of the story.

Source: SuiteCX . Learn more with SuiteCX in DMA's Journey Mapping course.

Direct Mail

Direct mail or Advertising mail is one of the oldest forms of marketing and has been data driven from the start. To send direct mail you already know where someone lives and hopefully their name. Insights inferred from address information and enhanced by transactional information sorted by region can inform future product and incentives. At its essence, direct mail is the delivery of marketing material and product offer to recipients at their home or place of business. While direct mail has dropped in volume and popularity, the cost often occupies a significant portion of marketing budgets. Customer choice is essential for the direct mail industry. Organizations must allow customers to opt out of receiving advertising mail. Advertising mail includes advertising circulars, coupon envelopes (Money Mailer, Valpak), catalogs, “pre-approved” credit card applications, and other commercial merchandising materials delivered to homes and businesses. It may be addressed to pre-selected individuals, or unaddressed and delivered as a “saturation” mailer to specific neighborhoods.

For more in-depth education on integrating direct mail into your marketing campaigns, view our DMA Certified Marketing Professional Course.

For the latest Direct Mail Statistics and Insights, view our Direct Mail Statistics page.

To view DMA's consumer choice program, click here.

Direct Navigation

People who type your URL, use a bookmark, or click email link w/o tracking codes

DISC Profile

Dominance - Sees the big picture, accepts challenges, blunt, to the point
Influence - Enthusiastic, optimistic, collaborative, won’t be ignored
Steadiness - Doesn’t like being rushed, calm, supportive, humility
Conscientiousness -Independent, objective, detailed, fear of being wrong

Discount Offer

A reduction from the full or standard price of a product or service is offered

Discount Rate

D = (1 + (i*rf))^n
D=discount rate, I = interest rate, rf = the risk factor, n = number of years that you have to wait

Discount Percentage

Average discount given for a total number of sales

Discriminant Analysis

A form of predictive analysis where the independent data (predictors) classify the membership of the entity into a specific group or class.

Display Advertising

A form of online advertising where an advertiser's message is shown on a destination web page, generally set off in a box at top, bottom, or to one side of the content of the page

Dwell Rate

The percentage of users exposed to a given piece of rich media
content or advertising who interact with that content moving
their cursors over it (but not clicking)

Dynamic Creative

Imagine a normal creative and then explode it into all its component pieces—the copy, the background image, the size and color of the call-to-action button.

Dynamic creative is able to cycle through different combinations of these components, optimizing the whole thing in real-time for every viewer.

So you could have a banner featuring that 24- to 34-year-old male that loves wine transform into a 55- to 65-year-old female who loves it too.

Source: LiveRamp


Email Marketing

What is Email Marketing? - Email marketing delivers communication to customers through electronic mail (email). Email marketing can be used to impact customers when properly integrated with a company database, website and social media platforms. Acquisition, Retain & Grow and Winback strategies each perform optimally when personalized using transactional and recent browsing data. Email is regulated by the Can Spam act and must provide easily located opt out options.

For greater detail on email or to join a network of your peers, please visit DMAs Email Experience Council.

To get in-depth training, view our Email Marketing Education courses.

To view recent email marketing statistics and trends, view our Email Marketing statistics page.


Refers to the way the customer feels about their interactions with a company or brand. Emotions can affect any interaction and may change from the beginning of an interaction to the end. An angry customer being treated fairly and respectfully by a customer service agent could turn the customer’s emotional state from angry to satisfied or even delighted.

Source: SuiteCX . Learn more with SuiteCX in DMA's Journey Mapping course.

Emotional State

How a customer is feeling when they are interacting with a company. The emotional state includes: Angry, Frustrated, Concerned, Cautious, Indifferent, Satisfied, Interested, Delighted, etc.


Level of involvement, interaction, intimacy, and influence an individual has with a brand over time


Extraction, Transformation, and Load. The technical process whereby a raw source of data is extracted, transformed into common formats with data hygiene processes performed, and loaded into a useful database.

