The FoxMetrics Digital Analytics Glossary

We are committed to helping our customers succeed, and part of doing so comes knowledge sharing and our team has organized a list of the most commonly used terms with and what they mean.

301 redirects come handy if you need to change the URL of a page or assign a specific URL to another page. It enables a permanent redirect from one URL to another.

The links and records using the URL will be updated to reflect the changes, so when visitors type in or click on the link on search engines, they will be redirected to the newly defined webpage.
Are you having a hard time choosing between two apps or web designs? A/B testing provides a basic way to compare two or more web pages or apps simultaneously to know which one performs best.

A/B testing is essentially done for specific goals, for instance, determining which design has a better conversion rate or testing for usability.
This refers to the portion of your website that’s visible without scrolling. The above the fold area should contain key site functions and content as it’s what a visitor first comes across when they land on your website.

According to Jakob Nielsen, visitors spend about 80% of their time above the fold and only 20% below the fold.
Ad hoc Reporting is a model of business intelligence in which reports are created and distributed by a nontechnical user. It refers to a business intelligence (BI) process done in a customized way rather than according to a pre-designed template.

This means that users can use the BI model to answer questions or achieve specific objectives as required.
The Ad networks are individuals or firms that act as a mediator between publishers and advertisers. They buy Ads inventory from publishers and sell it to the advertisers.

Though Ad Networks are restricted to online advertising, they provide a coordinated way for advertisers to buy multiple units of ads across various sites.
This refers to an iterative approach to software development and project management that helps users deliver projects with fewer hurdles.

It goes against the traditional approach, so instead of using methodologies or techniques, the team can decide how to organize tasks and collaborate to achieve aims.

Agile enables organizations to adapt to the increasing volatility and complexity of the technology world.
One of the major SEO best practices to ensure your site ranks high on search engines is to add a tag or attribute to the image. The alt tag is a metadata text added to describe the image.

Since search engines can’t interpret images, they rely on the “alt tags” to
know what the image is all about.
This refers to online analytical data engines used by organizations to make sense of data spread across multiple databases to supports business analytics and decision making.

Analysis services (also known as SSAS or Microsoft SQL Server Analysis Services) provides clients with business report applications like Excel, Power BI, and other tools.
An analytical database or analytic database is designed to support business intelligence (BI) and analytical applications. It stores historical data like sales metrics and inventory, which business analysts, researchers, and financial market analysts can run queries and report against.

Analytical databases are also more scalable than traditional databases and can handle high data volumes.
A massive amount of data is produced daily, and analytics is concerned with turning these raw data into information. Organizations can use analytics on business data to discover, interpret, or predict future unknown outcomes, quantify performance, or enhance decision making.

Analytics can reveal trends, patterns, and metrics that would normally be lost in a mass of data.
Analytics architecture refers to the various technologies, systems, and processes used to collect, store, and analyze data.

When building analytics architecture, organizations should focus on the physical storage of the data and how the analysts can access it. Next are the software and systems that can be used to clean, analyze, and visualize the data.
Analytics-as-a-Service (AaaS) is a subscription-based data analytic software and operations delivered through the cloud.

Not every business has the resources to acquire in-house data analytics architectures, so AaaS provides a less expensive way for data reliant organizations to get insight from data without having to invest in additional infrastructure for storage and analysis.
App is an abbreviation for application. It’s used to describe a computer program or software application designed for mobile devices like tablets, Smartphones, and watches.

Apps have become a valuable part of business operations due to the versatility and functionality it offers. There’s almost an app for everything, from communication, sales, collaboration, and more.
Apps generate tremendous amounts of data as users interact with them. Application Analytics refers to the analysis and visualization of the collected and correlated data to get insight into sales, customer experience, growth opportunities, and app performance.

These new insights allow businesses to improve their customer relations, operations, marketing, and overall profitability.
Application Lifecycle Management (ALM) is used to describe the various processes of managing a product from the initial concept to delivery.

For instance, if an organization has a product idea, there are multiple stages and processes that it needs to pass through to become a product. Application Lifecycle Management is used to manage these processes.
Several factors affect how the audience receives a message. These may include religion, exposure, age, ethnicity, and language.

Every marketer needs to identify their audiences and engage them to understand their interest and mind-sets. It’s the best way to get insights on how to structure content and outline your campaign strategy.
The term avatar is used to describe the graphical representation of an online user and the user’s character. Avatars have become an integral part of the internet and are widely used on social media, websites, and artificial intelligence like virtual reality.

Avatar images are also referred to as profile pictures.
There are two sides to a website the front-end, which you can see, and the back-end, which you cannot see. The back-end is the part of the site responsible for storing and organizing everything that works on the front-end.

It receives requests like searches from the front-end, processes it, and displays it on the webpage.
Banner ads are display advertising placed on high traffic locations on webpages in a bid to drive visitors from the host website to the advertisers’ site.

Banner ads are used for creating awareness for products or brands and lead generation. The ads compose of images which can be either static or animated.
A Business Intelligence Designer is an individual responsible for designing the initial reporting templates and dashboard for applications. The BI Application Designer works on the front-end design for business intelligence solutions and generally knows data visualization, user experience design, and reporting.

They provide front-end BI support and collaborate with teams to integrate the systems.
A BI project supervisor is an individual within the executive level who understands the essence of BI projects and provides oversight, direction, and momentum for a project.
The project sponsor won’t necessarily be involved in the day to day project activities but governs the design, development, deployment, and provides continuous support.
Big data is a phrase used to describe a large volume of data that’s too big, moves too fast, or can’t be parsed by traditional methods.

This data, when captured, stored, and analyzed, reveals trends, patterns, associations that can improve business operations and allow businesses to make more accurate and strategic decisions.
Big data is a big problem, and Hadoop is the solution to the problem. Big data has several benefits for businesses. However, due to its complexity and volume, it’s challenging to analyze using traditional methods.

