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Retail media networks give second-and-third-party brands the ability to purchase ad inventory and market to customers across a retailer’s owned channels with an extremely targeted approach.

Composable software is an approach to building system infrastructure through modules.

Cloud migration is a process where some–or all–of an organization’s digital assets, services, databases, resources, applications, infrastructure, and storage are moved into cloud environments.

Multi-touch attribution marketing is an attribution model that lets you break down each touch point to make data-driven decisions that inform future marketing efforts and see the best return on investment (ROI).

Customer sentiment analysis, also called opinion mining, is the automated process of identifying how your customers feel about your product, service, or brand.

Semi-structured data is unstructured data with some structural attributes.

Unstructured data is data that is not defined by a particular model, or schema.

Structured data is data that is predefined, meaning each of the data points have assigned fields in a spreadsheet, table, or database.

Customer data management (CDM) is a strategy that comprises the tools, processes, and people required to collect, manage, and analyze customer data.

Data cleansing is the process of analyzing and detecting incorrect or corrupt data and then correcting or removing it from the dataset. 

A data lake is a repository of data stored in its raw format. This data can be structured (databases), unstructured (documents, PDFs, email), or semi-structured (XML, CSV, JSON). In addition, a data lake can store images, audio, video, log files, clickstreams, social media, and IoT data.

There are two ways you can store data in a database: schema or schemaless. Each approach has advantages and disadvantages depending on how you plan to use that data.

Customer segmentation is a the process of segmenting individuals into audiences based on common characteristics and attributes.

A Center of Excellence (CoE) is a team of specialized employees who provide strategic planning and establish best practices surrounding a subject or goal.

Data democratization is the process of enabling both technical and non-technical users within an organization to access and leverage unified data securely.

Agile methodology is a set of principles designed to modernize software development and project management teams for flexibility and scale.

A digital experience platform is a set of tools that allows businesses to manage and improve the digital experience across channels and devices.

Low-code and no-code development refers to a set of platforms and software tools that enable enterprise developers and other non-developer employees (i.e., business users) to build web experiences and applications in a modular, drag-and-drop fashion.

Behavioral marketing creates more targeted and personalized offers to customers and prospective customers based on the knowledge of actions they previously performed.

Data masking is a technique for modifying data that allows authorized people or applications to use customer’s personal data while preventing or limiting its exposure or use by unauthorized people or applications, in an effort to improve data security and privacy.

A data clean room is a secure, encrypted location where first-party data can be anonymized and matched with aggregated second-and-third-party data from trusted partners and publishers to perform analysis.

Third-party cookies are used to target consumers with ads based on consumer interests and browsing history gathered from website searches and browser activity.

A second-party cookie represents data shared directly between two organizations, either as part of a direct partnership or through data monetization.

A first-party cookie collect user engagement data that a consumer directly has with a brand’s owned channels, like a direct-to-consumer website, chatbot, loyalty program, membership, or owned mobile app.

Lookalike modeling creates better segmentation and targeting for marketing campaigns, which leads to improved advertising effectiveness and higher ROI.

A single customer view (SCV), also known as a Customer 360 view or a Unified Customer View, is a complete set of the data an organization has about a customer, which can be accessed in a single location.

Martech, or marketing technology, is the all-inclusive term for the software and digital solutions that support marketing operations. See examples here.

Tag management is a system for efficiently overseeing and updating the various marketing tags that an organization embeds in its websites and mobile applications.

Marketing automation is the use of software to automate certain tasks, such as sending a thank you email to a customer, that would otherwise require a person to handle manually.

Identity resolution is the process of creating an addressable customer profile by analyzing and resolving data across multiple touchpoints, attributes and systems.

Customer retention is a measure of an organization’s ability to keep customers.

Customer relationship management (CRM) is a process for collecting, maintaining and updating information about customers and prospective customers.

Artificial Intelligence (AI) is a discipline that uses computers and data to simulate the capabilities of the human mind, but much more quickly, at a scale and a speed that no human could ever achieve.

Personally identifiable information (PII) is information that can be used to verify a person’s identity.

Personalization is the process of tailoring communications or customer experiences taking into account the unique aspects of each individual.

A data model is a representation of entity relationships, designed to create a shared model for designers, developers, data scientists and others.

Data ingestion is the process of connecting to multiple data sources and transporting the data from each source into a single repository, typically a database, data warehouse, or data lake

Customer experience is the customer’s perception of their interactions with your business, including all the actions, messages, and engagement you perform across all customer touchpoints.

A customer persona, also called a buyer persona, is a representation of the customers that buy your products or services

Predictive analytics use algorithms and machine learning to anticipate future outcomes based on data.

Retail marketing encompasses all of the ways a consumer business attracts customers and generates sales of its goods and services.

Programmatic advertising, also called programmatic marketing, is the use of software tools to automatically purchase digital ads from an online ad exchange.

Email marketing is an advertising and communications strategy for delivering messages to a customer or prospect via email.

Looking for a Data Management Platform? We’ve rounded up a list of the most well known DMP vendors.

Direct to consumer (DTC) is a sales strategy where manufacturers and CPG (consumer packaged goods) brands sell their products directly to their customers instead of selling them through retailers and wholesalers.

A DMP, or data management platform, is a software tool used primarily in advertising and marketing to build profiles of anonymous individuals, store summary data about each individual, and share their data with advertising systems.

Marketing activation is the execution of campaigns, events, and experiences that generate awareness of your brand.

Marketing attribution is the process of associating specific marketing activities to customer sales and conversions.

An ad exchange is a digital marketplace where buyers and sellers come together and enter into a real-time bidding process to buy and sell ad space.

Customer lifetime value is the amount of money a customer is expected to spend with your company (buying products or services) over their lifetime with your company.

Return on Ad Spend (ROAS) is a marketing metric that measures revenue earned for each dollar you spend on advertising.

ETL (Extract, Transform, and Load) and ELT (Extract, Load, and Transform) are acronyms that describe the three stages of a data pipeline.

A supply-side platform (SSP) is an adtech software that helps publishers and other advertisers automate the management, selling, and optimization of ad inventory (audio, video, display, mobile) on their web and mobile properties.

A demand side platform (DSP) helps marketers programmatically buy advertising from multiple ad exchanges and ad networks.

CPG marketing is defined as the activities and campaigns used to generate awareness, brand affinity, and loyalty for a company’s consumer packaged goods.

Omnichannel marketing is the seamless integration of online and offline marketing channels a company uses to interact with customers.

Data privacy is the process of giving consumers the right to say who can use their information, what they can use, and how it can be used.

The customer journey is the full-cycle relationship between a business and its customers, from brand awareness to sales.

Behavioral data provides information about a customer’s interaction with your business.

Consent management is a process that informs users about how an organization intends to use and govern their data.