A - A/B Testing & Analytics 

A method of comparing two versions of a webpage, email, or ad to see which performs better. Testing various approaches (ads, email subject lines, landing page designs) and analyzing the data ensures that strategies are continuously refined for better results.

A - Ad Extensions 

Additional Google Ad info boosting visibility.

A - Attribution Modeling

The framework that determines how credit for conversions is assigned to various touchpoints in the customer journey.
Attribution modeling is the process of identifying and assigning value to the various marketing channels, touchpoints, and interactions that contribute to a customer's decision to purchase a product or service. It helps businesses determine how different marketing activities (such as ads, social media, email campaigns, etc.) influence customer behavior and their path to conversion. By understanding which touchpoints are most effective, companies can optimize their marketing efforts to improve performance and ROI (Return on Investment).
There are several types of attribution models, such as:
● Last-click attribution: Gives all credit to the final touchpoint before the sale.● First-click attribution: Credits the first interaction.● Linear attribution: Distributes credit equally across all touchpoints.● Time-decay attribution: Assigns more value to touchpoints closer to the conversion.
These models help businesses refine their strategies, focusing on the channels that drive the most value.

A - Alt Text: 

Descriptive text for images to improve accessibility and SEO. Alt text (alternative text) is beneficial because it describes the content of an image for users who cannot see it, including those using screen readers, improving accessibility. It also helps search engines understand the context of images, contributing to SEO. By providing a clear description, alt text allows images to rank in image search results, increasing visibility and traffic. Additionally, if an image fails to load, the alt text will appear in its place, giving users context.

A - Above the Fold

Content that is visible on a webpage without scrolling; prime real estate for grabbing attention.

A - Affiliate Marketing

A performance-based marketing strategy where affiliates earn commissions by promoting a business’s products or services.

A - Analytics:

Data collection and analysis to measure the effectiveness of campaigns, website traffic, user behavior, and more.

A - Algorithmic Attribution:

Similar to data-driven attribution, this model uses sophisticated algorithms and machine learning to analyze vast amounts of data and assign value to touchpoints. It’s often more nuanced and adaptable than rule-based models.

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B - Backlinks:

Links from other websites to your own, important for SEO as they indicate authority.

B2B - (Business-to-Business)

Marketing strategies focused on selling products or services to other businesses.

B2C - (Business-to-Consumer)

Marketing aimed at Business-to-business/consumer models.

B - Brand Awareness

The extent to which consumers recognize and remember a brand.

C - Chatbots & Conversational Marketing

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C - CAC (Customer Acquisition Cost)

The total cost required to acquire a new customer, including marketing and sales expenses.

C - Call to Action (CTA)

A prompt that encourages users to take a specific action, such as “Buy Now” or “Sign Up.”

C - Click-Through Rate (CTR)

The percentage of people who click on a link, ad, or email compared to the number who viewed it.

C - Conversion Rate:

The percentage of users who complete a desired action, such as making a purchase or signing up for a newsletter.

C - Conversion Funnel:

Steps guiding a user to a goal.

C - Content Marketing:

Creating and sharing valuable content to attract and engage a target audience.

C - Chatbots & Conversational Marketing

Chatbots on websites or messaging platforms like Facebook Messenger help answer questions in real-time and collect information, guiding potential leads through the funnel faster.

D - Demand Generation:

E - Ecommerce attribution

D - Demand Generation:

Refers to the process of identifying and assigning value to the various marketing channels, touchpoints, and interactions that contribute to a customer’s decision to purchase a product or service online. It helps businesses understand how different marketing efforts influence customer behavior, allowing them to optimize their marketing strategies for better performance and ROI.

E - Ecommerce attribution

E - Email Marketing

Nurturing prospects through email campaigns, offering content or incentives to encourage conversions.

C - CSS (Cascading Style Sheets):

CSS styles HTML elements on web pages, determining layout, colors, fonts, and other visual properties. It provides the framework for a website’s look and feel by targeting specific elements with style rules that control their visual presentation, such as font styles, color schemes, and element positioning.

C - CRO Audit

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C- CRO Benefits

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C - CRO - Conversion Rate Optimization

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C- CRO Ecommerce

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C- CRO Metrics

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C- CRO Program

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C- CRO Glossary

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C - Conversion Rate Optimization (CRO):

Continuously improving landing pages and forms to increase the percentage of visitors who become leads. CRO involves testing different page elements, CTAs (call-to-actions), headlines, and forms to optimize performance.

