A Knowledge Hub for Digital Experience Optimization

Our glossary is a knowledge hub for the most commonly used personalization, experimentation, and experience optimization terminology


  • API (Application Programming Interface)

    Learn everything you need to know about APIs

  • Audience Segmentation

    Learn the who, what, and why of audience segmentation

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  • Atomic Content

    All content can and should be treated as a discrete piece of data - an "atom"

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  • Ad Personalization

    Tailor ads to individual users based on their personal characteristics and preferences

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  • Account-Based Personalization

    Take your account-based marketing strategy to the next level with personalization

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  • API-First Headless CMS

    Learn everything you need to know about API-first headless CMSs

  • Active User

    Users who actively use your product or services

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  • Above the Fold

    This area is the "prime real estate" because it's the first thing visitors see when they land on a site

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  • Artificial Neural Network

    Computational models inspired by the biological neural networks found in the human brain

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  • Automation Bias

    Tendency to rely too heavily on automated systems, even when they provide incorrect information

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  • Affinity-Based Recommendations

    Utilize consumer behavior data to make personalized suggestions for products or services

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  • Behavioral Segmentation

    Identify and target groups of consumers with similar buying patterns or behavior

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  • Bucket Testing

    Ensure that you're providing the best possible experience for your users

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  • Bounce Rate

    Improve your website's performance by understanding your bounce rate

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  • Bottom of the Funnel

    The bottom of the funnel is often referred to as the "point of purchase"

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  • Bayesian

    Bayesian methods allow to combine prior knowledge about a problem with new data

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  • Behavioral Personalization

    Behavioral personalization can create a more seamless and engaging experience

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  • B2B Personalization

    Discover why B2B personalization is the key to making your content work for you

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  • Big Data Analytics

    Analyze large data sets to uncover patterns, trends, and other insights

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  • Below the Fold

    Content that is positioned below the horizontal fold line on a page

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  • Brand Engagement

    Level of interaction and connection that a customer has with a brand

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  • Behavioral Targeting

    Process of displaying relevant content, offers, and ads based on previous browsing behavior

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  • Cookieless Personalization

    Stay ahead of the curve and keep your personalization and advertising efforts going strong

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  • Composable Commerce

    Have the flexibility to choose the individual components that best meet your needs

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  • Customer Data Platform (CDP)

    Enable your business to unify customer data from multiple sources

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  • Customer Relationship Management

    Keep track of sales, marketing, and customer service interactions

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  • Content Management System

    A CMS provides an easy-to-use interface for creating and editing content

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  • Contextual Relevance

    Create content that is not only relevant to your audience, but also timely and useful

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  • Competitive Marketing

    Have a clear understanding of your competitors in order to be more successful

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  • Content Delivery

    Content delivery is the process of delivering content to an audience

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  • Content Recommendation Engine

    Analyze a user's activity and determine which content to recommend to them

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  • Conversion Rate Optimization (CRO)

    Increase the percentage of website visitors who take the desired action

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  • Content Personalization

    Learn everything you need to know about content personalization

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  • CRM Personalization

    Use customer relationship management (CRM) data to tailor interactions with individual customers

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  • Customer Journey Mapping

    Create a visual representation of the steps your customers take to interact with your business

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  • Composable Personalization

    Learn everything you need to know about composable personalization

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  • Content Management Platform

    Learn everything you need to know about the content management platform

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  • Content Federation

    Combine content data from different sources and backends into a single repository using APIs

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  • Customer Experience Management

    Design and respond to customer interactions to create a positive impression of your brand

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  • Content Intelligence

    Understand and analyze the data contained within the content

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  • Content Modeling

    Learn everything you need to know about content modeling

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  • Composable Architecture

    Learn everything you need to know about composable architecture

  • Composable DXP

    Learn everything you need to know about composable DXP

  • Customer Journey Orchestration

    Coordinate customer interactions across multiple touchpoints in order to create a seamless, personalized experience