Hadoop is a tool with massive storage and enormous processing power that helps us exploit the benefits of big data.
This is a term used to describe the simplest and most important facts in big data. Some most common big data basics include the following.
• High volume - which means lots of data.
• High variety - means the data are from different data sources and in various formats.
• High velocity - used to describe data arriving at high speed.
The increasing usage and consumption of data come with threats like theft of stored data, ransomware, and DDoS attacks that could lead to a server crash.
Big data security is a collective term used to describe the tools and processes involved in guarding data and analytics both in the cloud and on-site from factors that can harm or compromise data integrity.
Bots are everywhere in the technology world, both good and bad. A bot is a software application that is programmed to talk or acts like humans.
Bots run according to the programmed instructions without human interference and are assigned repetitive tasks. Examples include Siri, Cortana, and search engine bots that crawl web pages.
Bounce Rate Is a metric that measures the percentage of people who visited your site and left without taking any action like clicking on a link, making a purchase or filling out a form. It’s calculated by the total number of sessions that triggered only a single request from the server. A site’s bounce rate can indicate the quality of the web page or the quality of the traffic.
Business analytics is a part of business intelligence implemented to collate, sort, and study business data using statistical models to get strategic business insights.
The information from business analytics can be leveraged to identify patterns and models to clarify past events, predict future events or market trends, and drive goals like increasing productivity, revenue, or efficiency.
Business analysts use statistics and iterative methods to transform these data into useful business insights.
Business driver is a term that describes a resource, component, process, or condition that’s essential for the continuous growth of the business. The business driver is typically responsible for a strategic business responsibility that the company’s goals and strategy are dependent upon.
It can be the process of increasing the number of daily sales or units of production.
Business Intelligence refers to applications, technologies, and practices for the collection, analysis, integration, and presentation of business information. The purpose of business intelligence is to support better business decision making.
Business intelligence starts with the aim of capturing data from a particular organization’s operations and enables the stakeholder to access them.
It converts raw data into meaningful information which helps drive profitable business actions.
This is an encompassing term used to describe the technologies, applications, and methodologies for collecting, integrating, and analyzing data from internal and external systems. The goal of business intelligence is to gain insight from available business data to enable executives to make better decisions.
BI also allows you to create reports, summaries, graphs, charts, and any other information to provide detailed business intelligence.
To build business intelligence, you need frameworks, standards, and practices. Business intelligence architecture refers to the various infrastructures, tools, standards, and policies businesses use to collect and organize data streams and the various technologies that support business intelligence systems.
A solid BI architecture will aid the implementation of business intelligence strategies in a cost-effective way.
A business lead is an individual who understands an organization, its products, and its technical side and can communicate between the two. The individual typically understands project requirements and obstacles and bridges the gap between the business and the development team.
He or she liaises with the customers or business team to ensure the project delivers according to the business needs.
A business owner is an individual who independently or with partners, controls the business's monetary and operational decision-making.
The business owner has ultimate control over the business and directs its day to day activities through the managers. Though the individual may earn a monthly wage, he or she isn’t an employee.
Business procedures are not cast in stone. To ensure your business performs optimally, you have to evaluate and optimize your processes continuously.
Business process modeling allows you to create an analytical representation of business processes to allow you to better understand how your business currently works and identify areas of improvement.
A call to action is an essential element in a website that acts as a signpost that tells the customer what to do next. Typically, every marketing effort is aimed at inciting an action, whether it’s to fill a form, make purchases, or click to another page.
Without the CTA, the users may not know what you want them to do or may be reluctant to do it.
A campaign is a well-planned and organized course of action to achieve a specific goal. Marketing campaigns are created to promote a brand, product, or service.
When introducing a new product in the market, a campaign is launched to create awareness about the product and endear it to the target customers.
Duplicate webpages are a problem, and the Canonical URL is the solution to this problem. It’s not unusual as a website grows for pages to have duplicates. If both pages rank well on search engines, Google will be confused about the link to send the traffic to.
What Canonical URL does is to inform Google and other search engines of your preferred URL.
Distribution channels are key to the success of any business due to the invaluable role they play in linking producers to consumers. A channel mix is a selection of various distribution or marketing channels that’s strategic to reach target consumers and maximize marketing efforts.
Finding the right channel mix is essential to drive both revenue and ROI.
Chatbots are artificial intelligence software that can stimulate conversation with a user via messages or voice commands. A chatbot is programmed to work independently without human interference and can be used on websites, applications, or the phone.
Nothing beats providing your customers with the information they need at that moment; chatbots can make that happen.
Every internet user leaves a trail behind while surfing the net. A clickstream is the record of an internet user activity as they click through one or more websites. It records the following information:
• The sites and pages visited
• The order in which the pages and sites were visited
• Every activity the user participated in while surfing the net
• The amount of time spent on each site and more.
Click-through Rate (CTR) is a metric used to monitor the success of marketing efforts. It refers to the percentage of people who viewed your ad and went ahead to click on it. Achieving a high click-through rate indicates your ads or traffic sources are effective.
If an ad has 1000 impressions and 35 clicks, the CTR will be 3.5%.
The click rate gives you an idea of how your email campaign is performing. It measures the percentage of people who were delivered to and clicked on a link or image within the email.
A strong click-rate is an indication that your message resonates perfectly with your target audience. It, however, isn’t a yardstick to measure the success of a campaign.
Cloud analytics refers to the deployment of analytic data components on public or private computing resources to analyze data on demand. Cloud analytics is ideal for companies looking to scale quickly without raising costs.
It provides powerful analytic software that allows businesses to get insights from data and enhance business decision-making. These services are mostly offered on a subscription or pay per volume basis, so you’ll only pay for what you use.
Cloud automation is a software-based solution that automates various cloud computing processes like installation, configuration, and virtualization. It’s aimed at using technology to lessen the complexity of cloud computing and reduce manual and repetitive tasks.
With automation, requests regarding system deployment and allocation can be done in fewer steps instead of setting up everything from scratch.
Cloud data management is an alternative to onsite data management. Instead of acquiring and maintain onsite data storage and analysis infrastructure, cloud data management enables businesses to store data on the cloud and access data analytic tools on demand.
The services help reduce business system maintenance costs and provide increased flexibility to keep up with evolving business requirements.
Collaboration is essential for the survival of business in today’s fast-paced world. Traditional BI tools are aimed at serving individual companies.
So collaborative business intelligence, also known as Social Business Intelligence, merge business intelligence and collaborative computing processes to extend decision making beyond the business and enhance collaboration with stakeholders and experts.
Content marketing is a strategic marketing approach businesses used to create and distribute valuable, relevant, and transparent promotional content consistently to attract and retain a defined audience and drive profitable customer action.
The goal of content marketing includes driving organic traffic to your site, creating brand awareness, lead generation, and ultimately increasing sales.
The control page is a term commonly used in A/B testing or spilt testing. It refers to the page of a website or app against which the optimization is assessed.
For instance, if you are working to better your landing pages, the control page is the ideal page you use as a yardstick for optimizing any other page.
A conversion form is an essential website feature that allows you to collect information from your visitors. Filling out a conversion form makes your visitor a lead. The conversion form can be used to capture product requests or collect contact like emails and phone numbers to follow up with your leads to see if they are interested in your products.
Acquiring traffic is just one part of the marketing process; it's essential to ensure you can convert the traffic coming through. Conversion Optimization refers to the process of increasing the number of visitors who take the desired action like making a purchase or filling a form.
