Merke1: die Marketizr Karte und also auch das Marketizr Glossar sind auf Englisch 🙂
Merke2: die Buchstaben-Nummer Codes am Ende jeder Erklärung sind Koordinaten-Angaben innerhalb der Marketizr Karte
MARKETIZR GLOSSARY
2FA: Two Factor Authentication – a method to enhance the security of a sign in process by giving proof of identity in two ways. B5
ACD: Automatic Call Distributor – Telephone facility that manages incoming calls and handles them based on the number called and an associated database of handling instructions. C16
ACF: Automatic Collaborative Filtering – Matchmaking via Peer Group Comparison. K7
Acquisition Cost: Calculation that determines the value of a given promotional effort over a given period of time. N9
ActiveX: A set of “strategic” object-oriented programming technologies and tools. The main thing that you create when writing a program to run in the ActiveX environment is a component, a self-sufficient program that can be run anywhere in your ActiveX network (currently a network consisting of Windows and Macintosh systems). ActiveX is Microsoft’s answer to Java. I16
ActiveX Control: Component program object that can be re-used by many application programs within a computer or among computers in a network (roughly equivalent to a Java Applet). H16
Advertorial: Editorial content written by a marketer (also see Native Advertising). N6
Advergame: Advertising message is spread via (free) online game. D4 , N6
Affiliate Marketing: Programs for (registered) partners to advertise the companies products & services and receive a commission for every referred sale. M13
AI: Artificial Intelligence – Tool/software/machine that facilitates, assists in or even takes over digital work streams, fueled by self improving algorithms and vast knowledge building. C6, C10
Amazon Basket: Program by X (formerly Twitter) that enables users to place a product wiith hashtag #AmazonBasket directly into the shopping cart of Amazon. o12
ANI: Automatic Number Identification – a service that provides the receiver of a telephone call with the number of the calling phone. C16
ASP: Active Server Page – web page that contains a script that is interpreted by a script interpreter (such as VBScript) before the page is sent to the user. H15
API: Application program interface – specific method prescribed by a computer operating system or by an application program by which a programmer writing an application program can make requests of the operating system or another application.L15-16, K16
ARGD: Automated Rule Generation Degree. H0
ASCII: American Standard Code for Information Interchange. H12
Audiences: A target group of potential or existing customers, that are (probably) interested in the offered product or service. M11
Banner: Advertising image/graphic image that announces the name or identity of a site. N6
Batch: A batch job is a program that is assigned to the computer to run without further user interaction. P1
Beacon: Powered by bluetooth low energy the beacon technology is able to locate customers within a store and send them (personalized) information and offers to their mobile phone. R13
Blog Marketing: Placing branding or advertising messages via third party blogs. N10
Buy Button: Shop solution for social media like Facebook, Pinterest, etc., so that users can order directly within social media. O12
Buyer Persona: Archetypal modeled representations of who buyers are, what goals drive their behavior, how they think and buy, and why they make buying decisions. G5
C: Structured, procedural programming language that has been widely used both for operating systems and applications. H16
C++: object-oriented programming language that is viewed by many as the best language for creating large-scale applications. Superset of C. H16
C#: Object-oriented programming language, which aims to combine the computing power of C++ with the programming ease of Visual Basic. H16
CE CE is a mandatory conformity marking for certain products that are sold within the European Economic Area. CE stands for Communauté Européenne., the french expression for European Union.
CAPTCHA: Stands for “Completely Automated Public Turing test to tell Computers and Humans Apart” – It is a system for checking that a human and not a machine is using a computer (AI might kill this test tool).
CASE: Computer-assisted Self-explication. Direct questioning of user in order to define preferences. K6
CD: Corporate Design. N5
CDP: Customer Data Platform – One-place System to store and manage/update/segment all lead and customer data. F11
CGI: Common gateway interface – a standard way for a web server to pass a web user’s request to an application program and to receive data back to forward to the user. I14
CI: Corporate Identity. N5
Cipher suite: A set of cryptographic algorithms to help enable securing a network connection by encrypting the messaging between clients/servers and other servers. F14
CLF: Common Log Format. G14
Cluster Analysis: Records are grouped together in order to predict. F6
Code Inspector: Testing tool, that checks the static source code of one or several system software.
