Where every click is a journey and every impression counts.
The cost to display your ad to 1,000 people, regardless of whether they click it. The advertiser's relationship with a brick wall—you pay to exist, whether anyone looks or not.
A clear instruction telling people what to do next ('Sign Up Now,' 'Buy Today,' 'Learn More'). The moment you stop hinting and start commanding.
The total revenue a customer generates over their entire relationship with a company, minus acquisition costs. The metric that separates sustainable businesses from the ones burning VC money hoping something sticks.
The amount of money an advertiser pays for each click on their ad—the bill arrives one disappointment at a time.
Google's system for handling analytics and advertising when users don't consent to tracking. It measures conversions without personally identifying people.
Someone paid to have loud opinions about stuff on camera or in print, often with minimal actual expertise but maximum confidence. The media's way of turning speculation into 'analysis.'
A lovingly curated list—whether of books, products, or your failures—organized just systematically enough that you can find what you're looking for (or at least convince yourself you tried). The paper version is definitely not obsolete; some of us still enjoy the tactile experience of circling items we'll never order.
The total profit expected from a customer over their relationship with you—the number you use to justify unlimited marketing spend.
Software that unifies customer data from all sources into a single profile—basically corporate stalking but it's legal.
An abrupt, unresolved ending to a TV episode, season, or story that leaves the audience in suspense and eager to find out what happens next. It's designed to keep viewers engaged and ensure they return for the next installment.
A printed or digital book featuring photographs, descriptions, and prices of merchandise available for purchase, typically distributed by mail or online for ordering. A primary shopping method before e-commerce.
The amount you pay per 1,000 ad impressions, or 'the rate at which you hemorrhage money showing ads to people ignoring you.' Mille is Latin for thousand—fancy but depressing.
Software for tracking every interaction with customers so you never forget a detail and can guilt them into buying more.
A visual diagram of every touchpoint a customer experiences from awareness through advocacy. Basically a very expensive flowchart that consultants charge $10K to create.
The price you pay to display an ad to 1,000 people. The 'M' comes from the Roman numeral for 1,000 (mille), because advertisers love making simple concepts unnecessarily complicated.
The total profit a company can expect from a single customer over their entire relationship—your best argument for spending money today.