Your A-Z glossary of mobile and web engagement terms
A/B testing is the method of analyzing two or more variations of a call to action, email, segment, target groups, messages, or any other marketing asset to measure the effectiveness and performance. A/B testing lets you know what, when, and which element works best. It helps in streamlining the user journey and boosts conversions.
It is an experiment where different variants of the same asset are shown to other users, and statistical analysis is done to identify the variant which performs best for the given conversion goal.
Following the right procedure is critical to perform the A/B testing successfully. Below is the step by step guidelines that can help you with the process:
These are the users who interact with your website or app for a given period. By tracking active users, you will see the number of visitors visiting your digital asset. Active users metric tallies the number of unique users who engage with your digital product.
The area in your app where the ad is displayed is called Ad units. You need to associate an Ad Unit to a tag. You can club multiple ads into an Ad Unit or send out a single ad. Creating and using an ad unit is mandatory to push ads. There are different types of ad units, such as banner ads, video ads, and interstitial ads in varied formats.
The purpose of aggregation is to gather more information based on specific attributes such as age, gender profession, and personal interest in a particular group. Such aggregated information is likely used for website personalization to choose advertising and content to target individuals belonging to one or more groups.
In the field of computer science, Artificial intelligence (AI) is one of the branches that aims to create an intelligent machine. Planning, Speech recognition, Learning, Problem Solving are the necessary activities that are designed with artificial intelligence. Artificial intelligence aims to create machines and computers that function as intelligent as human beings.
Analytics is about putting data into action. It helps businesses track the progress over a stipulated time interval. It enables businesses to adopt a data-driven approach to formulate strategies based on past performance and behaviour shown by different stakeholders.
Why Analytics?
Application Programming Interface (API) is an intermediate software that allows two applications to communicate. What API does is that it exchanges information between two programs. It processes a request and returns the necessary data. API is essential for business as it exchanges information via the internet and cloud computing, ultimately reducing development time, cost and eliminating the risk of errors.
These are the users who are using your product or services. Based on the common attributes they share, audiences are grouped together to form segments. Understanding these segments will provide keen insights about the app usage and user characteristics or behavior.
It is the mental process through which an individual passes from discovering about your product or services to finally adopting it. There are various stages including Awareness, Interest, Desire, and Action (AIDA).
Today businesses rely on multiple channels and platforms to reach out to their prospects. Marketing Attribution evaluates multiple touchpoints that a customer encounters in their path to conversion and identifies the channels, messages or events which had the most significant impact on the customer decision to convert.
The most effective attribution models will provide insight into:
Acquisition involves implementing strategies to market products or services to new customers. The cost incurred while acquiring a new user is called Customer Acquisition Cost (CAC).
Businesses use marketing strategies across various digital channels, which can involve:
Asynchronous messaging is a one-way communication delivery method that does not have to wait for the server to send it. Examples would be email, SMS messaging. It enables higher flexibility to communicate and provide information immediately.
A badge is a validated indicator device, often containing the symbol of an organization, which is presented to indicate some achievement, skill, a status, or interest earned within your app or website. Badges are rewards for accomplishing the action given to users and are great engagement tools.
The percentage of single-page visits is known as the bounce rate. This term is widely used in marketing while analyzing web traffic. The bounce rate is calculated precisely as a session when a user triggers a single request and then exits without triggering any further requests to the Analytics server.
Profile of your product's ideal user, created based on market research and real data about its existing users. It includes customer demographics, behavioral patterns, interests, preferences, motivations, and goals. Personas help in market segmentation, content creation, and sales follow up to acquire and retain users.
Campaigns are vital components for any online business that enable companies to communicate and deliver timely messages to a selective group of users based on their everyday actions, characteristics, or funnels. Campaigns are invariably built to reach users pinpointing the time when users are most responsive.
Customer churn refers to when a customer stops contacting or ceases his relationship with the company. Customer churn is also called customer attrition. A customer engagement platform helps businesses to reduce churn rate by enabling them to effectively communicate with their customers on time and keeping them engaged.
In terms of analytics, the cohort refers to a group of users who share common characteristics. For example, users using the same platform to access your app/website belong to the same cohort. Identifying cohorts is very important as companies can build new marketing strategies targeting these customers.
Conversion is an activity that is completed by your customer either online or offline. Actions performed by the user with an app or on your website is defined as a goal, and it is recorded as a conversion by analytics. For example, a transaction, purchase, or sign up to a newsletter refers to conversion.
Any action taken by a customer relating to your company is referred to as customer behavior. Tracking customer behavior enables companies to understand customer needs and how you can keep them engaged with your services.
An ongoing customer relationship with a business or organization is acknowledged as customer engagement. Without customer engagement, there is no business likely to grow. Customer engagement is an essential ingredient that results in the expansion of a business.