It involves analyzing customer behavior and optimizing your site and promotional content to engage in a way that will trigger the desired action.
The conversion rate is measured as a percentage of people who were exposed to your ad and those who took the desired action. For instance, if an ad campaign brings 3000 visitors to your eCommerce store and 450 makes a purchase. The conversion rate will be 15%. A higher conversion rate is an indication of a successful campaign.
Cookies are small text files or ID tags used to track the activities of a site. Cookies are created on your browser when you visit a website. It keeps track of your movement within each site, and upon your return, the browser sends the cookie to the server so you can continue from where you stopped.
Cost per action is a unique digital marketing payment option that allows advertisers to only pay for specific actions taken by prospective clients. This can include clicking on your link (irrespective of whether any action was taken after clicking), making a purchase, filling a form, taking a survey, or submitting their contact details. CPA is most common in the affiliate marketing world.
Cost Per Click (CPC) refers to the actual amount you pay for each click in a Pay Per Click (PPC) ad campaigns like Google Adwords or Bings Ads. CPC comes handy when advertisers have to set their daily budget.
If the CPC of an ad campaign is 0.05 per click, and the advertiser has a daily budget of $10, then the ads will be removed for the day when it has gotten 200 clicks.
Cost Per Completed View (CPCV) is a payment model used in video advertising. With CPCV, you will only get to pay when someone clicks on your video and plays it through to the end, instead of only watching a part of it.
The cost of CPCV ads is calculated based on the length of the video - with longer videos typically costing more.
Cost Per Lead (CPL) is a metric that measures the monetary effort used in generating new leads. To determine CPL, you need to calculate how much was spent in attracting new customers, and those who have indicated an interest in your product. The essence of this metric is to let you determine the appropriate amount to spend on acquiring customers.
Cost Per Point (CPP) is a metric that allows you to compare the cost efficiency of various advertising or campaigns. For instance, you can compare your TV ads' effectiveness against print, radio, and others.
CPP is calculated as the cost of advertising exposure that equals 1% population of the defined market.
Cost Per Sale (also known as Cost per conversion) is an online advertising pricing model that measures how much advertisers pay for each sale. With this model, the publishers get paid whenever a sale is made.
For instance, if a customer follows the affiliate link and purchases on the advertiser’s site, the publisher gets paid.
Cost Per Thousand Targeted (CPTM) is a metric used when trying to reach a predefined demographics. It measures the cost per thousand of targeted ad impressions. For instance, if you own a male boutique and your target audience are men between the ages of 20 to 50. You’ll pay when you get 1000 impressions or clicks from people within that age brackets.
Cost Per Viewable Impression (CPVI) is a digital advertising price model where advertisers pay for each video ad's impressions that are considered viewable.
The CPVI measures how many times users see an ad and not the number of times the publisher serves it. It’s usually calculated at a thousand impressions.
Cost per exploration (CPx) refers to a digital advertising pricing model based on the number of times a visitor clicks on an ad. The CPx is similar to CPC, however, with CPx, the advertiser only pays if a visitor clicks on their ad, lands on their website, read two or more pages and spends at least 30 seconds on the site at a go.
With cross-screen, marketers can promote products and services on various channels. Cross screen measurement refers to the metric that allows you to calculate the reach and frequency of ads across those environments.
It involves the analysis of the ad's performance and viewers’ behavior towards ad campaigns across various environments like TV, web, search engine, and social media.
A cube is generally used to interpret data that are too complex to be described using tables and rows. It’s a multi-dimensional range of values used to represent the specific information to be retrieved from a large or complex data set.
A cube contains contextual, pertinent, and useful metrics that are useful for specific areas of business.
A dashboard is an information management tool that stores, organizes, and provides an at-a-glance visual display of key performance indicators and key data points in a way that’s easy to digest.
The dashboards can be customized according to the specific needs of the business or user. For instance, the HR officer's dashboard will display data relating to the number of staff and their performance.
A Data Architect is an individual responsible for designing, creating, deploying, and managing an organization’s data architecture. The Data architect puts together the required technical aspects of a BI project.
He or she ensures an organization follows formal data standards and that its data assets are in line with defined data architecture or business goals.
Data architecture refers to a set of rules, policies, and specifications used to describe existing data state and that guides how data is stored, used, managed, and integrated within an organization database.
Solid data architecture helps make data available, accurate, and complete to be utilized for business decision-making and strategic planning.
Data cleansing is one thing that everyone does but never talks about because it doesn’t sound sexy. It’s a preparation process that involves removing or modifying aspects of the data that’s incorrect, irrelevant, duplicated, incomplete or improperly formatted. For instance, if given a sale spreadsheet to analyze. The data analyst will first check and remove any incorrect or duplicated imputations.
Data Exploration is about describing datasets using statistical and visualization techniques. The process allows analysts to describe various data characterizations like size, quantity, and accuracy.
The result of data exploration allows analysts to understand the nature of the data and the interrelationships within the datasets. Data exploration can be either manual or automated.
A Data Feed or Live Data Feed is a mechanism to deliver structured, current, and up-to-date data from one site to another. A data stream provides a quick way to load information about products, news, marketing, or advertising on a website.
As a marketer or supplier, you can provide a data feed of your landing page or content to publishers to help you gain exposure and attract customers.
Data Intelligence is a vital aspect of BI that involves collecting data on consumers’ behavior, business performance, online analytics, periodic trends, and other information.
These data are then analyzed to understand consumer preferences and refine business processes and marketing efforts.
For example, a business that wants to understand its customers’ preferences can collect and analyze information on shopping behavior, sales, and engagement.
Data informs every decision in the business world today, and data management platforms (DMP) allow businesses to manage immense amounts of data. DMP are software systems that collect, store, organizes, and analyze data from various sources.
This software allows businesses to understand better their customer demographics and psychographics to optimize results for marketing and advertising campaigns.
A data manager is an individual or a team that supervises the data infrastructure of a company, to ensure they are properly organized, stored, and secured.
The data manager also has the additional responsibility of developing data management systems, policies, and procedures within the company. He or she also has to make sure the business’s data management protocols comply with regulatory standards.
Data mining is a process used to turn raw data into valuable and useful information. The process involves using various techniques to finds anomalies, patterns, and correlations that communicate insights within datasets.
Data mining enables businesses to learn about their customers and get information to optimize their marketing strategies, and increase sales. Data mining can also be employed for credit risk management, database marketing, spam filtering, and more.
A data model defines how data is structured, connected, standardized, and how they are processed, stored, and retrieved. Information stored in a data model dictates the relationship between data variables tables, keys and provides clues that help end-users accurately communicate their understanding of the data. Data models help prevent data redundancy.
Data modeling is usually the first step in database design, which involves analyzing, defining, and structuring data within data models. It emphasizes analyzing data objects and their relationship to other data to understand how it should be organized and the processes that need to be performed.
Data modeling helps with the visual representation of the data and occurs at the physical, logical, and conceptual levels.
Data doesn’t come from thin air. Data source refers to the initial location where the data originates from.
Data sources can differ according to the field or uses. Some common sources include the database in a DBMS, scrapped web data, live data feed, and a flat-file. Data in itself can also serve as a source for newer data.
It’s not easy to look through thousands of rows and columns in a spreadsheet, talk more of understanding them. That’s why data visualization is useful.
Data visualization provides a graphical representation of information and data into graphs, charts, maps, and other visual formats. It communicates the relationships of the data providing an effective way to see and understand the trends, patterns, and make data-driven decisions.
The data warehouse is one of the cores of Business Intelligence. It’s electronic storage that is built for holding, organizing, analyzing, and reporting data. It combines data from various sources into a large database.
