A/B Testing (Multivariate testing)
In its most basic form, the process of testing two versions of a single variable to determine which performs best (i.e. font color: blue versus black). Metrics used to measure performance can be but are not limited to factors like conversions and user engagement. Multivariate testing is a more complex version of A/B testing- whereby we can test for multiple components within each version (i.e. font colour and banner style)
Artificial Intelligence (AI)
The capability of a machine to learn and imitate intelligent human behavior.
An abbreviation for business to business. This term is used to describe companies that sell to other companies rather than to consumers.
An abbreviation for business to consumer. This term is used to describe companies that sell directly to consumers.
A method of segmentation that uses a visitor’s on-site behaviour. By examining how the visitor interacts with the website (i.e. pages they have previously searched for and viewed), it’s possible to target visitors based on their past behavior.
Extremely large data sets that can be analyzed to reveal patterns and trends. The use of big data analytics to uncover consumers behaviour and preferences is said to be the future of digital marketing.
The percentage of people who land on your website and leave without clicking on anything else. A universal aim for websites is to have a low bounce rate because it means that visitors are staying on your site and engaging with it.
A CTA can come in many forms- a text link, button, or image- that a visitor can click on with the intent to turn the visitor into a lead. A common CTA is the subscription button.
Clickthrough Rate (CTR)
The percentage of visitors on your website that advance beyond the landing page and click to the next part of your online sales funnel (i.e a CTA). The rate is calculated by dividing the number of clicks your CTA receives by the total number of times your CTA was seen. A high CTR is an indication that your CTA is effective at engaging your visitors.
A method of segmentation that uses visitor’s demographic. A common form of contextual targeting is through location (i.e. offering local versus international shipping information).
The percentage of visitors who result in a “conversion.” What encompasses a conversion is case dependent- with a the distinction between micro and macro conversion. Micro conversions (i.e. subscription to mailing list) are actions that lead to macro conversions (a sale).
A small piece of data sent from a website and stored on a user’s browser while the user is browsing the website. The cookie tracks and logs the user’s web activity – this information could then be used for behavioral targeting.
Customer Relationship Management (CRM)
An approach to managing company’s current and prospective customers. Focus is placed on managing and analyzing customer’s interaction in order to improve company-customer relationship.
Aspects of a website, ads, or email body that changes according to the interests and past behaviour of the visitor. Dynamic content is a core component of content personalization.
A metric that represents the number of interactions that a piece of content receives. Actions that count as an interactions include likes, shares, and comments, impressions, among others.
Refers to marketing activities that draw customers to the brand. This is often achieved through producing quality content that is interesting and relevant to target customers.
Key Performance Indicator (KPI)
A measurable value that allows a company to see how well it is performing in terms of achieving its business objective(s). KPI’s change depending on the objective. If the objective is to increase sales, then KPIs that can be daily sales and conversion rates. If goal is to increase web traffic, then KPIs that can be bounce rates, churn rates, and clickthrough rates.
The page that the visitor land on when they click on an ad or a search engine link. Any page on the website has the potential to be a landing page, it need not to be restricted to the homepage. An optimal landing page should appeal to a wide range of visitors at different stages of the sale process.
A software that automates repetitive marketing tasks such as emails, social media, and websites. It serves as a platform for marketers to plan, coordinate, and execute campaigns, both online and offline. Marketing automation is a key component of behavioural targeting and personalization- i.e. when the visitor does X, display Y content.
Return on Investment (ROI)
A metric that evaluates the efficacy and profitability of an investment. ROI is calculated by (gain from investment minus cost of investment) divided by (cost of investment). ROIs are often expressed as a percentage or a ratio, with a negative ROI indicating the investment is not profitable.
The buying process that companies lead consumers through when purchasing products. The funnels vary business to business, but in general have three stages: attract, nurture, convert. Each stage indicate the readiness of customer to make a purchase.
Search Engine Optimization (SEO)
A process of organically increasing the visibility of a website in a search engine result. SEO can be achieved on-site components (i.e. keywords, image tags, inbound links, etc) and off-site components (i.e. directory submission, forum posting, link exchange, etc.).
Involves dividing a broad target group into smaller subgroups based on certain characteristics, then designing implementation strategy for each subgroups. Segmentation is among the first steps of content personalization.
Any instances where the customer and the company exchange information, provide service, or handle a transaction. Touchpoints are important to content personalization because it signifies opportunities where marketers can engage with prospects and customers.
User Experience (UX)
Refers to a user’s entire experience when using a product, service, or system. UX in content personalization is used in the context of web experience. Company websites should be designed in way that allow for seamless and interesting user experience.