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  • Control Group

    Provide a baseline against which to compare the experimental group results

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  • Customer Churn

    Learn everything you need to know about customer churn, also known as customer attrition

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  • Conversion Attribution

    Assign credit for a conversion to the touchpoints that played a role in influencing the sale

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  • Cohort Analysis

    Track and measure progress and performance of customer cohorts over time

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  • Customer Profile

    Description of a customer based on data and analytics

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  • Customer Lifetime Value

    Metric that represents the total value of a customer to a business

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  • Continuous Delivery

    Software development practice where code changes are continuously tested and deployed to production at any time

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  • Continuous Integration

    Regularly integrate code into a shared repository

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  • Client-Side Testing

    Testing of a website or application on the client's browser

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  • Customization

    Allow individuals to make choices in designing their own experiences or products

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  • Content Hub

    Easily navigate and discover relevant content on a specific topic

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  • Content Management Infrastructure

    Technology, processes, and people that support the creation, management, delivery, and governance of digital content

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  • Content as a Service (CaaS)

    Organize structured content into feeds that can be easily used by other parties

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  • Content Optimization System

    Analyze and improve the quality of online content

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  • Crowdsourced Content

    Gather information from a large group of people

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  • Content Lifecycle Management

    Process of planning, creating, storing, archiving, and deleting content that is used within an organization

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  • Conversational Apps

    Programs designed to simulate human conversation in order to provide automation

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  • Content Marketing Platform

    A tool that helps businesses create and distribute high-quality content to engage their target audience

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  • Data Quality

    In order to make smart business decisions, you need accurate and high-quality data

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  • Demographic Segmentation

    Identify your ideal customers based on demographic data

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  • Dynamic Content

    Present the same piece of content differently to different people

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  • Data Governance

    It includes everything from how data is collected and stored to how it is used and shared

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  • Digital Asset Management (DAM)

    It helps ensure that digital content is well-organized, accessible, and secure

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  • Dynamic Ads

    Dynamic ads can target specific demographics, interests, or even individual users

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  • Dynamic Website Personalization

    Tailor a website's content and design to fit each visitor's individual needs and preferences

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  • Data Enrichment

    Add additional information to data that already exists

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  • Digital Customer Experience (DCX)

    Learn how to transform your business with the power of digital customer experience

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  • Data Activation

    Turn raw data into actionable insights that can be used to inform marketing strategy and drive business decisions

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  • Demand Forecasting

    Learn everything you need to know to estimate future demand for a product or service

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  • Data Lake

    Dive into everything you need to know about data lakes

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  • Data Warehouse

    Find out everything you need to know about data warehouses

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  • Data Vault

    Everything you need to know about data vault technology

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  • Data Sharing

    Make it easier for others to use the data or to allow others to contribute to it

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  • Data Management Platform

    Learn everything you need to know about the data management platforms

  • Decoupled CMS

    Separate the presentation and data layers of your website or application

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  • Digital Content Delivery Platform

    A tool that allows you to distribute and deliver digital content to your users

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  • Digital Content Management

    Process of creating, organizing, storing, and distributing digital content in a way that maximizes its value

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  • Digital Experience Platform (DXP)

    Learn everything you need to know about digital experience platforms (DXP)

  • Data Service Provider (DSP)

    Intermediaries between businesses and consumers, providing a range of services to facilitate the transfer of data

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  • Deep Learning

    A type of machine learning algorithm that uses complex neural networks

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  • Experience Design

    Creating a positive and seamless experience for users is essential

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  • Explicit Data

    Information that is explicitly stated or revealed

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  • Email Marketing Automation

    Automatically send and manage email campaigns

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  • E-commerce Personalization

    Create a more personalized shopping experience for your customers

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  • Email Marketing Personalization

    Tailor your email communications to each subscriber's specific needs and interests

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  • Enterprise Commerce

    Buying and selling of goods and services online on an enterprise level

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  • Experience Optimization

    Create a customer experience that will keep them coming back for more

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  • Email Service Provider (ESP)