For instance, information from various departments like sales, human resources, marketing, customer data, email listings, and others, can be analyzed and uploaded to the database to be accessed anytime.
Manually compiling and managing colossal data volume in a data warehouse is a strenuous and lengthy process. Data Warehouse Automation (DWA) solves this by automating and accelerating the routine tasks associated with building or deploying data warehouse and analyzing data for business use.
DWA tool helps minimize the manual effort associated with each data warehouse cycle.
A data warehouse developer is an individual or a team responsible for designing, deploying, and maintaining data warehouse infrastructure and the successful delivery of BI information across the business.
The data warehouse developer employs industry standards and best practices to enhance loading data from various sources. He or she should have a good understanding of BI, rational structures, SQL, and dimensional data modeling.
Data warehousing refers to the process of collecting, deploying, and managing data from various sources to provide valuable business insight. It involves constructing a data warehouse, cleaning, and integrating data from multiple heterogeneous sources. Data warehousing should be done in a manner that’s secure, reliable, and easy to manage and retrieve.
A database is a collection of structured data or information organized for easy retrieval in a computer system. Databases also structured to facilitate storage, modification, and deletion.
An example of a database is a customer’s list, which stores data like customer’s names, addresses, and phone numbers. This way, you can easily retrieve or modify any customer’s details.
Database Warehouse Management System (DBMS) determines how data is stored and retrieved in a database. The DBMS addresses common database problems like security, accuracy, consistency, response time, and memory requirement.
A typical DBMS also comes with tools like Online Analytical Processing (OLAP) engine, ETL solution, and analysis tools necessary to manage and analyze data.
Demographics is a statistical study of the human population based on factors like age, sex, race, and socio-economic information like education, income, and more. Understanding the demographic of your target is essential in digital marketing.
It will help you tailor your message and ads campaigns to align with your audience and maximize ROI.
A major advantage of this digital world is that almost everything can be measured. Digital analysis is a tool used by organizations to collect, measure, and analyze data from various sources like websites, mobile apps, ads, and more.
Through digital analytics, businesses can get insight on how to optimize their operation to offer better customer experience and attract new customers.
In data warehousing, dimension is a category that can be used to describe data by facts and measures for grouping and filtering purposes. So in a way, a dimension is a descriptive, attribute, or feature of the data.
They act as entry points for numeric facts which a business wishes to monitor. Some commonly used dimensions in business include sales, profit, and revenue.
A Dimension table is a database table referencing defining attributes, keys, or values for particular records in the database table. It describes the object in the fact table. For instance, the product dimension will contain the product name, description, and attributes like price, weight, etc.
The essence of dimension tables is so you can do a specific and précised query to filter out a group of information for business use.
A double opt-in occurs when visitors fill in their email addresses and you send a confirmation email to validate the information collected before adding their email addresses to your list.
Using double opt-in greatly reduces the chance of having spam addresses on your list.
The method also allows you to start communicating with your subscribers immediately. As you send them the confirmation email, you can add information about your brand and products.
In BI, a drill-down refers to a process that allows users to get in-depth into critical business data. It allows you to explore multidimensional data by navigating from a simpler level to a more detailed level.
On the other hand, Drill Through gives end-users the ability to navigate multiple layers of data by clicking on a data element to reveal insights that may have been hidden.
Dynamic Creative or dynamic ads are programmable advertising whose content changes in real-time based on various parameters like the weather, location, or time.
It allows advertisers to create highly personalized and unique ads to help improve the effectiveness of the campaign. There are different types of dynamic creative, including prospecting and retargeting.
eCommerce is one of the many innovations that came with the internet. It refers to any form of commercial transactions facilitated by the internet. Anytime you make a purchase online, you are partaking in eCommerce.
eCommerce also entails other activities like payment gateways, internet banking, online auctions, and several other transactions that occur online.
An email blacklist refers to a list of blocked emails, IP addresses, or domains that are either found to be sending or suspected of sending spam or malicious content.
Receivers use email blacklist to protect users and reduce the number of spam emails received daily. When blacklisted, the email sent cannot be delivered to the recipient.
Email receivers use several mechanisms to checkmate spam and ensure only legitimate email traffic passes through. If the service provider sees spam emails coming from you, they may block you temporarily.
When blocked, your emails will be moved to the junk folder. To overcome email blocking, you need to identify why your emails were blocked and make necessary adjustments.
Email Marketing is the use of emails to build relationships with your customers and promote your services. Email marketing allows you to gain customers’ trust over time and turn them to repeat buyers.
It offers you direct access to educate, engage, and keep your customers informed about new products. Modern email marketing is based on three principles - consent, segmentation, and personalization.
Whitelisting provides a solution to having your emails sent to a subscriber's spam folder. An Email Whitelist is a list of approved email addresses that are always allowed to deliver.
To be whitelisted, the subscriber has to manually add your email address to the list of safe or approved emails, so all your emails can hit their inbox.
An Entity Relationship Diagram (ERD) is a graphical representation of entities and their relationship with each other in a database. The entities in this concept are objects or components of data with similar attributes.
ER diagrams provide a logical structure of databases and are often used to design or debug relational databases.
With fingers in many pies, business executives need thorough insight on the various facets of business in other to drive business changes – and executive BI provides just that.
Executive Business intelligence (BI) involves the process of collecting, analyzing and visualizing business data to deliver actionable information to help executives and other corporate leaders make informed decisions.
An executive dashboard is a graphical interface that consolidates and numbers key performance indicators and other metrics to allow business executives to identify opportunities and areas of improvement.
The objective of the executive dashboard is to provide executive-level individuals with at-a-glance visibility into the various facets of the business to enable them to make fact-driven decisions.
Every website has an exit rate. It’s a metric that shows the rate at which visitors have left a website from a specific page. Exist rate is calculated as the percentage of total exit from a page divided by the total number of page views.
Determining your site’s exit rate can reveal problems with specific pages and help you optimize your site.
Extract, Transform, Load (ETL) is a process where the three database functions are combined to extract data from different sources, convert it into different formats before loading it into the warehouse or database system.
The ETL process is used to load data from one database to another and also to convert databases from one format to the other.
A fact table refers to the table that contains all the facts or information which can be subject to further analysis or reporting. A fact table works with dimension tables and stores quantitative information in a denormalized format which can be analyzed.
Fact tables can be categorized into three types, including transactional facts, periodic snapshots fact table and accumulating snapshots fact tables.
Field Transformation enables administrators to transform raw field inputs into standardized values that are more meaningful to the organization.
A field transformation can be applied to a single field or multiple fields in a specific record. Field transformations are controlled by rules and are defined using functions like Lookup, Replace and combine.
Financial Reporting refers to the communication of financial results and related information like financial statements, balance sheet, and income statement to end-users like management, customers, investors, creditors and other interested parties.
The data disclosed during the financial reporting process indicates the financial health of the company for a period of time.
The term front-end (Also known as user-side) is used to describe the visual side of an app or website. It’s that part that you see and interacts with when you visit a site or app such as the tabs, images, buttons, forms and others.
The front-end takes users requests and sends it to the back-end for processing, before displaying the result.
The full load (or destructive load) is one of the techniques to load data into a data warehouse.
It refers to an entire dump that takes place when a data source is loaded into the warehouse for the first time. Full load involves destroying or deleting the existing data and loading it all from scratch.
In digital marketing, a funnel is a navigation or path which you expect your site visitors to follow in other to achieve your goals. You can have more than one funnel that’s optimized based on where the visitor comes from.
An example of a sales funnel is the process a customer follows to buy a T-shirt - from finding the shirt to checkout.
