Where every click is a journey and every impression counts.
In marketing analytics, the act of giving credit to specific touchpoints in a customer's journey for making them finally open their wallet. It's like trying to determine which of your 47 advertisements actually convinced someone to buy, except everyone on your team has a different answer. Attribution modeling is where data science meets office politics.
The scientific method of showing two versions of something to see which one sucks less. It's like asking your mom and your friend which outfit looks better, except with statistically significant sample sizes and far less emotional damage.
The mean time users spend on your website before leaving or falling asleep, whichever comes first. A vanity metric that correlates with engagement unless your site is just really confusing.
A psychological pricing tactic where an initial high price makes subsequent prices seem more reasonable by comparison. It's why software shows you the $999/month enterprise plan first, making the $99/month option feel like a steal.
The practice of directing your marketing efforts, messaging, or campaigns toward a specific audience segment with surgical precision—or at least the intention to do so before analytics reveal you missed wildly.
Selling products by associating them with the lifestyle customers want rather than the one they have, dangling the carrot of a better version of themselves. The reason luxury brands show yachts instead of minivans.
An advertisement disguised as editorial content, wearing a journalistic trench coat to sneak past readers' skepticism. The chameleon of marketing that makes disclosure labels work overtime.
The total revenue opportunity for a product within a specific segment, subdivided into TAM (total), SAM (serviceable), and SOM (serviceable obtainable). The pie chart that looks progressively more depressing as you divide it.
The act of broadcasting information about goods and services with the persistent energy of a door-to-door salesman who's discovered social media. It's the continuous cycle of creating awareness through paid channels, organic content, and those weirdly targeted ads that make you wonder what algorithm knows about you.
To shout about your product/service/existence into the void of human consciousness with the faint hope that someone might actually care. The fine art of convincing people they need something they didn't know they wanted, using psychology, repetition, and enough dopamine triggers to make a lab rat blush.
The tendency to overcredit one marketing channel while ignoring others' contributions. It's confirmation bias's sleazy cousin who always shows up to steal the spotlight.
The words in your advertisement—text trying to convince people they need something they didn't know existed.
The same people appearing in multiple audience segments—the uncomfortable realization that you're targeting recycled prospects.
The total amount of money thrown at advertising—basically your marketing budget burning in real-time.
A professional manipulator of mass consciousness who gets paid to make you emotionally invested in purchasing decisions you didn't know you needed to make.
A paid message designed to convince you that you desperately need something you probably don't—weaponizing psychology, humor, and celebrity endorsements to make 'buy this' sound like 'this will change your life.' Surprisingly, it works often enough to fund the entire internet.
The concept that human attention is a scarce resource that competing ads fight over—making advertising increasingly expensive just to be noticed.
Google's targeting option for people with demonstrated interests in specific topics. Less creepy than behavioral targeting, only slightly.
Measuring whether people actually looked at your ad beyond just loading—eye-tracking for digital advertising.
A strategy where you target high-value accounts with personalized campaigns, treating major customers like the celebrities they are.
The portion of a webpage visible without scrolling, borrowed from newspaper terminology to describe content that's guaranteed to be seen by 23% of visitors.
A type of educational television film or episode, particularly popular from the 1970s-1990s, that addressed serious social issues like drug use, bullying, or suicide in a straightforward, moralistic manner intended for young viewers.
A paid advertisement, typically a short promotional message designed to persuade viewers or readers to buy a product, use a service, or take an action.
The practice of showing version A to half your audience and version B to the other half, then declaring one 'winner' with 85% statistical confidence.