C - Customer Relationship Management (CRM) Integration

Integrating marketing platforms with CRMs (e.g., Salesforce, HubSpot) ensures that leads are tracked, nurtured, and moved through the sales funnel.

M - Marketing Automation

Tools like e-mailing automate follow-ups, nurturing campaigns, and lead scoring based on actions taken by leads (e.g., email opens, website visits), helping streamline the lead qualification process.

C - CRO Glossary

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C - CRO Tools

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C - Crawler:

Also known as a "spider," a web crawler is a bot operated by search engines to systematically browse and index web content. This indexing enables search engines to organize information, making it accessible in search results based on relevance and content type.

L - Landing Pages

Designing optimized landing pages and forms that capture leads' contact information in exchange for valuable resources or offers.

S - SSL certificate (Secure Sockets Layer) 

SSL is a security protocol used to encrypt the data transmitted between a user's browser and a website's server. It ensures that sensitive information, like passwords, credit card numbers, and personal details, is protected from interception or tampering by unauthorized parties. When a website has SSL, its URL begins with "https://" instead of "http://," and you'll see a padlock icon in the browser's address bar, indicating that the connection is secure.
In addition to improving security, SSL is also a factor in search engine rankings, making it important for SEO.

L - Lead Generation - Digital Marketing:

Lead Generation Digital Marketing refers to strategies and tactics used to attract and capture potential customers (or "leads") for a business through online channels. The goal is to build interest in a product or service and encourage prospects to take actions like filling out a form, subscribing to a newsletter, or requesting more information. 
Lead generation is essential because it drives potential customers into your sales funnel, where they can be nurtured until they're ready to make a purchase.

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F - Forms

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C - Content Offers:

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Developing valuable gated content (e.g., whitepapers, eBooks, case studies, or templates) that users can access in exchange for their contact information is a common way to generate leads.

I - Influencer Marketing:

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Partnering with influencers in your industry can help generate qualified leads by leveraging their audience for exposure, trust, and conversions.

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Specific assets like checklists, webinars, free trials, or consultations offered in exchange for prospect information can dramatically increase lead generation rates.

L- Lead Magnets:

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Retargeting (or remarketing) ads serve tailored ads to people who’ve previously visited your website or engaged with your content, encouraging them to come back and convert.

R - Retargeting Campaigns:

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Platforms like Google Ads and Bing Ads allow businesses to place ads in search results for specific keywords. These ads capture high-intent traffic, typically from users actively searching for solutions.

P - Paid Search (PPC)

Beyond organic posts, paid ads on platforms like Facebook, Instagram, LinkedIn, and Twitter allow businesses to target very specific demographics based on interests, behaviors, and location. Social platforms also offer lead forms directly within the ad, simplifying the process for users.

S - Social Media Advertising:

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Using platforms like Google Ads, Facebook Ads, and LinkedIn to target specific demographics and generate leads through pay-per-click (PPC) campaigns.

P - Paid Advertising:

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T - Target Audience Identification:

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S - Social Media Marketing

Engaging potential customers on platforms like Instagram, LinkedIn, and Twitter to drive traffic and generate leads.

SEO - Search Engine Optimization

Optimizing your website and content to rank higher in search engine results, making it easier for potential leads to find you.

W - Webhooks

Webhooks are automated messages sent from apps when something happens. They have a message—or payload—and are sent to a unique URL—essentially the app's phone 

L - Link disavow

Disavowed links are external website links that a site owner requests search engines to ignore or exclude from influencing their website's rankings in search engine results pages (SERPs).

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A - Attribution for Multi-Channel and Omnichannel Campaigns

● Multi-Channel Attribution: Focuses on understanding how different channels (email, search, social, display ads, etc.) contribute to a customer conversion. Each channel can play a part in influencing the customer, and multi-channel attribution attempts to give each its due credit.
● Omnichannel Attribution: A more advanced form that looks not just at the marketing channels but also at offline interactions (e.g., in-store purchases, customer service calls). This model seeks to unify the offline and online journeys into one continuous story, giving a fuller picture of the customer journey.

B - Backlinks: 

Links from other websites to your own, important for SEO as they indicate authority.

B - B2B (Business-to-Business):

Marketing strategies focused on selling products or services to other businesses.