Exit Pages

Where the visitors leave the site

External Data Source

A connection to data that is outside your existing data set. Free and paid services can offer you demographic and psychographic data that will help you put together a clearer picture of your consumers and their behavioral profile



Description of what you have learned about the customer experience from this interaction


Business data about "firms" such as their number of employees, annual revenue, size, etc.


The most powerful word for triggering response; meaning 'no associated cost'

Free Gift Offer

A free gift offer is one in which an incentive is given away with purchase

Future State

What the customer experience could look like in the future if the current problems are addressed and corrected in some way.



The use of game mechanics and experience design to motivate people to engage with a product or service by achieving their goals through competition and point scoring


Geo-Targeting is the method of identifying the location of your website visitor in order to deliver precise targeted content to that visitor


Motivates people to change behavior, develop skills or to drive innovation


Half Life

The time it takes for your communication to get half its clicks;
Quick way to learn whether your test has succeeded — In any mail campaign, half the responses might come in by day 20 or some other particular day, for an email campaign it could be less than 24 hours to get ½ of all responses

Hard Offers

A hard offer is one that generates an immediate response/purchase



A technology that allows low energy Blue Tooth beacons to transmit information to mobile devices within close proximity to the transmitter. iBeacon is the specific brand of Beacon transmitters produced by Apple

Identify Management (IM)

The processes whereby a customer can be identified in a given system through various pieces of information to recognize who they are. Similar processes are used in CDI


A metric used to quantify the display of an advertisement on a webpage


"Sweeteners" for motivating response

Information Architecture

A good website architecture helps humans find information quickly, and search engines are able to find consistent information patterns

Internal Data Source

An organization's dataset - ie, data retrieved from inside the company and used in its operations. This could be information gathered through how customers are interacting within your corporate communications channels such as: Actions on your promotions; Your website; Your social pages; Internally built customer personas; Sales and customer service; Your marketing automation software

Interpretability/Ease of Understanding

A Data Quality measure - goes hand in hand with describing the meaningfulness of data for a particular consumer

Ipoint/Interaction Point

A specific interaction between the customer and the company that occurs at a point in time. The interaction can be in any channel (web, call center, in store, social media, direct mail, email, service call, etc.)


Key Performance Indicators (KPI)

Type of measure of performance, commonly used by an orgnization to evaluate its success or the success of a particular activity in which it is engaged; A business metric used to evaluate factors that are crucial to the success of an organization


Life Time Value (LTV)

Customer lifetime value (CLV) (or often CLTV), lifetime customer value (LCV), or lifetime value (LTV) is a prediction of the net profit attributed to the entire future relationship with a customer; How much is a customer worth over time


Lifecycle stage of customer (e.g., Awareness, Consideration, etc.)

Limited Time Offer

Creates urgency and forces customers to make a decision within a certain time period

Linking Pages

Link to other pages within the website

Location-Based Ads

Today’s mobile devices use GPS technology to determine the exact latitude and longitude of a consumer in real time

Logistic Regression

A specific form of predictive analysis where data is transformed by a log function to ensure the range of the predicted output is between 0 and 1

Look-Alike Modeling

This is an incredibly smart way to expand your audience and extend your reach. It’s where you (and your 3rd-party data provider) analyze your current customer data to come up with a target audience segment of people with similar behavior, demographics or preferences.

If single mothers who love Battlestar Galactica and Brazilian Coffee are sweet spot customers, you could make sure your next campaign reaches more people most likely to fit that bill.

By connecting your online and offline data, data onboarding makes look-alike modelling a lot easier.

Source: LiveRamp


Faithfulness or a devotion to a person, country, group, or cause. Building a long term relationship with an individual over time so you become their preferred provider and they give you the majority of their business over time as you earn their trust. Loyalty requires building trust through providing a consistent experience.

Source: SuiteCX . Learn more with SuiteCX in DMA's Journey Mapping course.