Collaborative Filtering: The technique Collaborative Filtering automatically retrieves and filters documents/products/services by considering the recommendation or feedback given by other users to the document/product/services. K7
COM+: Extension of Component Object Model (COM), Microsoft’s strategic building block approach for developing application programs. Seen as an equivalent to Enterprise JavaBeans (EJB). H16
Connect Rate: Measures the number of people who click on a banner or link and then succesfully land on the targeted page. N9
Cost-per-Order Model: Fulfillment arrangement with logistic provider where the logistics service provider is paid a fix fee for every order, covering a determined set of services he provides for every order. C14
Coupon Management: With unique coupon codes for price discount or special give away for sales you can identify the campaign effectiveness as well allure new customers, reward loyalty or stimulate special sellling actions (clearance sale for example). O8
CORBA: Common Object Request Broker Architecture – architecture and specification for creating, distributing, and managing distributed program objects in a network. I15
CPT: Click Per Thousand or Cost Per Transaction. J9
CPEX: Customer Privacy Exchange. G14
CPV: Click Per Visit. I10
CMP: Consent Management Platform – A tool or system that controls user consent (e.g. via cookie placing on visitor’s device/browser) on websites/eshops/… and it manages how the visitor’s personal information is handled and legally used. O8
CMS: Content Management System. F15
CTR: Click Through Rate. J10
Data Mart: Repository of data gathered from operational data and other sources that is designed to serve a particular community of knowledge workers. M15
Data Mining: Analysis of data for relationships that have not previously been discovered. G7
DHTML: Dynamic Hypertext Markup Language. H14
DID: Direct Inward Dialing – service of a local phone company (or local exchange carrier) that provides a block of telephone numbers for calling into a company’s private branch exchange system. C16
DMP: Data Management Plattform. A centralized system for collecting, integrating and managing data from disparate sources. F4
DNIS: Dialed Number Identification Service – telephone service that identifies for the receiver of a call the number that the caller dialed. It’s a common feature of 800 and 900 lines. C16
DOI: Double-Opt-In – Recipients confirm their newsletter registration twice via Email, after registering to it. D4
DOLAP: Desktop Online Analytic Processing. K10
Duration: Determines the length of an individuals visit. F6
DWH/Data Warehouse: Central repository for all or significant parts of the data that an enterprise’s various business systems collect (information warehouse). L15
EAI: Enterprise Application Integration – business computing term for the plans, methods, and tools aimed at modernizing, consolidating, and coordinating the computer applications in an enterprise. K15
EAN: European Article Number. N14
ECA: Embodied Conversational Agents – dialog capable software system in form of a figure. B6
ECCC: Electronic Customer Care Center B10
Edutainment: Expresses the marriage of education and entertainment in a work or presentation such as a television program or a web site.N6
EJB: Enterprise Java Beans – Architecture for setting up program components, written in the Java programming language, that run in the server parts of a computer network that uses the client/server model. F16
EJB Container: Application program or subsystem in which the program building block (component) is run. F16
Electronic Billboard: Ad in the middle of text or content. N6
E-Mercial: Full-Screen Commercial. N6
EPA: Electronic Profit Automation. Z23
ERMS: Email Response Management System. E15
ERP: Enterprise Resource Planning. J17
FBA: Fulfilment by Amazon. C14
Focus: Average number of pages visited in a given section versus the total number of pages in the section. E6
Freshness Factor: Measures how often content is refreshed versus how frequently users visit the site. E6
FTP: File Transfer Protocol. H13
Frequency: Determines how often a user/customer has visited/purchased in a specific period of time. E6
GTIN: Global Trade Item Number. N14
GPRS: General Packet Radio Services. P5
Hand Raiser: Supplement to special interest magazines usually consisting of an advertisement and a response element. O7
HNWC: High Net Worth Clients. F4
HOLAP: Hybrid online analytical processing. K10
HTML: Hypertext Markup Language. H14
HTTP: Web’s Hypertext Transfer Protocol. H13
IGMP: Internet Group Management Protocol H13
