Marketing Glossary

Understand key concepts in AI-powered marketing, personalization, and customer engagement.

A

A/A Testing
A tactic of evaluating two identical versions against each other to check that the experiment is statistically fair.
A/B Testing
A/B tests allow brands to randomly divide an audience into two groups and deliver one version of a message to one group
Abandoned Cart
“Abandoned cart” is a scenario in which a customer initiates a sale but doesn’t complete the transaction, leaving one or
Abandoned Cart Recovery
An e-commerce sales acquisition strategy where companies use marketing automation, UX design, Dynamic Motivation, and other tools to recover lost sales.
Adaptive Algorithm
A method used to deploy campaigns using machine learning algorithms to dynamically allocate traffic to variants that are performing better.
AI Generated Advertising
Marketing assets such as text, audio, video, images, etc. created with Generative AI for the purpose of marketing a product.
AI Generated Content
Images, text, audio, video, or other creative elements developed using Generative AI.
AI Generated Language
Text created using Generative AI. Generative AI leverages natural language processing models to produce text or images based on user prompts.
Artificial Intelligence (AI)
In the most basic terms, AI is a field that brings together computer science and large datasets, to enable problem-solving.

C

Campaign Narrative
What a campaign is about. For example, a campaign narrative may focus on a “Best Sellers” campaign, or an “Apply for a Loan” campaign.
Cart Abandonment Rate
The frequency in which customers add items to the online shopping cart, but do not complete their purchase. This can be critical for e-commerce retailers.
Chatbot Marketing
Chatbot marketing is a conversational marketing technique that employs automated, two-way, one-on-one interactions with users.
Consumer Motivation
The campaign, messaging, situation, product features, etc. that inspire consumers to engage, take action, and/or make a purchase.
Contextual Adaptive Algorithm
AI algorithms that ingest contextual attributes and enable ‘set and forget’ optimization for channel-specific personalization.
Conversion
A predetermined, desired action (e.g., subscribes, purchases). Depending on the campaign, conversions could mean different outcomes.
Conversion Rate
A conversion rate is a measurement that indicates the percentage of visitors to a site or page who complete a desired action.
Conversion Rate Optimization (CRO)
Techniques used to increase the percentage of conversions from a website or mobile app.
Cookie Apocalypse
Increased consumer awareness and concern about the volume of personal data that web companies collect and use has resulted in a backlash against cookies.
Customer Data Platform (CDP Integrations)
Automate the process of acquiring user-level data across channels, which lends itself to generating personalized content.

E

Experimental Design
A field of statistics that deals with how to efficiently plan an experiment to obtain as much useful information as possible.

F

First Party Data
First-party data is the information companies collect directly from their customers and own outright without intermediaries.
First-Party Data Marketing
When marketers create campaigns using information the company collects directly from its customers and owns outright.

G

Generative AI
A type of Artificial Intelligence that is able to produce true to life content at scale including text, images, video, and audio.

I

Incremental Revenue
The additional revenue generated due to Persado’s optimized messages, calculated as: (Persado revenue per impression – control group revenue per impression).

K

Knowledge Base
Represents a centralized repository of information. Knowledge bases can serve external or internal functions.

L

Loyalty Program
A marketing strategy designed to reward customers for their continuous support of a brand using discounts, rewards, gamification, etc.

M

Machine Learning (ML)
A set of algorithms that are used by a computer to automatically identify relationships in large sets of data, learn from data, and improve over time.
Marketing Conversion
A marketing conversion represents the ultimate goal of a campaign.
Marketing Segmentation
Marketing segmentation has long been a cornerstone of successful marketing strategies. It involves dividing the audience into distinct groups.
Marketing/Advertising campaign
A series of marketing content that share a specific theme or marketing objective. Examples include Black Friday campaigns or product launch campaigns.
Multivariate Testing
Multivariate testing follows the same process as A/B testing, but is designed to compare a higher number of variables simultaneously.

N

Natural Language Processing
Algorithms that help a machine process language or text that is written or spoken by humans.

O

Open-Time Email (OTE)
Enables marketing teams to deploy multiple email body variants through the use of a single embed code and serves personalized content at the moment of open.
Orthogonality
An experimental design principle which states that no one factor being tested can be correlated with any other factor being tested.

P

Personalization
Tailoring a service, product, or communications to accommodate specific individuals.
Personalized Content
When brands use Generative AI to create Variants that are predicted to resonate with each individual based on their behavior and preferences.

R

Response Data
The relevant campaign metrics you’d like to track, such as impressions, opens, clicks, and conversions.

S

Segment
A particular audience group marketers send tailored messages based on certain parameters (e.g., age, gender, geography).
Segmentation
The act of defining different audiences based on the attributes (geography, behavior, etc.) marketers use to group those individuals.
Statistical Significance
Measures the degree of certainty you can have that an observed difference between two test groups is NOT caused by random chance.

T

Third Party Data
Third party data refers to information about a person that has been collected and distributed by external data providers.
Third-Party Data Marketing
When marketers create campaigns using data that is not directly collected by a company to personalize marketing campaigns.
Touchpoint
The discrete parts of a message we are testing, such as the headline, sub-headline, CTA, etc.

U

Unique Views
For each marketing metric (opens, clicks, views of a web page, etc.), a unique metric counts only the first time an individual engages with the content.

W

Website cookies
Small text files made up of data that websites store on browsers.

Z

Zero Party Data
Zero-party data is information that customers explicitly and voluntarily provide directly to companies, such as preferences or feedback.
Zero-Party Data Marketing
When marketers create campaigns using information that customers intentionally and proactively share with a brand.