Market Research/Surveys

Facilitated to gain complete understanding of the mindset, emotions, habits, trends, and likes of the consumer

Marketing Clouds

Marketing clouds provide digital marketing automation and analytic software and services through the internet using "cloud" services which are shared resources controlled by the user

Marketing Silos

Distinct methods/departments/units of marketing with different campaigns, objectives, strategies, measurement criteria – sometimes competing

Marketing Resource Management (MRM)

Enables the creation, collection and distribution of marketing collateral (images, messages, offers, etc.) to support the deployment of standardized campaigns

Marketing Stack

Your marketing stack is essentially all the technology you use to manage your marketing activities. The ‘stack’ is an old technology idea that aims to order things by ‘layer’.

Roughly speaking, the marketing stack starts with technology used to store, manage, and analyze your data. This is what’s often called ‘the data layer’.

On top of that, you’ll usually find technology to execute and optimize and manage campaigns. Your ‘application layer’ includes marketing applications that are increasingly delivered as ‘SaaS’ offerings, as well as media platforms, like Facebook, Google, Twitter, and Yahoo.

To get maximum value from your data and technology investments, you need a ‘connectivity layer’ that connects your data to your applications and media platforms. Connectivity ensures data can be used to drive better experiences and results and also provides the marketing team with the flexibility to add in or swap out applications at will.

Source: LiveRamp

Match Rates

This is the number of records in one data set (say, customers in your CRM) that matched up with the records (say, online devices) in another data set, expressed as a percentage.

So, for instance, our average match rate for data onboarding is around 30-55%. That means that if you have in-store purchase data for 1,000 people, we can match 300 to 550 of those records to one or more online devices or digital IDs, for targeting and attribution analysis. (We know, right?)

Source: LiveRamp


Data sent to and from mobile devices

Mix Optimization

When your marketing spans multiple channels, you have to be smart about how you invest in different media. If search isn’t getting the results you expected, where should you reinvest that media spend?

Mix optimization is about analyzing what works and what doesn’t (as well as how different channels impact one another) so you can optimize the distribution of your media spend for maximum impact.

Source: LiveRamp

Mobile Advertising

Branded messages that are sent to mobile devices; this type of online advertising can include advertisements hosted on the mobile web, mobile messaging, mobile TV or video, or even on apps

Mobile Apps

Software solutions that power the business logic for mobile marketing initiatives

Mobile Marketing

What is mobile marketing?

Mobile marketing has quickly evolved from a focus on a device to a customer behavior. Mobile marketing addresses all forms of digital marketing consumed by a customer on the go. Multiple channels are integrated across smartphones, tablets, and/or other mobile devices, via websites, email, SMS and MMS, social media, and apps. Mobile is disrupting the way people engage with brands. While everything that can be done on a desktop computer can now be distributed through a mobile device the techniques and specifics vary significantly from desktop. In addition the customer preferences vary greatly as well in particular pertaining to video and mobile ads. Direct use of a mobile device for marketing calls or SMS or MMS is highly regulated and requires an opt in. For greater detail please see section 12 of DMA guidelines.

To join a network of your mobile marketing peers, please check out DMA's Mobile & Digital Community.

To view recent mobile marketing statistics and trends, view our Mobile Marketing statistics page.

To get more in-depth training on mobile marketing, please view our mobile marketing education courses.

Mobile Marketing Tools

Supports audience engagement on mobile devices, including functions that deliver targeted messages in apps or SMS environments, power geo-targeting (or “beaconing”) and manage unique device IDs

Mobile Search

Mobile search is the practice of querying a search engine from a mobile device.

Mobile Web

Access to the Internet from a wireless device that is connected to a mobile network or other wireless network


Permits you to predict how people will react to your communications, so you can send promotions to those most likely to respond, and omit those less likely to respond or conversely, most likely to defect

Modeling Cost

In-house: you pay for data on every record
Outside firm: you do not have to pay for demographic data but you have to pay for the names selected

Moments of Truth

A Moment of Truth can occur any time a customer comes into contact with any aspect of a company, however remote, giving the company an opportunity to form an impression and create an emotional connection. Moments of Truth could be good or bad.