Customer experience encompasses every interaction a customer has with your brand. It is shaped by the sum of all touchpoints across the customer journey, from initial awareness through purchase and beyond. Great customer experience leads to loyalty and advocacy.
Every touchpoint between any company and its customers makes up a customer journey. It is the complete process by which a customer interacts with the company in order to achieve the results he needs.
Customer lifetime value is the metric that shows the total revenue a business can expect from a single customer during his relationship with the business. This metric is used to identify significant customer segments that are the most valuable to the company.
Cross-selling is selling an added product or service to the current customer to increase the value of the sale.
Dashboard is a view used to display Key Performance Indicators (KPIs) of your app. The dashboard provides information that is easy to view, highlighting the key points and helping companies make informed decisions at a single glance.
Demographics refers to general information about customers such as age, gender, education level, marital status, occupation, interest in purchasing activity, etc. By tracking demographic data, customers can be grouped to help companies identify which group to target.
In any business, the discount is the reduced price offered on a product or service to its customers. Discounts are a great way for companies to attract and encourage customers to buy a product or service compared to its competitors.
Drop Offs refers to the lost flow of users/customers, which means either they might have left your site or simply left the flow of pages. Drop off is also identified as visitors flow, which intends the traffic of your website.
When the information is updated continuously and is personalized according to user attributes, it is called dynamic content.
Email notifications are messages that keep a customer updated regarding a product or a service where they interact. For example, a user who subscribes to a cooking channel receives an email notification whenever new recipes are posted.
User interactions with the content on your website or your app refer to events that can be tracked independently. Events include video plays, downloads, ad clicks, gadgets, flash elements, etc. Tracking events has become essential for any online business.
Filters allow you to view data in smaller groups by excluding unwanted data. Simply to say, filters are used to search certain pieces of information.
A funnel is the navigation path of your app/website users to follow to achieve a goal. It is the navigation path you want your customers to lead through to achieve a specific outcome.
Feedback is a process of getting information about a product or service to modify the next version. It is essential for survival and is valuable to make critical decisions. It helps in adapting as per the needs of the users.
Geofence is a feature in software and location-based service. The geofence is a virtual fence around a real-world location. It uses technologies like Global Positioning System and Radio Frequency Identification to track the location of devices of the users.
Companies need to set goals if they want to obtain results. By setting goals, you will learn more about your customers and your progress. They help you direct your efforts within the business and align everyone's goals.
It is a game mechanism that is used for any website, an online community, or an enterprise application to motivate participants to keep their customers engaged. Typically gamification is a marketing technique that is used to keep the customers engaged with the product and services.
Graphics Interchange Format (GIFs) refers to a file format that supports both static and animated images.
Hypertext Markup Language (HTML) is the language used to direct the structure of the website and pages. HTML lays out the architecture of the site, from the header to the footer.
In-App Messages help you engage with your users by sending them messages that trigger entirely within the app. These messages are based on their in-app behavior and interests.
In-App Support is an information delivery that is given to a user within the app to reach a support agent. It enables apps to enhance customer experience, drive higher ratings, and increase retention.
Insights are keen observations or the outcomes that are obtained after analyzing a specific context. Insights understand context at a deeper level, enabling businesses the ability to understand their customers at a deeper level for further growth.
Javascript is a computer programming language used to create effects within a website or an app. It enables you to add graphics, games, forms, and much more.
Key Performance Indicators (KPI) demonstrate the principal business objective of a company. They show measurable values as to how effectively the company is achieving its goals. High-level KPI metrics are mainly focused on the overall performance of the organization.
Lead is a prospect or potential user that shows interest in your product or service.
Lead generation includes sets of activities that are aimed at inculcating interest in your product or service through various engagement activities such as quizzes, sending personalized messages, free trials, etc.
Lead nurturing is the process of building relationships with your prospects users or visitors through different engagement techniques to develop their interest in your product.
Lifecycle stages are divided into five: reach, acquisition, conversion, retention, and loyalty. The customer lifecycle is the process where your customers go through establishing relationships with your business to become loyal customers.
Mini-games are flash games, puzzle games, or could be a quiz that could be online and offline. These mini-games are widely used to keep the customer engaged with the business process while he is on the app/website.
Machine learning is one of the branches of computer science that deals with programming systems to automatically acquire and develop with experience. The primary aim of machine learning is to allow computers to acquire and coordinate actions without any human intervention.
Monetization is making profits based on your assets. Today many businesses are using data and analytics for growth and monetization, enabling them to analyze data and come up with keen insights for business growth.
Users who are using your app/website for the very first time.
Notifications are the pop-ups that you see on your mobile device. It is an alert or a message reminding or notifying about something from an app/website to keep the customer engaged.
Net Promoter Score is a metric that measures customer satisfaction and loyalty on a scale of 1-10 to understand how their customers perceive them. It is used by an organization to become more focused on improving services.
Offer is presenting something to a customer about a product or service which can be accepted or rejected as desired.