Geo-targeting allows you to deliver different content or ads to customers based on their geographical location. An advertiser will be able to specify the content to show for each location, thereby reducing cases of wasted impressions.
Geo-targeting aims to improve the effectiveness of marketing campaigns to ensure only the right people see it.
For instance, if you have a local restaurant in New York, you can set your campaign to only show to people within New York.
Every website has goals. It allows you to measure how your app or site fulfils the target objectives. With goals, you can track actions like button click, submissions, signup, adds-to-cart, purchases, downloads and more.
Determining your website’s performance and how visitors interact with it can help you identify areas of growth and improvement.
Every organization needs to have a plan on how data is handled consistently throughout the business to ensure security and compliance and also provide valuable insight for business growth. That’s what data governance is all about.
Data Governance is a set of practices and processes that helps the efficient management of data resources in an organization. It deals with integration, availability, roles and overall data management.
A hard bounce is an email that could not be delivered for permanent reasons, such as fake recipient address, invalid domain or because the receiver’s Server has completely blocked delivery.
Having a high volume of hard bounce emails on your list can be seen as a red flag by spam filters. This makes it essential to take them off your list and exclude them from future campaigns.
In data warehousing, hierarchy is a logical structure used in organizing data in different levels, usually from the largest to the smallest. For instance, a typical date hierarchy would aggregate from a yearly level to monthly, weekly to a daily level. Through these operations, we can get detailed data which aids analysis and decision making.
The Human Resources department has evolved into one of the data-driven departments in a modern business setting. The HR Dashboard is the performance analytic tool designed to enable HR practitioners, managers and executives monitor staffing levels, welfare and other important metrics.
The HR dashboard visualizes metrics and relevant key performance indicators (KPIs) in a way that’s easy to understand and work with.
Impressions are the number of times your content is displayed, notwithstanding whether it was clicked or not. For instance, if an ad from your campaign pops up on people’s screen 500 times – then your impression will be 500.
Tracking impression is important, as it provides a simple representation of how many people saw your ads on specific channels.
In-Memory is a data management system designed to overcome the limitation of disk storage mechanism by relying on the computer memory for data storage, calculation and queries.
The in-memory reduces the time taken to query data – making data accessible anytime regardless of the order it was stored. The RAM provides a faster and more predictable performance compared to a disk.
Inbound linking is one SEO best practices to make a site rank high on search engines. An inbound link (also known as a backlink) is a hyperlink from another website to your site.
To Google and other search engines, multiple high-quality backlinks is an indication that the page contains quality information that is useful for users.
Incremental Load is a loading process where data is loaded incrementally. Unlike with a full load, only new or changed data are loaded with an incremental load. The process reads the source data, compares with data in the destination, and filter for only new or changed data, before loading.
Incremental loading ensures data integrity and preserves history.
An index is a small copy of selected columns of data from a database table sorted by keys. An index provides a way to sort several records on multiple fields so that it can be searched efficiently.
Without an index, SQL and other query languages will have to scan the entire table to find relevant rows.
In data warehousing, the term indexed is used to describe data that has passed through the indexing process which optimizes the performance of the database and allows you to retrieve records from a database file quickly.
An indexed file is sorted using keys and hold pointers to the related record, so the query system can easily identify it.
In-Memory Analytics is a business intelligence methodology used to query data located in the random access memory of a computer system. Business intelligence deployments are usually stored to physical disks, as against the in-memory where the data resides in the RAM.
In-memory analytics works by increasing the speed, reliability and performance of querying data to facilitate business decisions.
The Inmon approach is a data warehousing methodology that models a data warehousing using normalization rules. Thus the data warehouse is a centre of corporate information factory (CIF) which provides a framework for delivering business intelligence for the entire enterprise.
Following the Inmon approach, tables are group together into categories by subject areas like customer data, human resources, products etc.
An internal link is a hyperlink that connects one page on a website to a different page within the website. Interlinking is an essential step in search engine optimization so that Google crawlers can get an idea of the structure of your site.
Internal links also play a vital role in the navigation of a website.
In advertising, Interstitial is a form of interruptive ads that appears unexpected. Interstitial often contains graphics and steaming presentation and draws an above-average amount of clicks compared to ad banners.
A common form of Interstitials is the pop-up ads and the recently emerging style that forces exposure to the advertisement before accessing the content.
Combining different data is one of the essential steps in data analysis, and the join is one way to make that possible.
A join is when two data sets are combined side by side using values common to each. This results in at least a column in each data set being the same.
Key Performance Indicators (KPI) are critical business metrics that are used to evaluate progress towards an end result. KPIs are specifically used to track financial, strategic, operational achievements, and individual projects against target goals.
They are also tools for gaining insight and making a strategic decision. For instance, the Human resources department KPI may involve metrics like employee turnover rates and headcount.
Key Performance Indicators allow you to measure the performance of an organization against its strategic objectives. They are leading precursors for lagging and future business success.
Examples of key performance indicators for businesses include financial metrics such as profit, cost, sales by region, cost of goods sold and more. Customer metrics include customer acquisition cost, customer satisfaction/ retention, and number of customers.
When using Google and other search engines, people type in search terms describing what they want. ‘Keyword’ is the term used to describe those search terms.
In relation to SEO, website owners and content creators use keywords to tell the search engine what a post is all about. So when people type in similar terms, it can appear as a search result.
Keywords are not specific to search engines. It also comes to play for internal searches on websites.
This is a data warehousing concept initiated by Ralph Kimball that follows a bottom-up approach to designing data warehousing infrastructure.
The Kimball approach contrasts the Inmon approach, which is top-down. It uses dimensional marts to provide analytical and reporting capabilities for defined business processes like sales and production and then integrates it into a comprehensive data warehouse.
Lag time refers to the delay between the first activity and the second activities. The lag time offers schedule flexibility to project managers. For instance, if you need one or two days to complete a task and start another one, then the two days is regarded as the lag time.
In digital marketing, a landing page is a standalone page created specifically for advertising and marketing purposes. The landing page is where you offer visitors a resource in exchange for their contact information.
What makes the landing page valuable is that once you have their email addresses, they become leads you nurture by sending frequent promotional and educative emails.
Latency, in computer networking, is used to describe the amount of time (delay) it takes for a request to travel from one point to the next.
The length of time it takes for information to get to the receiver from the sender. Latency is measured in milliseconds (ms) and is most times unavoidable due to the way networks communicate.
In sales, a lead refers to an individual who has indicated an interest in your products or services. In most cases, the lead expresses their interest by submitting their contact information directly to you. The goal of every organization is to convert all their leads to buying customers to bring in streams of revenue.
Lead Generation refers to the marketing process of stimulating and attracting visitors' interest in a product or service.
The end goal of lead generation is to get the prospects email address, so you can nurture them into paying customers. Advertisers often offer incentives like eBooks to prompt visitors to submit their contact details to them.
After capturing leads, you need to work your products or services up their mind. A lead capturing campaign allows you to achieve that.
It involves building relationships with buyers to build trust and convince them to choose your brand over others. A strategic lead nurturing system can increase sales by over 30%.
Lead time is the amount of time that elapses from the start of a process to its conclusion. In digital marketing, the lead time is used to measure the time it takes from your customer’s first point of contact until they make a purchase.
Typically lead time can be within a few weeks up to months.
Lead to Customer Rate is a metric used to determine your conversion rate and optimize your sales funnel. The Lead to Customer Rate shows the percentage of people who indicated an interest in your product or services for a period against those who have become customers.

