EMGlossary

Also referred to as split testing, it is a testing method that requires the comparison of a control sample versus a series of single-variable test samples. It is commonly used to assess tactics such as banner ads, landing pages and email in order to improve response rates.

The number of visitors who leave a conversion process on a website such as filling out a form halfway and never returning.

Individuals visiting a website within a specific time period. Each visitor is counted once and classified as either “first time” or “prior visitor.”

A page displayed after a specific action is completed on a website such as a “receipt” or “thank you” page.

The process of attracting visitors to a website through the use of different marketing strategies.

Information that can be used in any way such as allowing you to make a decision.

A web server technology used to create dynamic content for a web page executed on a Microsoft server.

A software or service used to remove advertising content on a user’s web browser.

The act of clicking on an advertisement, which in turn redirects the visitor to another site.

A custom inquiry designed for a specific purpose and cannot be determined prior to the moment the query is issued.

The number of click-throughs divided by the number of ad impressions.

A company that serves as a broker for websites seeking to host advertisements with advertisers seeking to run advertisements.

A process of measuring advertising effectiveness in which a sample of respondents are exposed to an ad, and then at a later date, are asked if they can recall it.

The viewing of an advertisement on a web page by a member of its audience.

A unique online identifier typically used for websites and email.

An advertiser-supported software that automatically displays advertisements upon installation or while an application such as peer-to-peer file sharing is in use.

An online marketing practice in which a business rewards an affiliate for driving traffic or generating a sale brought about by the affiliate's marketing efforts. In turn, the affiliate receives compensation based on performance measures. Popular terms associated with this type of marketing are pay per click, pay per lead and pay per sale.

An intermediary between merchants and affiliates that allows affiliates to advertise the merchant’s products in exchange for commission. The affiliate network benefits both parties, in which the merchant reaches a broad network of affiliates and the affiliate does not have to meet a sales quota.

The act of selling products or services to customers according to their consistent buying patterns.

Recording the activity path of a visitor on a website after they have clicked a link.

A summary of data collected and reported together rather than individually.

Text that is displayed in lieu of an image failing to upload on a browser.

A tool that makes Internet activity untraceable by hiding a user’s Internet Protocol (IP) address.

A software component often used by browsers to automatically display animation or perform user-requested database queries.

A product or object produced or modified by a human-being. In HCI or Interact Design, the term is commonly used as a reference to a tool.

The width-to-height ratio of a photograph, video frame or computer monitor or screen.

The reduction in the number of customers over time.

The process by which the identity of a user accessing a network is verified, usually by username and password identification.

The use of IT solutions to automate marketing processes ranging from marketing planning and budgeting to campaign and brand management and materials development.

The graphical representation of an individual user, usually in a computer game, forum, online community or other virtual world.

The average of a visitor’s total monetary value of past orders during the reporting period.

A way of measuring the visit quality by users. A high number indicates that visitors are interacting extensively with your site, suggesting appropriately targeted traffic and high quality traffic.