Onboarding is the process of preparing new users started with your product. Good onboarding experience is directly linked to product adoption and growth. The goal of onboarding is to help users get familiar with all the features of the product.
Omnichannel is a cross channel strategy, which companies leverage to streamline the user experience at their preferred channel. It could be an app or a website.
An opt-in is a consent form provided to the users to acknowledge interest in the product or service to contact them with future information.
Opt-out is withdrawing the consent or changing their decisions after the original point of approval.
Opinion Poll refers to an opportunity where customers are allowed to express their opinion on the product/service they were provided. It is a method of drawing metrics over the business from customer inputs.
Personalization is the process of tailoring a service or product to serve individual customers or a segment of customers based on information and awareness. It helps businesses to focus on what a customer needs and enables publishers to create a custom experience for different groups of users.
Platform refers to a group of technologies that act as a base or support for software applications to run upon.
Push notification is information that pops up on the user's device. It can be triggered or pushed from the server to the user. Push notification is an excellent communication and engagement tool. It can be sent based on user location, user activity, and in-app behavior.
Product Adoption is the process where potential users adopt or purchase a product that provides a solution to their pain points. The product adoption process includes awareness, interest, evaluation, trial, and adoption.
Plugin is an add-on software feature that is installed to enhance the digital product capabilities.
Quantitative Analysis is a collection of data often associated with the numeric analysis. Data is collected using a set of statistical methods classified and then computed for specific findings. Quantitative analysis is more objective in nature, which seeks to understand the occurrence of events.
Qualitative Analysis is all about understanding data that is subjective, descriptive, non-statistical, and exploratory in nature. For instance, if an obstacle has occurred, qualitative analysis gives you a deeper understanding of the reasons for the occurrence.
Rating is measuring the performance of a product or service. It has become very important for any business to have their customers rate the product/service they provide. By asking customers to rate the product/service, businesses can track how effectively they serve the customer.
Retention is staying back or continuing to be with. Customer retention is the ability or actions/measures that a company takes to make their customers hold back to the product or the services provided. Customer retention is the goal as it helps to retain customers through customer and brand loyalty.
Responsive design is designing a digital product that automatically reformats for all screen sizes to make the user experience easy to interact no matter what device they are using.
Revenue is the amount generated during a specific period of sales.
Remarketing is a process where you connect with a visitor who had earlier visited your digital product and has not made an immediate purchase or inquiry. It allows you to position targeted ads in front of them.
ROI measures the performance and efficiency of your investment in terms of money and efforts and compares it with other investments. ROI is the function of revenue and cost.
Screen tips are small windows that appear when the mouse hovers over an icon or a ribbon. They provide small descriptive text about the item on which the mouse hovered.
Software Development Kit (SDK) is a set of programs that includes a visual screen builder, an editor, a compiler, and other facilities. It is used by a computer programmer to write application programs.
The first step in campaign management is to define and segment the target audience, which enables marketers to target campaign messages to the considerate recipients. Marketers consider various factors including demographic factors like age, gender, location and customer journey mapping.
Session is a time wherein a user interacts with your digital product. Session records time and frequency of app usage. You can determine the average length, time, and frequency a user is likely to use your app or website.
A survey is a list of questions that capture user feedback. It helps you collect insights from users. In-app surveys are a great way to reduce friction as it eliminates the need to leave the app to submit feedback.
Short Message Service (SMS) is an asynchronous form of communication where the sender and receiver do not need to be present at the same time to engage. SMS helps to improve a business to remain relevant despite the technology.
Targeting refers to a specific group of potential users of a product or service who meet a specified set of criteria.
A trigger is an event that causes in-app automation to drive users behavior to take immediate action. Triggers help in driving sales, engaging users, etc.
Unique visitor is the one who visited your website at least once during a certain period of time.
UI is the way that users interact with a website or an app.
User experience is the nature of a user's interaction with the website or app. It could be emotional, practical, or experimental.
Unique selling proposition is the value that differentiates your business from that of other companies catering in the same market.
Up-Selling involves encouraging an existing user to upgrade to a higher-end version of the product.
It is the statement with which a brand tells its potential users about the company, its business operations, and the value a business promises to deliver to its customers when they buy their product or service.
Web messaging is the communication that takes place via web browsers (whether on desktop or mobile web). Web messaging enables companies to broaden their reach and strengthens relationships with customers.
Win/loss analysis is the process of identifying why a sales opportunity was either won or lost. This analysis helps in driving strategies according to the results generated.
Extensible Markup Language (XML) is a markup language that defines a set of rules for encoding documents in a format that is both human-readable and machine-readable.
Year on year is a significant growth metric. This measures and compares results from year to year. Yearly data depicts your highs and lows in terms of engagement, profits, and helps you visualize your average annual performance.
Zee coin is a digital reward currency that can be earned and spent both online and offline. Coins can be collected when you shop at your favorite stores or even when you play online games or visit websites.