To calculate the lead to customer rate, divide the total number of customer for the period by the total number of leads and multiply by 100%.
Lead, and Lag are analytical functions that allow you to access more than one row of a table at the same time without a self-join.
Lead calculates the current row and the next, while Lag calculates the difference between the current and previous rows.
Both lead and lag information is used to improve warehouse performance management.
A level is a classification within a dimension that represents a position of hierarchy. Levels range from general to specific, with the root level been the most generalized. For instance, customer, city and country can be different levels in a cube.
Similarly, in a time dimension, data can be grouped on daily, weekly, monthly and yearly levels.
Location analysis is a process to extract additional insight from data by adding a layer of geographical information. Location analytics is often used to visualize and interpret the geographic component of business data.
By integrating location analytics to business intelligence, organizations can get new dimensions on transactional data like logistics, sales and supply chains.
Videos have become the savviest marketing medium today. However, one question that bugs everyone is how long a video should be. Long-form video is a video that’s longer than the typical duration for its distributional channel.
Long-form videos are great for building brand images, as it provides enough time to entertain and educate your audience. While there’s no standard duration, any video exceeding a few seconds to 3 minutes can be considered long-form.
Long Tail Keywords are key phrases that are more specific to the search term. Adopting long-tail keywords is an excellent SEO strategy that allows you to be found by those who are seeking for the product or services you offer.
When used properly, long-tail keywords can prove very valuable. For instance, if you sell furniture, your customers won’t be searching “furniture” on Google. So you have to be specific and keywords such as “exquisite royal multipurpose fabric chairs” so those who need what you offer can find you.
A Many-To-Many Relationship is a relationship between tables in a database where multiple records in one table are associated with multiple records in another table. A many-to-many relationship mirrors the real-life connection between the object the two tables represent.
An example is a relationship between customers and products. One customer can purchase various products, and a single product can be purchased by many customers.
Marketing analytics comprises of the technologies and processes that allow marketers to measure, manage and analyze marketing performance to optimize operations.
Marketing analytics puts data in the context of the brand and market, allowing marketers to minimize wasted marketing dollar and determine better ways to optimize results and increase ROI.
A marketing dashboard is a reporting tool that organizations use to get real-time insight into marketing performance. It displays key performance indicators and metrics that demonstrate how well a business is doing in the marketing front.
By tracking marketing metrics on a daily, weekly and monthly basis, marketers can be able to identify ways to improve performance.
A measure is a calculated numerical value that represents a business metric. Measures can be quantitative like average unit cost, profit, gross sale and profit percentage or qualitative like product ID. There are three types of measures; additive, Semi additive and non-additive.
In cubes, measures are pre-calculated to ensure quick performance during analysis.
A media mix refers to the advertising strategy a business adopts to maximize the reach of their content. Media channels include radio, television, direct mail, billboards, websites, email, and social media.
Media mix involves identifying the best combination of these channels to advertise products and services more effectively.
If properly defined, a media mix can have a huge impact on sale and business growth.
Metadata is a term used to describe other data. It summarizes the basic information about data which makes finding and working with data in particular instances easier. Metadata is used for unstructured data like web pages, images and videos.
An example is metadata that describes the size, resolution and the creation date of an image.
Metrics are simply numbers that provide important information about a process under question. They are commonly used in measuring, comparing and tracking performance or efficiency of a process or tool.
Analysts use metrics to form an opinion on corporate and operational strategies. Examples are sales revenue, net profit margin and cost of customer acquisition.
Microsoft BI Stack provides a range of software tools you need to design, build and use business intelligence solutions. With the right tool, you can process huge amounts of data into valuable insight a short period. You only need to identify the right tool, input your parameters, and the system will work it out for you.
Mobile Analytics refers to the process of measuring and analyzing data from mobile apps, web apps and websites. Analytics allows you to track, measure and understand how mobile users interact with mobile sites and mobile apps.
Analysts use this information to improve cross-marketing initiatives, optimize the mobile experience for end-users and grow mobile engagement and retention.
Mobile dashboards provide a useful tool for monitoring, combining, analyzing and reporting data in real-time. The dashboard visualizes important and high-level KPIs and metrics relating to all areas of the organization.
The mobile dashboard combines ease-of-use with real-time usage to provide access to invaluable business information at any location or time.
Multidimensional Expressions (MDX) is a query language that helps manage data that contains more than two dimensions when traditional SQL doesn’t serve as a sufficient extractor. MDX is an important tool that developers often use in the context of OLAP systems.
The MDX query sample is the statement SELECT, which determines a result and composes the MDX query.
A Native Video Ad is a click-to-play or auto-play video ad that has a duration of at least 30 seconds. Native Video Ads usually contains content that is informative and entertaining to appeal to the target audience.
It’s called native advertising because it's formatted specifically for the platform hosting it, which allows the video to blend easily with other contents on the platform.
Organic or natural listings are webpages that Google have crawled and deemed valuable to appear in search engines results. Organic listing is one of the major goals of search engine optimizations.
After been “listed” on a search engine, the website will show whenever someone performs a search with a term related to the content.
The navigation structure of a website plays a massive role in lead generation, conversions, and bounce rate. Navigation on a website refers to a collection of links that makes up the site’s menus and navigation bar.
Clear and hierarchical website navigation will help visitors find what they are looking for and take the required action.
Nofollow is an HTML attribute that’s applied to inform search engine crawlers that a hyperlink shouldn’t influence the ranking of the destination URL in the search engine index.
In other words, Nofollow links are backlinks with a rel=”nofollow” HTML tag applied on them, so Google does not transfer PageRank across them. The concept was introduced in 2005 by Matt Cutts and Jason Shellen.
In marketing, an offer refers to tangible or intangible goods that are externally presented to customers or brought to the market for consumers use.
An offer is more than the product itself. It includes the additional valuable elements like availability, convenience and quality of service.
An offer may come in the form of television adverts, social media post, or email.
Online Analytical Processing (OLAP) cube is a method of storing data in a multidimensional form, mostly for reporting purposes. An OLAP cube will try to provide data models that balance users need and logical limitations.
With OLAP cube, analytic operations like grouping, joining, and aggregate in a relational database can be pre-calculated and pre-aggregated, making analysis faster.
On Target Percentage (OTP) is a metric that measures if the total advertising campaign results are within the intended goals. OTP provides a unique and very effective way by which advertising campaign performance can be judged.
For instance, an impressive ad performance with a high number of views and engagement, won’t mean much if it doesn’t come from the target audience.
Online Analytical Processing (OLAP) is the foundation of many business intelligence applications for performance management, financial analysis, planning, reporting, forecasting, stimulation model and more.
OLAP enables end-users to analyze data in multiple dimensions to get a better insight into business decisions. It also provides the capability for multifaceted calculations, data modelling and trend analysis.
Open rate is an email marketing measure that indicates the rate at which emails are opened in a campaign. The open email rate usually shows the total number of subscribers who opened the email.
It’s calculated by dividing the total number of emails open by the number of emails sent. Open rate is the ideal metric to know whether your campaign can catch your subscribers’ attention.
Operational Reporting is a reporting procedure that focuses on producing precisely formatted and ready to analyze reports of an organization’s day-to-day operations. Typically operational reporting are short-term and are used by executives to support quick business decisions.
Operational Reporting presents business teams with better information to enhance awareness and help them identify their problems and achievements.
Opt-in is the term used to describe an acknowledgement of interest by the web user's, authorizing a third party to contact them with further information about a product or service.