Multichannel is enabling a customer to interact with you in multiple channels ( on the web, in person, through your call center etc.)

Source: SuiteCX . Learn more with SuiteCX in DMA's Journey Mapping course.

Multichannel Consumer

Consumers who use multiple devices at work and home and/or use multiple devices simultaneously

Multiple Regression

A form of predictive analysis where many "predictors" or independent variables are weighted and combined to score a record. The initial model was build with known dependent or "predicted" data. The process of scoring a record shows the likelihood of the record to have the predicted data


Native Advertising

Native advertising is a form of online advertising that matches the form and function of the platform on which it appears. For example, an article written by an advertiser to promote their product, but using the same form as an article written by the editorial staff. The word "native" refers to the content's coherence with other media on the platform

Net Promoter Score

Net Promoter or Net Promoter Score (NPS) is a metric used to gauge the loyalty of a firm's customer base. It is based on the question, “How likely would you be to promote this product?” "Passives", those who score 7-8 (on a 0-10 scale), are satisfied but unenthusiastic customers who are vulnerable to competitive offerings. "Detractors", or those who score 0-6, are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.

Neural Network Modeling

A form of predictive analysis where data "teaches" a model which "learns" the likely outcome through a heuristic, iterative process of data analysis

NFC (Near Field Communication)

Short-range radio waves that allow two devices to exchange data. Often used in payment processes.

Niche Market

A subset of the general market, with lower demand, higher prices, and higher margins than products targeted at general audiences


Size of test/database size



A Data Quality measure - relates to efficacy of the process by which the facts were gathered


The terms under which a specified product or service is promoted


Typically refers to data and applications that are used in "offline" media such as direct mail, print, out-of-home advertising, event marketing, etc.

Offline Attribution

Attribution is incredibly hard when either the customer’s action or one of the marketing actions took place offline in a store, a branch location, or contact center. Did they buy those socks in-store because of an ad they saw when they were using a news app?

It isn’t just hard, it’s also really important. At the moment, eCommerce is just a tiny (6.5%) slice of the total US retail pie. So there’s potentially a whole universe of customer activity that isn’t being attributed to the right marketing actions.

Source: LiveRamp

Offline Data

This is data that’s collected and stored in ‘offline’ systems, like CRM platforms, point of sale (POS) systems, email marketing platforms, and contact center applications. Typically this data is tied to some form of personally identifiable information (PII), such as an email address, name and postal address, or customer ID.

A lot of marketers have struggled to integrate this offline goldmine into their online marketing and cross-channel attribution efforts. Data onboarding solves this disconnect.

Source: LiveRamp


The most customer-centric approach that involves thinking holistically in terms of customer experience, interaction and messaging, connecting and using customer data to be contextually relevant at the customer’s moments of truth, recognizing that terms and channels don’t matter to customers


Typically refers to data and applications that are primarily used in digital media such as web marketing, email, social media, etc.

Online Data

This is the data that is collected and stored in digital marketing platforms such as DMPs, DSPs, and ad servers. Online data is typically tied to anonymous devices through cookies or mobile device IDs.

Source: LiveRamp

Online Data Providers

Any provider who sells data online. A large number of players and data types, such as companies like Experian, Nielsen, and OwnerIQ

Online Video Advertising

Can include a television ad online or specific creative videos placed on the web

Onward Transfer

The act of notifying the individual customer prior to disclosing PII to a third party and allowing the individual the choice to optout

Overflow Staffing Option

Utilized when there are more incoming calls than can be handled during peak times


Page Views

Total number of pages viewed

Pain Points

A pain point is a problem, real or perceived by a customer that creates an emotional response.

Path to Purchase

Refers to the customer’s journey from awareness to purchase. It is a subset of the customer journey that focuses on how the customer most directly gets to the purchase decision.