B - B2C (Business-to-Consumer):

Marketing aimed at individual consumers.

B - Brand Awareness:

The extent to which consumers recognize and remember a brand.

B - Bounce Rate: 

The percentage of visitors who leave a website after viewing only one page.

C - CAC (Customer Acquisition Cost): 

The total cost required to acquire a new customer, including marketing and sales expenses.

C - Call to Action (CTA): 

A prompt that encourages users to take a specific action, such as “Buy Now” or “Sign Up.”

C- Click-Through Rate (CTR): 

The clickthrough rate (CTR) is a metric that indicates how frequently individuals who view your advertisement or free product listing proceed to click on it. It serves as a measure of the effectiveness of your keywords, ads, and free listings.
● To calculate the CTR, divide the number of clicks your ad receives by the number of times your ad is displayed: clicks ÷ impressions = CTR. For instance, if your ad had 5 clicks and 100 impressions, the CTR would be 5%.
● Every ad, listing, and keyword has its own CTR, which can be viewed in your account. A high CTR suggests that users find your ads and listings helpful and relevant. Moreover, the CTR contributes to the expected CTR of your keyword, which plays a role in determining the Ad Rank. It is important to note that what constitutes a good CTR depends on the nature of your advertising and the platforms on which it appears.
● The CTR can be utilized to assess the performance of your ads, listings, and keywords, enabling you to identify areas that need improvement. When your keywords, ads, and listings align with each other and your business, users are more likely to click on your ad or listing after conducting a search using your keyword phrase.
The percentage of people who click on a link, ad, or email compared to the number who viewed it.

C - Content Marketing and SEO: 

Creating valuable, educational, and engaging content that is optimized for search engines. Long-form content, video, and interactive formats (e.g., quizzes, infographics) are key for SEO and engagement.

C - Content-Driven Lead Generation

Regularly producing blog content, optimizing it for specific keywords, and distributing it across platforms helps attract leads organically. Pillar content, pillar pages, and topic clusters further enhance your SEO footprint.

C - Cross-Channel Marketing:

● Definition: Similar to multi-channel but more focused on connecting multiple channels together. It ensures that each channel doesn’t operate in a silo but rather supports the customer journey in a cohesive way. For example, someone who clicks an email link could see personalized content on the website they land on.
● Why It’s Important: It enhances the customer journey by making the experience across channels more interconnected and logical, thus improving the chances of conversion.

C - Content Marketing: 

● Definition: Creating and distributing valuable, relevant, and consistent content to attract and engage a target audience. It often includes blog posts, infographics, videos, whitepapers, and podcasts.
● Why It’s Important: Content marketing helps build trust and authority in a brand. By consistently providing useful information, businesses can generate leads and build loyalty without directly selling.
● Example: A company publishes a series of blog posts educating customers about a specific problem, offering subtle product suggestions within the content.

C - CRM (Customer Relationship Management)

Tailored models that allow marketers to define their own rules for assigning credit, based on what they know about their customer journeys. Custom models can be adapted to fit specific industries, customer behavior, or campaign objectives.
Definition: A system or software that helps businesses manage interactions with current and potential customers. CRM tools track leads, sales interactions, and customer data to streamline communication and improve service.
Why It’s Important: By keeping detailed records of customer interactions, businesses can personalize their marketing efforts, improving conversion rates and customer satisfaction.
Example: Salesforce, HubSpot, and Zoho are popular CRM systems that help businesses automate and organize sales and marketing processes.

C - Custom Attribution:

Tailored models that allow marketers to define their own rules for assigning credit, based on what they know about their customer journeys. Custom models can be adapted to fit specific industries, customer behavior, or campaign objectives.

C - Conversion Rate:

The percentage of users who complete a desired action, such as making a purchase or signing up for a newsletter.

C - Copywriting

● Definition: The art and science of writing persuasive, compelling text (copy) for marketing materials, websites, ads, and other forms of content. Copywriting is designed to persuade the reader to take a specific action, such as making a purchase, subscribing, or signing up for a service.
● Why It’s Important: Good copywriting drives conversions by connecting emotionally with the reader, addressing pain points, and offering clear solutions. It plays a crucial role in content marketing, SEO, and advertising campaigns.
● Example: A landing page might feature concise, impactful headlines with a strong call to action (CTA) like "Get Started Today!" or "Unlock Your Free Trial."