IIOP: Internet Inter-ORB Protocol – Protocol that makes it possible for distributed programs written in different programming languages to communicate over the Internet. H13
IMAP: Internet Message Access Protocol – standard protocol for accessing e-mail from a local server. Q10
Instant Messaging: Direct Messaging via direct messaging software like WhatsApp oder Skype. Q8
Infomercial: A short or regular-length television program that combines information presentation with an integrated suggestion to buy a particular product or service. In the print media, the equivalent to an infomercial is the multi-page
„advertising supplement” that is formatted to look like the news part of the medium and contains real information content. The Internet analog of the infomercial usually are interactive banner ads. N7
Infotainment: A fairly recent neologism for a television program, web site feature, or other presentation that combines information with entertainment. N7
Interstitial: Page that is inserted in the normal flow of editorial content structure on a web site for the purpose of advertising or promotion. N7
Instashop: Shop-Solution for Instagram, so users can order product that are pictured on Instagram. O12
IoT: Internet of Things. A dynamic, global network inrastructure that connects all sorts of „things“ via Internet. Q8
ISBN: International Standard Book Number. N14
IVR: Interactive Voice Response. C5
Java: Programming language expressly designed for use in the distributed environment of the Internet. Java can be used to create complete applications that may run on a single computer or be distributed among servers and clients in a network. H16
Java Applet: A small program that is sent as a separate file along with a Web (HTML) page, usually intended for running on a client. H16
JavaBeans: Object-oriented programming interface that lets you build re-useable applications or program building blocks called components (Beans) that can be deployed in a network on any major operating system platform. H16
JavaScript: An interpreted programming or script language from Netscape. It is somewhat similar in capability to VisualBasic or Perl. I14
Java Virtual Machine: Software that acts as an interface between compiler Java binary code and the microprocessor that actually performs the program’s instructions. Q5, P8
J2EE: Java 2 Platform, Enterprise Edition – Java platform designed for the mainframe-scale computing typical of large enterprises.G16
J2ME: Java 2 Platform, Micro Edition – a technology that allows programmers to use the Java programming language and related tools to develop programs for mobile wireless information devices. Q6
JSP: Java Server Page – Technology for controlling the content or appearance of Web pages through the use of servlets. H15
JTA: Java Transaction API. H14
Key Word Advertising: Advertising on search-/portal-websites (banner, etc.) that appears, when user searches for a corresponding keword. N7
LDAP: Lightweight Directory Access Protocol – software protocol for enabling anyone to locate organizations, individuals, and other resources such as files and devices in a network, whether on the public Internet or on a corporate intranet. H15
Lead: Set of Data – Identified contact that has expressed interest by leaving his contact data for potential dialog structure. A1
Lifecycle Emails: Automated, customized emails zu customers according the lifecycle status of the individual customer. P9/C8
Lift: Measures the degree to which the prediction model increased the density of responses for a given subset of the database over what would be achieved by no model (random selection). H10
Locker Ads: Prints Ads inside lockers (especially in sports facilities). O7
Logfile: File that shows the activities of a computer. E10
Logging Sink: Memory space for logfiles. J15
Long Tail: Longer and more specific keyword phrases in order to meet users (search) demand more precisely. N10
Loyalty Value: Industry- and site-specific measure to determine customer loyality. D7
LTV: Life Time Value. K4
Mailpack: A Package that usually contains a letter, an info-booklet with ordering card or fax ordering form, enrolment form and a promotion element. O7
Mainframe: Industry term for a large computer. L16
Mean squared error: Degree of mismatch between the prediction and the actual value captured by substracting the two values and squaring the result. H10
Message Board: Community area where users post and/or read (promotional) messages from other users. B9
Meta Tag: A coding statement in the Hypertext Markup Language (HTML) that describes some aspect of the contents of a web page. N7