    Ensure that your email campaigns are effective and efficient

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  • Event Data (Events)

    Gain valuable insights into the activities and behaviors of your customers

    Event Data - Glossary
  • Experience Management

    Concept that focuses on the customer's experience with a company or brand

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  • Evergreen Content

    A type of content that remains relevant and useful to your audience for a long time

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  • ETL (Extract Transform Load)

    Process of extracting data from various sources and transforming it into a format that can be loaded into a database

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  • Experience Architecture

    Design a digital experience architecture to create a positive impression of your brand

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  • Experience Layer

    Learn everything you need to know about the experience layer of the composable MACH architecture

  • Exit Intent

    A marketing strategy that allows businesses to capture the attention of potential customers who are about to leave

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  • Experiential Marketing

    A powerful way that businesses can use to connect with their customers on a deeper, more personal level

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  • First-Party Data

    Data that a company collects about its own customers

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  • Firmographic Segmentation

    Learn how to use firmographics to gain a deeper understanding of your customers

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  • Firmographic Personalization

    Tailor content and marketing messages to a specific company or organization

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  • Feature Test

    Test multiple variations of a feature to deliver the best possible user experience

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  • Form

    Learn everything you need to know about forms

  • Feature Flag

    Learn everything you need to know about feature flag

  • Feature Rollout

    Learn everything you need to know about feature rollout


  • Geographic Segmentation

    Divide customers into distinct geographic units, such as regions, counties, or cities

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  • Geographic (Geo-Localized) Personalization

    Tailor your content and experiences to a specific geographic location

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  • GDPR

    Learn everything you need to know about GDPR

  • GraphQL

    Learn everything you need to know about GraphQL

  • Git-Based CMS

    Learn everything you need to know about git-based CMS

  • Growth Hacking

    Learn everything you need to know about growth hacking

  • Geo Targeting

    Learn everything you need to know about geo targeting


  • Headless CMS

    Decouple the back-end from the front-end

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  • Hyper-Segmentation

    Divide the market into smaller, more manageable segments

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  • Hyper-Personalization

    Use technology to personalize content and messages to an individual level

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  • Headless Commerce

    Power any type of digital e-commerce experience, whether it’s a website, a mobile app, or something else

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  • Headless Personalization

    Deliver personalized content to users without using a traditional CMS

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  • Hero Image

    Grab visitors' attention and give them an idea of what the site is about

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  • Headline Testing

    Learn everything you need to know about headline testing

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  • Heat Map

    Learn everything you need to know about heat map


  • Implicit Data

    Data that is generated based on our interactions with devices and online services

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  • Ideal Customer Profile

    Create a detailed description of your perfect customer

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  • Intent Data

    Understand the person's or organization's buying intentions

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  • Image Personalization

    Automatically generate tailored variations of an image for each user

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  • Internationalization

    Ensure that your content is accessible to a global audience

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  • In-App Messaging

    Deliver information or prompt users to take action within the app

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  • Incremental Revenue

    Additional revenue that is generated from new or existing customers

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  • Individualization

    Create experiences tailored to the specific needs and wants of an individual customer

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  • Localization

    Adapt a product or content to a specific market or locale

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  • Landing Page Optimization

    Make a good first impression and optimize it for conversions

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  • Lookalike Audience

    Group of people who share similar characteristics with your current customers

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  • Lead Enrichment

    Add additional data points to a lead in order to better qualify or target the lead

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  • Likelihood to Purchase

    Find the probability that a customer will buy a product or service

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  • Lean Hypothesis Testing

    Reduce the amount of time and resources that are needed to test a hypothesis

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  • Marketing Automation

    Improve your marketing efficiency and effectiveness with automation

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  • Marketing Technology Stack

    Combination of marketing technology tools and platforms that work together

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  • Marketing Qualified Lead

    Contacts that have been identified as having a higher likelihood of becoming customers

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  • MACH Architecture

    Everything you need to know about MACH architecture

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  • Multichannel Marketing

    Use multiple channels to reach and engage with your customers

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  • Middle of the Funnel

    It's where you need to speak to your potential customers' specific needs and pain points

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  • Micro Segmentation

    Divide the market into very small, distinct groups based on shared characteristics

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  • Micro Conversion

    Specific actions that a website visitor takes that indicate interest in your product

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  • Multichannel Personalization

    Create personalized customer experiences that meet the customer's needs at multiple touchpoints.