Source: SuiteCX . Learn more with SuiteCX in DMA's Journey Mapping course.

Paying for Displays

Cost Per Thousand (CPM); Cost Per Click (CPC); Cost Per Action (CPA)

Permanent Site

Built to be a relied-upon destination for business with frequent traffic

Persona (Buyer Profile)

A "picture" of typical types of customers based upon both actual data and judgement. This helps communicate clarity to others in the organization about the wants, needs, and characteristics of likely customers


A visual/mental picture of your customer segments; A non-numerical way of describing your customer groups – how they behave, what they prefer, who they are, what they read, or where they shop. This is a way of defining segments that are more aspirational and is used for building marketing communications.

Personally Identifiable Information (PII)

Information that can be used to distinguish or trace someone’s identity through a given system • Any information that is linked or linkable to a specified individual • Marketers should only collect , combine, rent, sell, exchange, or use marketing data for marketing purposes.


Also called a web bug or a pixel tag or a clear GIF. Used in combination with cookies, a pixel is an often-transparent graphic image, usually no larger than 1 pixel x 1 pixel, that is placed on a website or in an email that is used to monitor the behavior of the user visiting the website or sending the e-mail

Placement Targeting

Advertisers can bid to place ads on specific websites or pages which intersect with targeted audiences

Placement Targeting Types

Automatic Placements: Based on the target topics you have chosen, your ad is
placed on a site that is relevant to your topic
Managed Placements: Advertisers place ads on specific pages


Pay per click sponsored ads, triggered by targeted key phrases

Predictive Regression Models

Uses RFM data to draw a line that predicts response and outcomes. See also "Recency, Frequency, Monetary Analysis (RFM)"

Predictive Segmentation Models

Use RFM data to create groups of people based on the likelihood of their outcomes

Premium Publisher

The term ‘premium publisher’ existed long before the growth of digital media buying, but like the old days, it’s still a term that’s governed by soft metrics like brand equity.

Usually self-defined, premium publishers tend to offer better quality content to their readers, who usually trust them a lot more.

Higher prices are usually a pretty good sign you’re dealing with a premium publisher (or a publisher that’s deemed themselves ‘premium’). Another one is that they tend not to work with Demand Side Platforms (DSPs).

But this is one of those relatively subjective terms that has a very real impact on your plans.

Source: LiveRamp


The cost of a product or service

Price Penetration

A pricing strategy whereby the product is sold at the lowest price possible, in order to make a profit and to penetrate a large fraction of the market.

Price Skimming

A pricing strategy whereby a business first markets its product/service at the highest possible target-market/early adopter price, after which, pricing is gradually reduced to attract more budget-conscious customers/late adopters

Primary On-Page-Keywords

Page titles, description, content


Implementing processes, roles, controls

Probabilistic Matching

The process of using data from a record that is not necessarily unique to the entity. However, by combining a number of characteristics from the entity, a probability of matching one entity with another is determined and used. Probabilistic match may not result in the same match if data used to determine the probability changes

Process Map

Process mapping is a workflow diagram used to bring forth a clearer understanding of a process or series of parallel processes in a step by step fashion.

Profit & Loss Measure

With Profit & Loss, the purpose is to measure efficiency and performance of your campaign

Programmatic Advertising

In order to do away with the inefficiency and errors that stemmed from those pesky humans negotiating media buys, programmatic advertising (or programmatic media or programmatic marketing) was invented.

It automates the buying, positioning, and mix optimization of media inventory, making real-time decisions about price, placement, and timing, based on rules you set.

Source: LiveRamp

Programmatic Marketing

A holistic approach through which media buyers and sellers may align organizational processes with automation technology in support of ongoing, channel-agnostic customer engagement (and to allow for the continuous optimization of that effort as business strategies evolve).

Promotional Site

Built to be tied to a product, event, or short-time promotion


Onboarding “offline” data using PII and connecting with cookies or other device identifiers is referred to as “Anonymization” since PII is removed. It is more correctly classified as pseudonymity since the linkage may potentially be recovered, and therefore, not truly anonymous.