With opt-in, a user is given the option to join a news letter, or email list. An opt-in can be comfirmed whereby subscribers are sent a confirmation email to confirm the details provided before being added to the list - or unconfirmed.
When there's a visit to a page on a website, it's called a page view. A page view is also recorded whenever an Internet user refreshes a page.
For example, if you visit a particular page five times within a space of 5 hours, it will be recorded as 5 page views. The page view plays a vital role in a site revenue model and contributes to ad inventory if a site earns its revenue from advertising.
Paid media refers to an external marketing strategy that involves a paid placement. Organizations use paid media placements like sponsored social media posts, pop-ups, paid search results, display ads, and video ads to promote their contents to expand brand reach.
Paid ads are essential for revenue growth and brand awareness. It’s also one of the quickest ways to generate more traffic.
Paid per click (PPC) is an advertising pricing model whereby an advertiser pays a fee any time one of their ads is clicked.
Advertisers use this PPC to drive traffic to their websites by displaying their ads in the relevant online places.
Most advertisers prefer PPC advertising because it let them know about their expenses.
Personalization involves producing or designing something to meet someone's requirements.
In e-commerce, it's used to describe the process of enhancing sales or customer services by tailoring website pages and contents to target individual consumers.
For instance, while creating video content, a business will consider their target demographics and ensure the content suits them.
A pixel which is also known as a picture element is the smallest unit of a graphic or digital image that can be represented and displayed on a digital display device.
These elements are combined to form a video, text, a complete image or any visible thing on a computer display. The physical size of a pixel depends on the resolution's settings for the display screen.
Point-of-sale (POS) refers to the place where a transaction takes place, and the customer executes the payment for the products or services. POS can be a physical store with card payment systems or a virtual point.
Point of sales is essential because it can influence consumers purchasing decision. Typically, businesses set up point of sales at the exits of stores to spur impulse purchases as customers leave.
Power BI is a cloud-based business intelligence reporting and data visualization product by Microsoft. Power BI is designed to turn streams of data into valuable information quickly.
It provides access to a wide range of features for easy analysis, reporting and presenting data in a compelling way that tells a story - anytime, anywhere.
A project manager is an individual who has the combination of skills to initiate successfully, plan, design, execute, monitor and control a project till completion. The duties of the project manager also include managing recruiting, building teams, and making projections on the risks and uncertainties of the project.
To put it plainly, the project manager is responsible for the fate of the project.
Quality Assurance is a planned and systematic process of evaluating the software development processes to ensure that a product fulfils its quality requirements.
Organizations have to ensure the products being delivered passed through efficient and effective processes and are up to the standard quality defined for it.
Quality assurance is carried out internally by the organization and externally by customers, government agencies, certifiers and other interested parties.
In Search engine optimization (SEO), ranking refers to a website’s position on search engine results. The essence of SEO is basically to improve the ranking (position) of a webpage on the search engine result page.
For example, if you have a mobile phone sales store, and someone searches “mobile phone” on Google. Your ranking will be the position the page appears on the search results. Typically, more popular and relevant websites rank higher on search engines.
Real-Time Bidding refers to an automated digital auction process where advertisers bid to buy ads space from publishers. The auctions are facilitated by ads exchangers or supply-side platform and are bought on a cost per thousand impression basis.
For instance, if a musical house or musician wants to reach out to music lovers, they would buy ads on a music-related website to achieve their aim.
A Redshift Database is a fully managed, cloud-based, petabyte-scale data warehouse solution offered by Amazon. The platform provides a storage system for organizations to store hundreds of gigabytes of data and more.
Amazon Redshift services are a relational database management system designed for OLAP. Each Redshift cluster runs its own engine and is comprised of at least one database.
A relational database is a type of database that stores data in a structure that allows us to identify and access a collection of data in a database with the predefined relationship between them.
Data in a relational database is organized into tables with columns and rows, having each bit of information in the table assigned a unique key.
Report Distribution allows users to report and circulate relevant information to relevant stakeholders through manual or automated means. Businesses can use the report distribution methodology to get a clear picture of overhead costs for transactions.
With report distribution, members of a team will be able to get the required information needed for each project on time.
Return on Investment is a financial ratio used to measure and evaluate the efficiency of an investment or to compare the profitability and efficiency of different investments.
ROI measures the percentage or amount of return on Investment. It’s calculated by dividing return on an investment by the cost of the Investment.
A returning visitor is a visitor that has visited your site before and is back for more. This is different from a first time visitor.
The returning visitors metric allows marketers to know how effective their marketing strategy is in building and retaining an online audience. It particularly determines the value of your contents.
A sales dashboard is a business intelligence tool that displays an easy-to-read graphical representation of sales metrics to enable marketers, and sales executives make an informed decision.
The sales dashboard is also an effective way to keep up with sales goals. You’ll get a real-time update on sales performance and identify areas of improvement.
Schema refers to a visual representation of how facts and dimensions are arranged to form a relational database. It defines a set of rules that govern databases and how data is organized and their relationship with each other.
A schema contains descriptive details to help programmers understand the database and fully utilize it.
A scorecard is a graphical representation of an organization's current performance compared to their goals.
A scorecard allows you to tracks progress made over time in various aspects of a business. It provides metrics and key performance indicators to help you monitor strategic goals and make better decisions. Scorecards are not live and are generally updated on a weekly or monthly basis.
A search engine is a web-based tool that enables users to access information according to their query on the internet.
It provides a list of results that are related to the query from various database and website.
Currently, the most popular search engine is Google. There are also other examples of search engines like Ask.com, Bing, Yahoo and AOL.
Search engine marketing (SEM) is a digital marketing strategy that involves driving traffic and leads to a webpage from Google and other search engines.
With millions of businesses around the world vying for the top search engine positions, SEM allow you to effectively grow your business and increase the visibility of your website on search engine results.
Search Engine Optimization (SEO) is the process of making strategic changes to your website’s design and content with the goals of making it more attractive to search engines. Businesses engage in SEO to leverage the free and organic traffic that flows from the search engine.
Search engines aim to provide their users with relevant and informative content, and SEO helps you ensure your site ranks high on search engine results.
Search Engine Results Page (SERP) is the result that a search engine generates in response to a query. The SERP may display relevant paid advertisements in addition to the organic results.
There’s a fierce competition amongst marketers and advertisers to get to the top space in a search engine result page to maximize their visibility.
A search term is a phrase a search engine user enters to search on the internet. Search engines like Google understand these search terms and return relevant results.
For instance, if you are looking for the best restaurant in New Jersey and type-in “best restaurants in New Jersey” in the Google search box, then that’s the search term.
Seasonality in data involves using repeating patterns to predict or estimate a future trend or event. For instance, the patronage of picnic centres would reduce during winter and increase during the summer.
There’s an element of seasonality in most data, and with proper analysis, you can find the same trend repeating itself.
Services Delivery Manager (BI Delivery Team) play is responsible for the overall success of a BI project. They manage several key customers focused activities in the organizational hierarchy, including project implementation, product support and hosting.
Services Delivery Manager also focuses on maintaining a good relationship with customers and improving the business services to ensure they are satisfied.
A session also referred to as visit, is a set of interactions or requests made by one user within a given timeframe on your website. A single session consists of several activities, like page views, events, and transaction.