MFA: Multi-factor authentication – the use of more than one proof of identity to gain access to a system. B5
Microsite: A separately promoted part of a larger web site. N7
MPN: Manufacturer Product Code. N14
MVS: Missing Values Strength – Ability to handle missing values by working around them or by trying to recreate them. H10
MQ Series: IBM software family (industry standard) whose components (Messaging, Integrator, Workflow) are used to tie together other software applications so that they can work together. This type of application is often known as business integration software or middleware. K15
Multiple Linear: Multiple Linear Regression – Simple Linear Regression with several Predictors. F6
Native Advertising: A type of advertising that appears in the form and function of the featuring platform or media itself (see also Advertorial). N9
Net Yield: Annual return on the investment, expressed as a percentage. N9
Nearest Neighbor: In order to predict a prediction value you look for records with similar predictor values in the historical database and you then use the prediction value from the record that is „nearest“ to the unclassified record. F6
Net-Sales Model: Fulfillment arrangement with logistic provider where the logistics service provider is paid a fix percentage of the net sales for his logistic services. C14
NPS: Net Promoter Score. A metric to evaluate the customer satisfaction and loyalty towards a firm, brand or product. C9
ODBC: Open Database Connectivity – open standard application programming interface (API) for accessing a database. L14
OLAP: Online analytical processing – enables a user to easily and selectively extract and view data from different points-of-view. K10 OLTP: Online Transaction Processing – class of program that facilitates and manages transaction-oriented applications, typically for data entry and retrieval transactions. H11
OODBMS: Object-Oriented Database Management System. M16
OPS: Open Profiling Standard. H12
PCI DSS: Payment Card Industry Data Security Standard – proprietary security standard set by a council of the biggest credit cards issuers (Mastercard, VISA, Amex, etc.). F14
PDF: Portable Document Format – Document Format by Adobe. P7
PMP: Private Market Places. Invitation-only marketplace for advertisers to buy premium advertising opportunities (different price, performance, formats and data-driven targeting) from certain publishers. N8
PNG: Portable Network Graphics is a file format for image compression. P7
POC: Pont of Contact. C3
POI: Point of Interest. C4
POP3: Standard client/server protocol for receiving (reading) e-mail. Q10
Pop-in: Graficall elemment that appears on a website above the content. N7
Pop-up: Usually a small window, that suddenly appears in the foreground of the visual interface. N7
PR: Public Relation. O6
Promotional Merchandising: Promotional products & giveaways, that stimulate the purchase of the main product or service offering. O8
Programmatic Advertising: Automatic way of purchasing digital advertising (banners) via real-time bidding software system, no humans involved. O9
Prospect: Potential customer (lead) that has shown interest in offered product/service. D3
PZN: Pharma Zentral Nummer. N14
QR Code: QR (Quick Response) Code is a special matrix barcode that can be read by machines (usually via photo app/software) and that leads to additional product or marketing information. M10/N14
RBM: Rules Based Matching. K6
RDBMS: Relational Database Management System. M16
Recency: Measure that describes how long it has been since the (web) site has recorded a customer event. E7
Reverse Proxy Server: A (cloud) server that sits in front of a web server to intercept and inspect incoming client requests before forwarding them to the web server and subsequently returning the server’s response to the client. H14
Responsive Design: A method of designing web pages that automatically appear in their optimized form on all screen sizes and devices. Q9
RFM: „Recency, Frequency, Monetary Value“-model showing when and in which interval and with what monetary value (derived from spend and profit margin data) the consumer has purchased. E6
RLSA: Remarketing Lists for Search. A Google Technology to Cookie-based information of a webshop-visitor used for showing context-related ad to the visitor when the visitor is using the search engine. M10
ROI: Return on Investment – Best way to measure the benefits of a system. K11
ROMI: Return On Marketing Investment. K11
RTF: Rich Text Format. H12
SaaS: Software as a Service. Software is being rented and „used“ via Cloud including service for it, rather than buying the software.