The classification of people according to psychological criteria, especially in market research to create consumer profiles. Can include: Lifestyles; Opinions, attitudes, interests, hobbies; Loyalty and expectations; Occasions; Benefits sought; Usage

Public Data

Data and information that is in the public domain - Not private



Number of people reached (circulation, impressions)

Queue Time

Time that a caller will wait on the line for a call center agent


Random Sampling

Each person in a given population is equally likely to be chosen for sample

Real Time Bidding

RTB is the evaluation and bidding on individual impressions in a real time auction place. The buying takes place over online media exchanges - basically media marketplaces - which connect sellers (publishers) and buyers (advertisers)


In the offline world, this is the science of knowing that Robert Fredericks, Bobby Fredericks, and Bob Fredericks, Jr, who lived in Kentucky and moved to Ohio, are all the same person. This is key to integrating and enhancing customer databases.

In the online world, recognition helps you know which desktop browsers and mobile devices are connected to the same anonymous user. This is key to cross-device and cross-channel marketing.

The difference between retargeting and remarketing

Data onboarding uses both offline and online recognition to match customer data to the right online devices and digital IDs. Anonymization is a key step in the process, ensuring data flows are privacy-safe.

Source: LiveRamp


Description of what you should change about the customer experience based on the quality of an interaction.

Recency, Frequency, Monetary Analysis (RFM)

Simplest most powerful segmentation technique;
RFM is a method used in database marketing to analyze customer value. Recency = how recently did the customer purchase? / Frequency = how often fo they purchase / Monetary Value = How much do they spend

Referral Traffic

Links from other sites, social media, tracked emails, promotion & branding campaign links

Regulatory Statutes

Many regulatory statutes exist at both the state and federal level. These include: -- HIPAA -- Health Information Portability and Accountability Act -- FCRA - Fair Credit Reporting Act. - GLB - Gramm - Leach - Bliley Act regulating use of Financial Data. Users of any data which may be considered regulated should consult with their in-house Privacy and Legal experts.

Relative Performance

Performance viewed in comparison to that of another product/service/customer/etc.


A Data Quality measure - directly related to the use of data where its quality must be considered within the context of the task at hand

Required Response Rate

Media CPM ÷ Target CPL = Required Response Rate

Representative Samples

A representative sample is one that resembles the target population

Response Percent

Response percent = Number of Responses / Number of Sends

Response Rate

RR = number of responses / Number mailed

Responsive Design

Development/execution strategy/approach for developing a flexible, fluid and adaptive web experience across digital media properties


A form of online advertising, retargeting drives digital media buying grounded in behavioral data; content is mapped to user’s inferred intent as based on their previous activity, “reminding” them about items they may be considering for purchase

Retargeting (CRM)

CRM retargeting (a.k.a. offline retargeting) is about targeting customers (using the data in your CRM) with media buys that extend your campaign’s reach and reflect what you know about those customers.

Source: LiveRamp

Rich Media

Rich media is an internet advertising term for a web page ad that uses advanced technology such as streaming video , downloaded applet s (programs) that interact instantly with the user, and ads that change when the user's mouse passes over it


Refers to the plan of action based on what was learned in the Journey Mapping effort. Findings and recommendations lead to initiatives for improvement, which can be prioritized into immediate, medium- and long-term programs.

Source: SuiteCX . Learn more with SuiteCX in DMA's Journey Mapping course.

ROI or ROMI (Return on Marketing Investment)

How much you got back compared to how much you spent; ROI is what tells you if a campaign was a success and you should do more like it or if it was a failure and you should try something else next time

Roll Up Map

This is a summary of the maps that are done at each lifecycle stage in order to highlight the key customer interactions across the customer journey

Rollout Costs

Rollout cost= Rollout Quantity x CPM


Sale Offer

A product is offered at a lower cost, that is at a discount


Provides guidance to telesales representatives

Search Paths

Concept->Secondary Searches-> Practical Searches-> Reviews, Local, or Informed Search

Secondary On-Page-Keywords

Filenames, website architecture, linking pages, URL's


What everything—every process, every tool, every communication—needs to be if it’s going to involve your customer’s data.