D - Data-Driven Advertising:

Using machine learning and algorithms to optimize ads and campaigns in real-time, ensuring higher conversion rates. Tools like Google Ads, Facebook Ads, and programmatic advertising platforms excel in this area.

D - Data-Driven Attribution (DDA):

Uses machine learning to evaluate the impact of each touchpoint based on actual data. This model adjusts based on user behavior patterns and assigns credit dynamically, often resulting in more accurate insights. Google Ads and other platforms offer this feature. It’s highly effective but requires substantial data to be reliable.

D - Demand Generation: 

Strategies aimed at building awareness and interest in a brand or product to create demand.

D - Direct Mail: 

Offline marketing strategy involving sending physical promotional materials, such as brochures or postcards.

D - Display Ads: 

Online banner ads that appear on websites, often targeting users based on demographics or behavior.

D - Drip Campaign:

A series of automated emails sent to nurture leads over time based on their behavior or interactions.

E - Email Marketing:

Sending targeted emails to build relationships, nurture leads, and promote products or services.

E - Engagement Rate: 

A metric that measures how actively people interact with your content (e.g., likes, shares, comments).

E - Evergreen Content:

Content that remains relevant over time and continually attracts traffic.

E - Experiential Marketing: 

Creating memorable in-person or virtual experiences to engage customers directly with the brand.

F - Frequency: 

The number of times a specific ad is shown to the same audience within a given period.

F - FOMO (Fear of Missing Out):

A tactic used in marketing to create urgency and compel consumers to take action (e.g., limited-time offers).

F - First-Click Attribution:

All credit is given to the first interaction the customer had with the brand. It highlights initial awareness, but it ignores any nurturing or follow-up efforts.

F - Full-Path Attribution (Z-Shaped):

Expands on the W-shaped model by assigning weight to every significant touchpoint along the entire journey, from first awareness to purchase and even post-sale engagement. This is more comprehensive but more complex to manage.

F - Funnel: 

The customer journey from awareness to conversion, often visualized as a funnel with steps like awareness, consideration, and decision.

G - Geotargeting: 

Delivering content or ads based on a user's location.

G - Growth Hacking: 

Rapid experimentation across marketing channels to identify the most effective ways to grow a business.

G - Guerrilla Marketing: 

Low-cost, high-impact marketing tactics that use unconventional means to generate buzz.

H - Hashtag: 

A keyword or phrase preceded by a hash symbol (#), used primarily on social media to organize and discover content.

H - Heatmap: 

A visual representation of user behavior on a webpage, showing areas of high engagement (e.g., clicks, scrolls).

H - Holidays Marketing: 

Seasonal campaigns aligned with holidays like Christmas, Black Friday, or Valentine’s Day, aimed at increasing sales during specific periods.

I - Inbound Marketing: 

Strategies that attract customers by creating valuable content and experiences tailored to their needs (e.g., blogs, SEO, social media).

I - Impressions: 

The number of times an ad or piece of content is displayed to users, regardless of whether they interact with it.

I - Influencer Marketing:

● Definition: Partnering with individuals who have a strong social media following or industry influence to promote a product or service.
● Why It’s Important: Influencers bring credibility and access to niche audiences that brands might struggle to reach through traditional channels.
● Example: A fashion brand collaborates with an Instagram influencer to showcase a new clothing line to their followers.

I - Interactive Content:

Engaging formats like quizzes, polls, or interactive infographics that encourage user participation.

J - Journey Mapping: 

Visualizing the various touchpoints a customer has with a brand throughout their buying process.

J - Joint Ventures: 

Collaborations between two or more businesses to achieve mutually beneficial marketing goals, often seen in co-branded campaigns.

K - KPI (Key Performance Indicator): 

A measurable value that indicates how effectively a company is achieving marketing or business goals.

K - Keyword Research: 

The process of identifying relevant search terms to optimize content for search engines (SEO).

K - Keyword:

a word or phrase that represents the main topic of a web page or content. Keywords are used by search engines to match user queries with relevant information. In SEO, selecting the right keywords is critical for optimizing content and improving a website's visibility in search engine results. Keywords can be short (e.g., “shoes”) or long-tail (e.g., “best running shoes for women”).

L - Last Non-Direct Click Attribution:

This variation of last-click attribution gives all credit to the last touchpoint before any direct traffic visit, useful when a customer goes directly to the website after seeing an ad or email. It avoids over-crediting "direct" traffic.