For example, when someone visits your website from an external link, reads your content and exit the website, then that’s considered as a session. Tracking your session metrics allow you to identify active users on your site.
A short-form video is a popular video marketing content with a duration of 15 to 60 seconds posted to catch customers’ attention and create awareness.
Short-form videos are mostly found on social media platforms like Facebook, YouTube, and Instagram. They allow brands to get points across to customers visually and memorably.
A site map is a file that lists all the URL of a website. Sitemaps provide information about the pages and files on a website and show the relationship between them. It can tell you when a URL was created, how it connects in the site and the changes that have been made to it.
Search engines like Google require a website’s sitemap to be able to crawl it.
Slowly Changing Dimensions (SCD) is a dimension the changes slowly and unpredictably over time, rather than changing on a regular or static schedule.
The SCD stores and manages both historical and current data in a data warehouse. By tracking changes in dimension attributes, users will be able to assign proper value and report historical data at any given time.
Snowflake Schema refers to a multidimensional database with tables arranged logically that the ER diagram is shaped like a snowflake. The snowflake schema is often depicted by a centralized fact table connected to multiple dimensions.
For the schema to achieve a snowflake shape, it must consist of various levels, parent tables and child tables.
Social Media is an internet-based technology that is designed to allow users to create, share or exchange content quickly and efficiently.
Examples of social media platforms include Facebook, Instagram, Twitter, Youtube and Vimeo.
Social media has grown over the years to a marketing medium with which allows numerous businesses to reach out to their customers online.
A social network is a platform that brings like-minded people together to share ideas, discuss and make new friends. Social network platforms have helped to connect millions of people of different languages and culture across the globe.
Facebook, Twitter, LinkedIn, MySpace are examples of social networks. Facebook is the largest social network and has over two billion active users.
Soft Bounce occurs when an email is temporarily undeliverable to a recipient and bounce back undelivered. A soft bounce can occur when the recipient’s inbox is full. It can also be due to the message being too large or the email server being offline.
The email server usually provides details on why the email couldn’t be sent.
A star schema is the simplest style for organizing data when developing a data warehouse. The star schema gets the name from the physical structure that resembles the shape of a star.
The essence of the star schema is to cull out related numeric fact data and separate it from dimensional data.
Statistically Significant is a concept used in statistical hypothesis testing. It shows the likelihood that the relationship between multiple variables is caused by something other than chance.
Website owners, marketers and advertiser use statistical significance to determine the risk tolerance and confidence level of A/B testing (like email marketing tweaks and conversion testing) before making conclusions.
Stored Procedure is a batch of SQL code you can save so that it can be reused over and over again. Stored procedures are stored in the SQL Server database as objects, and when recalled for the first time, the Server creates an execution plan which it stores to make the procedure faster and more reliable.
Stored procedures reduce threat and enhance performances after the first execution.
A subject matter expert (SME) is an individual with extensive knowledge and expertise of a particular process, function, equipment, technology, material or subject for a project.
Typically, the subject matter expert is expected to have developed a deep understanding of the designated subject over time.
For instance, A data analytics expert should know how to extract and analyze data for various purposes.
A surrogate key is used in a database for identifying the entity of an object. It’s however of no significance if the business is not using it. As soon as the surrogate key is used to identify or track data in the database, it becomes a vital key.
The surrogate key is internally generated and can represent an entity or object within the database. It usually has sequential serial numbers and can be used to speed up joins between tables.
SWOT is an acronym for Strengths, Weaknesses, Opportunities, and Threats. It’s a technique that helps you develop your business strategy, whether it’s a Start-up or remodelling of an existing company.
Adopting SWOT analysis reduces the chances of failure in a process, as it allows you to examine every aspect of your strategy and eliminate risks that would otherwise have caught you unawares.
In a relational database, table relations are formed by rows belonging to different tables. The table relations are built on foreign keys that reference the primary key in the other table.
It allows the rational database to split and store data into various tables and fields while linking related data items.
A tag is a label (usually a single word) that describes what it’s assigned to. Tags are used for internet bookmarks, videos, files, images, and websites.
It helps to classify, mark ownership or describe the content. In social media, tags allow users to engage other individuals and businesses in a post, usually by mentioning them.
Tags are also useful for website owners, as it allows social media to identify their pages online and rank them in related searches.
Target audience is a group of people defined by specific behaviour and demographics which businesses, marketers and advertisers are trying to reach.
Determining your target audience demographic is essential to create contents that suit them. For example, the target audience of an online boutique selling man wears will be male within a specific age.
Tech stack describes a combination of software products, frameworks, programming languages, patterns, and tools used by developers to create web and mobile applications.
Each tool in the stack has a specific function which aids the development, deployment or efficient functioning of the application.
Hence, picking the right combination of tools is essential to avoid issues during the development stage.
Test Validation is an important procedure to validate test cases by executing the steps and capturing the results. Test validation ensures that a product meets the client’s requirements. It ensures the software fulfils the need when deployed without any issues.
The process is also carried out to safeguard against source variations which may have been missed during the original development stage.
Time on-page is a metric that discloses the amount of time a visitor spends on the site before leaving.
The time on page is calculated by the time difference at the point the individual landed on your site, and the time when they left the site. This metric helps you measure the performance of your site.
Tracking pixels is an HTML code snippet or a graphic which is loaded when a user opens an email or visits a webpage. It is useful for tracking site conversions, web traffic and user behaviour.
Tracking pixels enables eCommerce store owners to have a deep understanding of how users respond and interact with their ads, email campaigns, and the site as a whole.
Traffic acquisition is the process of attracting visitors to mobile apps, websites and other digital assets. The traffic acquisition goal lies somewhere between conversion, sales and brand awareness.
Traffic acquisition processes include online ads, search engine optimization, and other efforts to generate traffic to a website or landing page.
A unique visitor is a term used in web Analytics to describe an individual who visits a particular website over a specific period repeatedly and is automatically registered by the cookie.
Unique visitors are also referred to as unique users and give the website owner a sense of the size of their audience.
User-generated content (also known as a user-created content) is a form of content such as videos, images, audio and text, created by users on online platforms such as Wikis and social media.
Since User Generated Content UGC has more credibility than branded content ads, it has become the cheapest way through which companies promotes their products. Most companies encourage their customers to create this type of content.
A variation is a change in data that leads to an unexpected encounter and indicates that something out of the ordinary has happened.
Variation can be caused by four different factors, including common causes, special causes, structural variation and tampering. Variations are always encountered in data, irrespective of the structure of the data.
A view is a metric that indicates how many times a webpage is visited or loaded by the website user during a given time or per section.
A user can visit any website either by clicking any internal or external link or via the search button. Whenever someone visits a website, the total view ticks up.
Visual Studio is an integrated development environment (IDE) that is used to develop computer programs for Microsoft Windows.
Visual Studio development tools and services make app development easy for any platform and language. With the help of this integrated development environment, you can create native code and managed codes.
Visual Studio is also known as Microsoft Visual Studio and runs primarily on Windows.
A vlog which is also known as a video blog or video log is a form of web television
Most of all of the contents on a blog are in video form. Video blog posts are mostly videos of an individual reporting about a particular subject or reviewing a product or an event.
Live broadcasts from various social media channels such as Instagram and Facebook can be displayed using vlog.