Source: LiveRamp


A Data Quality measure - which together with access includes privacy issues, can be an important consideration to both information providers and consumers for certain types of information, particularly personal data; Protecting your data against damage, loss, danger, and crime

Sensitive PII

That PII data which is considered sensitive and often requires additional protection by regulation such as HIPAA, FRCA, GLB, etc. Includes health information, social security number, etc.


Dividing customers by distinct similarities in order to market products or deliver services to their differences

Self Service

A self-service model allows users to access and manipulate their service directly.

Innovation has exploded in the area of marketing technology, but IT rarely has the bandwidth to take on even more systems, and IT will never have the domain expertise that you have as a marketer.

That’s where self-service tools and dashboards come in. They replace the need to manage things like data using code, with simple point-and-click interfaces that marketers can use to solve their own data problems.

Source: LiveRamp

Sell Side Platform (SSP)

An advertisers technology platform which represents the suppliers of online ads (Publishers). SSPs give publishers the ability to engage with multiple demand-side channels through a single vendor

Shared Staffing Option

Agents handle calls for more than one client

Simple Landing Page

Built to deliver one page worth of information such as location and store hours

Simple ROI

Revenue attributed to Marketing Programs / Marketing Costs = Simple ROI

Site-based retargeting

The practice of serving ads to people who visit your website after they leave

Six Sigma

Six Sigma is a disciplined, data-driven approach and methodology for eliminating defects (driving toward six standard deviations between the mean and the nearest specification limit) in any process – from manufacturing to transactional or from product to service.

Smart Data

Data that is processed, requiring collection, mining, and finally analysis before being able to realize its true value for businesses, governments, and individuals alike

Soft Offers

A soft offer is often used to create leads and/or to generate inquiries by enticing potential customers to respond immediately, without leading to a direct sale (i.e. entering a sweepstakes, registering for a free webinar).

Standard Display

The method by which "standard" banner ads are displayed on a website


Set Top Box. The uniquely addressable device that is used to provide cable and satellite signals to display devices in the home or business

Story Maps

Refer to maps that tell the story from a particular customer’s point of view. They are highlighted with icons and color at certain points so as to showcase points of brilliance and points of pain.

Source: SuiteCX . Learn more with SuiteCX in DMA's Journey Mapping course.

Structured Data

Data that is typically in a fixed format so that information can be easily used in databases and spreadsheets



A 'tag' refers to a piece of HTML or JavaScript code that is provided by an advertiser or a publisher to be called by the source code of a webpage. These 'tags' are what makes ads appear on websites and what allow companies to track whether a user has purchased a product, applied for a credit card, filled in a lead form, etc, as a result of previously and/or clicking on an ad

Tag Management

Manages third-party tags that may be associated with a given website; collects, manages, integrates and executes on data derived as a result of those tags— with the goal of streamlining their utilization, improving site functionality and driving more relevant content

Target Cost per Lead (CPL)

Lead conversion cost ÷ Lead acquisition budget = Target cost per lead

Target Leads

Budget allocation ÷ Target CPL = Target leads


Targeting is the process of using customer data to shape distinct segments out of your audience and then pursue them with distinct experiences.

This can be incredibly hard to do when your customer data lives in silos, separated from the platforms you use to engage with your customers.