L - Large Language Model (LLM):

A Large Language Model is an advanced machine learning model designed to process and generate human-like text based on extensive training with vast amounts of textual data. These models power applications such as chatbots, language translation tools, and VA. Leading developers of LLMs include OpenAI, Anthropic, Meta, Groq, and Google.

L - Linear Attribution:

Credit is distributed equally across all touchpoints. This approach values every touchpoint equally but may not reflect the actual importance of each one in driving conversion.

L - Last-Click Attribution:

All credit goes to the final interaction or touchpoint before the customer converts. It's simple but doesn't account for earlier efforts that may have influenced the decision.

L - Landing Page: 

A dedicated page designed to capture leads, usually offering something in return (e.g., a free eBook, a consultation).

L - Lead Generation: 

The process of attracting and converting strangers into potential customers (leads) via tactics like gated content or targeted ads.

L - Lookalike Audience:

A group of potential customers that shares characteristics with your existing audience, often used in online advertising.

L - Long-Tail Keyword: 

A word or phrase that represents the main topic of a web page or content. Keywords are used by search engines to match user queries with relevant information. In SEO, selecting the right keywords is critical for optimizing content and improving a website's visibility in search engine results. Keywords can be short (e.g., “shoes”) or long-tail (e.g., “best running shoes for women”).

M - Marketing Automation:

Software that automates repetitive marketing tasks like email campaigns, social media posts, and lead nurturing.

M - Market Segmentation: 

Dividing a broad consumer or business market into sub-groups based on shared characteristics.

M - Meta Description: 

can vary in length, but Google typically cuts them off around 155–160 characters. It's a good practice to make them long enough to provide helpful information while keeping them concise. 
Descriptions between 50 and 160 characters are recommended to ensure they’re detailed enough yet fit within the space allowed in search results. Aim for clarity and relevance to improve click-through rates.

M - Multichannel Marketing: 

Engaging customers across a variety of channels (email, social media, in-store) to create a unified customer experience.
● Definition: The practice of engaging with customers through multiple channels (e.g., email, social media, websites, in-store, TV, direct mail) to create multiple touchpoints for interaction.
● Why It’s Important: It ensures that a business can reach customers wherever they are, increasing the likelihood of engagement and conversion. It recognizes that customers don't follow a linear path to purchase, interacting with various platforms along their journey.

● Example: A business might promote a product via an email campaign, Google Ads, Facebook posts, and even a physical flyer. Each channel works independently but contributes to the overall customer experience.

N - Native Advertising: 

Ads that blend seamlessly into the surrounding content (e.g., sponsored blog posts or social media ads).

N - Net Promoter Score (NPS): 

A metric that measures customer loyalty by asking how likely they are to recommend your product or service to others.

O - Omnichannel Marketing:

Providing a seamless, integrated experience across all channels and devices a customer interacts with.
Definition: A more integrated and seamless approach than multi-channel, omnichannel marketing creates a consistent brand experience across all touchpoints. It ensures that whether a customer engages with a brand on mobile, desktop, in-store, or through social media, the messaging and experience are aligned and cohesive.
Why It’s Important: Customers expect seamless transitions between different devices and platforms. For example, they might start shopping on a mobile app and finish their purchase on a desktop or in-store. Omnichannel marketing delivers a unified experience, which can increase loyalty and retention.
Example: A customer who browses a product online can receive an email reminder, and when they visit the physical store, their online preferences or abandoned cart details are accessible to the salesperson.

O - Organic Traffic:

Website traffic that comes from unpaid sources, such as search engines or social media.

P - PPC (Pay-Per-Click): 

An advertising model where businesses pay a fee each time one of their ads is clicked, commonly used in search and social media ads.

P - Personalization:

● Definition: Tailoring marketing messages and offers to individuals based on their behavior, preferences, and demographic data. It includes personalized emails, product recommendations, and tailored web content.
● Why It’s Important: Personalization helps build stronger relationships with customers by showing that a brand understands their specific needs, resulting in higher engagement and conversions.
● Example: Netflix’s recommendation engine personalizes content for each user based on their viewing habits.

P - Personalization and AI: 

Tailoring content, offers, and communication to individual user preferences, powered by artificial intelligence and machine learning. This level of personalization enhances customer engagement and loyalty.

