Knowledge Center

EMGlossary

A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z

Sampling: The process of selecting units of a population that will be used to yield knowledge about the larger population.

Scalability: The capacity of a system, network or process of keeping pace withchanges and growth in cost-effective increments without impactingoverall performance.

Scenario Analysis: A report showing the different activity levels at each step in a defined scenario and conversion rates for each transition.

Screen Colors: The different possible colors that can be viewed on a computer screen.

Screen Resolutions: Refers to the sharpness of your computer screen. The greater the resolution, the better the picture quality will be.

Search Engine: A software program used to help users find and retrieve information on the internet.

Search Engine Marketing: The process of marketing a website on search engines with the goal of improving its ranking in order to promote visibility and boost customer traffic.

Search Engine Optimization: The process of improving the volume and quality of traffic to a website through targeted keywords via organic searches.

Search Terms: Also known as keyword phrases, keywords or queries, these are words used in performing a search to reach your site.

Segment: A grouping of visitors that are defined by website activity, used as a means to target them effectively.

Sell-Through Rate: The percentage of ad or product inventory sold.

Server: A computer that provides network services available to anyone accessing the internet.

Server Error: A fault occurring on the server.

Session: A continuous period of time in which one visitor is browsing through a web site within the same server or domain.

Sessionization: The process and methods used for creating a session.

Short Code: Special telephone numbers that, when used in conjunction with akeyword, can be sent as SMS or MMS messages from mobile phones. Shortcodes are five or six digits in the United States. In the example“Text STOP to 45234,” “45234” is the short code and “STOP” is thekeyword. Short code is also known as Common Short Code (CSC).

Short Message Service (SMS): A communications protocol that allows for the sending and receiving oftext between mobile phones. Also referred to as a text message, SMSmessages are usually limited to 160 characters.

Site Map: A document that serves as a hierarchical visual model of the variouswebpages belonging to a website and how they link to each other.

Sniffer: A software program that monitors network traffic and detects capabilities of the user's browser.

Social Media: The category of media based on user participation and developed byconsumers such as social networks, online communities, message boards,forums, websites, blogs, podcasts and more.

Social Network: Websites designed to create online communities and to promoteinteraction among individuals or groups who share common interests andgoals.

Spam: Unsolicited bulk or junk email

Splash Page: The preliminary page that the user sees first before being redirected to the main content of the website.

Spider: An electronic bug that prowls the internet looking for publicly accessible resources to be stored in a database.

Strategic Planning: The decision-making process that involves determining the stepsrequired to reach a short- or long-term objective and the allocation ofthe available capital and human resources.

Streaming Media: The audio-visual content that is played as it is being downloaded to the end-user’s streaming provider.

Stock Keeping Units (SKU): A unique identifier of a product that is used in tracking, budgets, merchandising and planning.

Submission: The process of registering a website’s content to a search engine or directory.

Suffix: The last part of a domain name used to recognize the location of a site or the type of organization.