Source: LiveRamp

Technographic Targeting

Uses the consumer’s computer or mobile device to identify the consumer’s communication capabilities and make decisions based on it

Teleservices Key Performance Indicators

Contact – Decision maker gave a yes or no
Contacts Per Hour – Contacts/Hours
Contact Conversion – Sales/Contacts
Sales Per Hour – Sales/Hours
Revenue Per Hour – Revenue/Hours
Finalized – All records which will not be dialed again, including contacts, unworkables, and max attempts. Anything which makes a record no longer “callable”
Finalized Per Hour – Finalized/Hours
List Conversion – Sales/Finalized Records
Dials Per Hour – Dials/Hours

Third-Party Targeting

Using data obtained from an organization other then your own


A Data Quality measure - is tied closely to accuracy because most data is useful for only a short period of time

Till Forbid

Prearranged continuing shipments or subcriptions that endure until cancelled

Tolerable Error Variance

Take into consideration how close the expected response rate for the new list is to the minimum response rate required for roll-out. The closer the expected response rate of the new list is to this cutoff level, the more important it will be to have a test estimate with little error variance.

Top Pages

Which pages are the most popular

Truth in Caller ID Act

No person or entity shall, with the intent to defraud, cause harm or wrongfully obtain anything of value, knowingly cause, indirectly or indirectly, any caller identification service to transmit or display misleading or inaccurate caller identification information.


Unique Value Proposition

The overlap of where the customer and the product’s benefit meet

Unique Visitors

Tracked by a cookie, it counts unique individuals (actually, unique devices)

Unstructured Data

Data that has no inherent structure in how it is presented. Information presented in a text format (eg in sentences and paragraphs) is considered unstructured.


Determination of who is using your app, how much they are using it, and how

User Experience (UX)

UX refers to the design of an experience to deliver the best experience for a consumer to use your product/service. UX professionals work with customers to understand how they use the product and design based on this input.

Source: SuiteCX . Learn more with SuiteCX in DMA's Journey Mapping course.

User Experience Design

User experience design (UX, UXD, UED or XD) is the process of enhancing user satisfaction by improving the usability, accessibility, and pleasure provided in the interaction between the user and the product. It is usually focused on web and mobile interactions.



A Data Quality measure - is the concept of the "whole being greater than the sum of its parts" where having multiple, complementary data attributes gives greater insight into the entity being described

Value Proposition

The incentive or appeal offered by a product or service and acknowledged by the customer


Direct quotes from customers regarding their thoughts on the company. A verbaitm is quoted exactly as spoken or submitted, with no changes

Video Content/Marketing Tools

Supports video marketing and related solutions including deployment of video ads (pre- and post-roll) and viewer analytics and performance reporting


People that came to the site and stayed for a specific amount of time (not a mistake click)


People who come to your site and browse

Voice of the Customer (VOC)

Refers to the feedback received from customers directly. The data may be may collected in person, (call center, in-store, social media) via a survey, from a focus group, or through observation (ethnographic research).

Source: SuiteCX . Learn more with SuiteCX in DMA's Journey Mapping course.

Voice of the Employee (VOE)

Refers to the feedback received from front line employees who deal with customers every day. The data may be collected in person, by shadowing front line staff, by interviews or by surveys.

Source: SuiteCX . Learn more with SuiteCX in DMA's Journey Mapping course.

Voice of the Institution (VOI)

Refers to the feedback received from senior strategic stakeholders who have a good overall understanding of the complexities behind the business that may be affecting the customer experience for better or worse. The data may be collected by one-on-one interviews or by surveys.

Source: SuiteCX . Learn more with SuiteCX in DMA's Journey Mapping course.


Web Analytics

Tracks and reports activity across a website or online property, including unique visitors and clicks; data is used to understand audience engagement and interest

Word of Mouth

Oral or written recommendation by a satisfied customer to the prospective customers of a good or service. Considered to be the most effective form of promotion, it is also called word of mouth advertising which is incorrect because, by definition, advertising is a paid and non-personal communication.


Yield Optimization

Managing or optimizing the revenue a publisher gets from its inventory—usually by varying the price, underlying audience data, and sales approach.

For instance, a publisher could sell its premium placements directly but farm out excess inventory to ad networks, using yield optimization algorithms.

Source: LiveRamp

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