Where every click is a journey and every impression counts.
Marketing touchpoints occurring outside traditional tracking channels (dark social, word-of-mouth, offline conversations) that influence conversions but remain invisible to analytics. The conversion credit you'll never get.
Statistical characteristics of a population (age, gender, income, location, education) used to define and target audience segments. The lazy marketer's first attempt at precision.
A geographic region defined by TV market reach—now used for targeted advertising to reach people in specific cities or regions even if they can't see your ads on TV.
Connecting online and offline user data using logged-in identifiers rather than probabilistic guessing—basically asking people who they are instead of playing statistical poker.