Scalability: Able to handle both large and small databases. H10
Script: In computer programming, a script is a program or sequence of instructions that is interpreted or carried out by another program rather than by the computer processor (as a compiler program is).
Scyscraper: Large, vertical banner, most of the time next to the content. N6
SQL: SQL (Structured Query Language) is a standard interactive and programming language for getting information from and updating a database. M16
SEA: Search Engine Advertising. N10
Server: Computer/program that provides services to other computers/programs. C15-J15
Servlet: Small program that runs on a server. G16
SET: Secure Electronic Transaction – System for ensuring the security of financial transactions on the Internet. F14
Simple Linear: Simple Linear Regression – Prediction= a+bxPredictor. (Example: 1000$+0,01xcustomer annual income=predictive average consumer bank balance. F6
SMS: Short Message Service. P5
SMTP: Simple Mail Transfer Protocol for transferring e-mail across the Internet. E15
Snippet: Snippet, or rich snippet, is the text information part that is shown on the search result page of a search engine. N10
Slipperiness: Measure that captures the effectiveness of your content in terms of allowing users to quickly complete their online tasks. E6
SSL: Secure Sockets Layer – Commonly-used protocol for managing the security of a message transmission on the Internet. F14
SSO: Single sign-on – identification method that enables users to log in to multiple websites/apps with one set of credentials. B5
Stickiness: Measure that captures the effectiveness of your content in terms of consistently holding users‘ attention. E6
Sticky Ad: Ad or banner, that follows the user when the user scrolls down. N6
Streaming Ad: Interactive commercial in small format, so that TV spots, for example, can be viewed online as well. N6
Stuffer: Inserts (information & promotion) into mailings and billings of allied companies . Q7
Superstitial: Web ad format (video-like web commercials) that runs in the dead time between web pages. N7
TCP/IP: Transmission Control Protocol/Internet Protocol – basic communication language or protocoll of the Internet. H13
TLS: Transport Layer Security – Successor of SSL. F14
TMS: Tag Manager System – A tool or system that enables tracking codes via integrating various tracking pixels, events or third- party pixels on websites/eshops or in mobile apps. O10
Transaction Model: Fulfillment arrangement with logistic provider where the logistics service provider charges for every single task like storing, picking, packing, examining returns, etc.. C14
Trigger Emails: Automatically sent emails triggered by an event. Q9
Trigger SMS: Automatically sent SMS triggered by an event. Q4
TrueView Format: TrueView is a YouTube video ad format that gives the viewer various options like skipping the ad after 5 seconds. N12
UZK: Unionszollkodex (German expression for Community Customs Code). B13
UPC: Universal Product Code. N14
UTM: Urchin Tracking Module – the UTM parameter is a snippet of text (code) added to the end of a URL to track metrics and performance of a digital campaigns. It contains up to five parameters: campaign, source, medium, content, term. P8
UX: User Experience – Design & Flow of the process of experiencing, using and especially purchasing at the eshop. O9
VB: Visual Basic – Programming environment in which a programmer uses a graphical user interface to choose and modify preselected sections of code written in the BASIC programming language. I14
Vehicle Ads: Ad images or moving pictures on (special) vehicles like taxi, bus, river steamer, air ship, ski lift seat, etc.. M9
Velocity: Measures how quickly a user moves from one stage of the customer life cycle to the next. E6
VoIP: Voice over IP – voice delivered using the Internet Protocol. R6
VRML: Virtual Reality Modeling Language. H14
Web RTC: Web Real Time Communication. C9
WEE: Waste of Electrical and Electronic Equipment. B12
XML: Extensible Markup Language – flexible way to create common information formats and share both the format and the data on the World Wide Web, intranets, and elsewhere. F15
XSL: Extensible Stylesheet Language – language for creating a style sheet that describes how data sent over the Web using the Extensible Markup Language (XML) is to be presented to the user. F15