P - Programmatic Advertising:

The automated buying and selling of online ads in real-time using software and data.

P - Position-Based (U-Shaped) Attribution:

Places greater weight on the first and last touchpoints, typically assigning 40% of the credit to each, with the remaining 20% distributed evenly among the middle interactions. This model highlights the importance of both introducing and closing a sale.

Q - Qualified Lead: 

A lead that has been vetted or scored and is likely to convert into a paying customer.

Q - QR Code:

A scannable code used in offline marketing to direct users to online content or promotions.

R - Remarketing/Retargeting

● Definition: A form of online advertising that targets users who have previously visited a website but didn’t convert (e.g., make a purchase). These users are served ads across various platforms, encouraging them to return and complete the desired action.
● Why It’s Important: Retargeting helps keep a brand top-of-mind for potential customers, increasing the chances of conversion after they’ve shown initial interest.
● Example: A user who viewed a product on an e-commerce site might see ads for that product on Facebook or in Google search results later.

R - ROI (Return on Investment)

 A performance measure used to evaluate the profitability of a marketing investment.

S - SEO (Search Engine Optimization)

The process of improving your website’s visibility in organic search engine results.

S - Social Proof: 

Using testimonials, reviews, and user-generated content to show potential customers that others have had positive experiences with your product.

S - Smarketing: 

The alignment between sales and marketing teams to achieve shared goals.

S - SEO and Content-Driven Lead Generation

Regularly producing blog content, optimizing it for specific keywords, and distributing it across platforms helps attract leads organically. Pillar content, pillar pages, and topic clusters further enhance your SEO footprint.

S - Sustainability and Ethical Marketing: 

Consumers are increasingly drawn to brands that demonstrate social responsibility. Marketing campaigns focusing on sustainability, ethics, and transparency resonate with today's consumers.

S - Seasonal Marketing: 

● Definition: The practice of aligning marketing campaigns with specific seasons, holidays, or key shopping events to capitalize on increased consumer activity during these periods.
● Why It’s Important: Seasonal promotions and campaigns, such as those for Black Friday, Christmas, Valentine’s Day, or back-to-school, often drive higher sales due to the heightened demand and relevance.
● Example: A retailer launching a "Spring Sale" to clear out winter inventory while promoting new seasonal arrivals.

T - Tactile Branding:

Offline marketing focused on physical brand touchpoints, such as packaging, business cards, or branded merchandise.

T - Target Audience: 

The specific group of people your marketing efforts are directed toward.

T - Touchpoint:

Any interaction or contact a potential customer has with your brand, whether online or offline.

T - Time-Decay Attribution:

Touchpoints closer to the time of conversion receive more credit, while earlier interactions receive less. This model assumes recent interactions are more influential in driving the final decision.

U - USP (Unique Selling Proposition):

The distinct feature or benefit that sets your product or service apart from competitors.

U - User-Generated Content (UGC): 

Content created by your audience, such as reviews, social media posts, or testimonials, which can be used in marketing campaigns.

V - Video Marketing

Using video content (YouTube, social media, website) to promote your product or service and engage customers. Video content, especially on platforms like YouTube, can drive awareness and engagement, ultimately leading to more inquiries and leads. Video can also be used on landing pages, ads, and emails to increase conversion rates.

V - Viral Marketing

Content that spreads rapidly online through social sharing, often due to its emotional appeal or entertainment value.

W - W-Shaped Attribution:

Like the U-Shaped model, but also gives extra credit to the first significant interaction in the middle of the journey, often marking the lead creation or important milestones. It emphasizes three key touchpoints: first interaction, lead conversion, and sale.

W - Web Crawler:

A web crawler or "spider," is a bot is used by search engines to scan and index website content across the entire internet. This process enables search engines to organize web information, helping users find relevant results quickly by content and context.

W - Webinar: 

An online seminar or presentation that educates or engages potential customers, often used for lead generation.

W - Word-of-Mouth Marketing (WOM): 

Promotion that happens organically when satisfied customers recommend your product to others.

X - XML Sitemap:

A file that helps search engines understand and navigate your website, crucial for SEO.

Y - Yield:

A term referring to the revenue generated per customer, often used in email marketing and PPC to evaluate campaign effectiveness.

Z - Zero Moment of Truth (ZMOT):

The moment when a consumer researches a product before making a purchase decision, often online through search engines or reviews.