A Knowledge Hub for Digital Experience Optimization

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



  • 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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  • 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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  • 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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  • 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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  • 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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  • Form

    Learn everything you need to know about forms


  • 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


  • 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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  • Heat Map

    Learn everything you need to know about heat map

  • Headless Personalization

    Learn everything you need to know about headless personalization


  • 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

    Learn everything you need to know about internationalization

  • Individualization

    Learn everything you need to know about individualization


  • 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

    Learn everything you need to know about lean hypothesis testing


  • 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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  • 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

  • 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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  • Psychographic Segmentation

    Learn everything you need to know about psychographic segmentation

  • Personalization Maturity Model

    Learn everything you need to know about personalization maturity model

  • Privacy

    Learn everything you need to know about privacy


  • Quantitative Data

    Numerical data to gain insights into a given population

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  • Qualitative Data

    Data that captures people's opinions, attitudes, behaviors, and beliefs

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  • Qualified Lead

    Learn everything you need to know about qualified lead


  • 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

    Learn everything you need to know about rule-based personalization

  • Real-Time Personalization

    Learn everything you need to know about real-time personalization

  • Referral Traffic

    Learn everything you need to know about referral traffic

  • Rich Text

    Learn everything you need to know about rich text



  • 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 Flow

    Learn everything you need to know about user flow

  • User Engagement

    Learn everything you need to know about user engagement

  • Unified Profile

    Learn everything you need to know about a unified profile


  • Viral Content

    Get your content shared rapidly and widely by users

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  • Variation

    Learn everything you need to know about variation

  • Video Personalization

    Learn everything you need to know about video personalization


  • Webhooks

    Allow applications to subscribe to events

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  • Web Push Notification

    Allow websites to send messages directly to a user's device

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  • Web Personalization

    Learn everything you need to know about web personalization

  • Web Optimization

    Learn everything you need to know about web optimization


  • Zero-Party Data

    Customer data that is willingly and voluntarily shared with an organization

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