Noordhoff Uitgevers

Digital Marketing Fundamentals - 1st edition 2018


Choose method

Show terms
Show definitions


Begin
A/B testing
Flip over
A form of split testing, used for comparing the response to 2 variants of, for example, a web page, advertisement or email, in order to increase the effectiveness (such as the conversion rate).
Flip over
Abandonment rate
Flip over
The percentage of visitors who fail to complete a step in the ordering process.
Flip over
ABC model
Flip over
Digital analytics model that examines the marketing funnel from bottom to top by looking at conversion (C) first, then behaviour (B) and finally the (acquisition) channels (A).
Flip over
Acquisition costs
Flip over
Cost per click or impression.
Flip over
Actionable insights
Flip over
Discerning conclusions drawn from analyses that are then developed into actionable items relevant to specific areas for improvement.
Flip over
Amplification rate
Flip over
How often something is retweeted (Twitter), shared (Facebook) or similarly forwarded via social media.
Flip over
App analytics
Flip over
Measuring, reporting and analysing data for the purpose of gaining insight into the effectiveness of apps.
Flip over
App-installs
Flip over
The number of times an app is installed.
Flip over
Applause rate
Flip over
How often something receives a 'like', '+1' or a similar appraisal on social media.
Flip over
Assisted conversions
Flip over
Key figures in Google Analytics that show which online channels played a role in the preliminary stage of the conversion.
Flip over
Attribution models
Flip over
Models for determining which traffic source conversions will receive ‘credits’ for conversions. This means that instead of assigning a conversion to a single traffic source, you may also assign it to several sources. Also referred to as: conversion attribution models.
Flip over
Attrition
Flip over
Measured over a fixed period of time, this describes the phenomenon of previously active customers who cease to be active.
Flip over
Bounce rate
Flip over
The number of people exiting the site from the page on which they initially landed, compared to the number of people who stay on the site.
Flip over
Cart abandonment rate
Flip over
The percentage of visitors who add something to their shopping cart, but then fail to complete the order.
Flip over
Check-out abandonment rate
Flip over
Percentage of visitors that place an order, but do not complete the full ordering process.
Flip over
Churn
Flip over
Leaving customers.
Flip over
Click rate
Flip over
The number of clicks on an email, advertisement or other expression in relation to the number of impressions of this expression.
Flip over
Content Engagement Index
Flip over
Index that provides insight into the extent to which your content has reached your target audience and achieved engagement.
Flip over
Conversion attribution
Flip over
Method for determining which traffic source conversions will receive ‘credits’ for conversions. This means that instead of assigning a conversion to a single traffic source, you may also assign it to several sources.
Flip over
Conversation rate
Flip over
The number of responses to an organisation’s message.
Flip over
Costs per contact
Flip over
The marketing expenses over a period per obtained visitor.
Flip over
CPC
Flip over
Cost per click. Fee per click.
Flip over
CPM
Flip over
Cost per mille. Fee per 1,000 impressions.
Flip over
CPO
Flip over
Cost per order. Reimbursement per order.
Flip over
CPS
Flip over
Cost per sale. Reimbursement per product sold.
Flip over
Dashboard
Flip over
Visual representation of an organisation's key performance indicators.
Flip over
  out of