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  • Macro Segmentation

    Identify large groups of people with similar characteristics

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  • Macro Conversion

    A major goal that a website or app visitor completes

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  • Multivariate Testing

    Test different combinations of elements on your website or other marketing materials

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  • Omnichannel Marketing

    A holistic approach to marketing that considers all touchpoints a customer has with a company

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  • One-to-One Personalization

    Tailor messages and offers to meet the specific needs of an individual customer

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  • Omnichannel Personalization

    Learn everything you need to know about omnichannel personalization

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  • Offsite Data

    Learn everything you need to know about offsite data

  • Optimization

    Learn everything you need to know about optimization

  • Onsite Data

    Learn everything you need to know about onsite data


  • Personalization

    The ultimate guide to getting started with personalization

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  • Personalization Engine

    Analyze customer data and produce individualized recommendations

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  • Persona

    Create a semi-fictional representation of your ideal customer

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  • Personalization Maturity Model

    Learn everything you need to know about personalization maturity model

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  • Psychographic Segmentation

    Divide consumers into groups based on shared psychological characteristics

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  • Predictive Personalization

    Use data and analytics to anticipate what a customer wants or needs

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  • Price Personalization

    Tailor your prices to each individual customer

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  • Privacy

    Learn everything you need to know about privacy


  • Real-Time Marketing

    Create a connection with customers that is relevant and timely

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  • Recommendation Engine

    Use algorithms to predict what your customers might want to buy

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  • Rule-Based Personalization

    Automate processes by using pre-defined rules or "if/then" statements

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  • Real-Time Personalization

    As soon as someone visits your website, serve personalized content

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  • Referral Traffic

    The traffic comes from other sources that link to your site

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  • Real-Time Website Personalization

    Learn everything you need to know about real-time website personalization

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  • Rich Text

    Learn everything you need to know about rich text


  • Split Testing

    Method of comparing two versions of a webpage or app to see which one performs better

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  • Service Personalization

    A tailored, individualized approach that businesses use to deliver their services

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  • Sales Funnel

    A process that businesses use to guide their customers toward making a purchase

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  • SMS Marketing

    Use text messages as a way to communicate with customers

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  • Sales-Led Growth

    A marketing strategy that involves using sales and other revenue-generating activities to drive overall business growth

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  • Serverless CMS

    A type of CMS that uses serverless computing to manage and store website content

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  • Triggered Email

    Automatically sent emails to a recipient based on their interactions with your brand

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  • Transactional Email

    Automated and triggered emails by some sort of action that the recipient has taken

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  • Transcreation

    The words "translation" and "creation" are combined to make the word "transcreation”

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  • User Journey Map

    Visualize the steps a user takes to complete a task

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  • Unstructured Data

    Information that doesn't have a predefined format or structure

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  • User Engagement

    Measure how often users interact with your content, product, or service

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  • User Flow

    Map out the specific steps that a user takes to complete a task

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  • Unified Customer Profile

    Have a 360-degree view of a customer that includes all their relevant data points in one place

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  • Unique Customer Identifiers (UID)

    It is important to ensure that each customer is given a unique identifier to provide the best possible experience

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  • UTM Parameter

    Tags that you add to the end of a URL to track specific metrics in Google Analytics

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  • Unique Visitor

    The number of distinct individuals visiting a site over a given period

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  • Zero-Party Data

    Customer data that is willingly and voluntarily shared with an organization

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