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Term or acronym

Definition

Experience Platform standardizes data and content across the enterprise, powering real-time consumer profiles, enabling data science, and accelerating content velocity to drive experience personalization across the customer journey.

High-level data, detailing how a group (e.g., consumers, campaigns, regions, etc.) interacts with or performs in your business

Any action that the user takes and is considered valuable by the business. Signups, product purchase, and so forth.

Marketing touchpoint or conversion data at the event-level that includes event timestamp and Person ID

One copy of the data science pipeline with its own set of objective and configuration.

The interaction a prospect/lead has with a company鈥檚 online or offline marketing efforts.

The process of assigning revenue credit to a marketing touchpoint. This is done by tracking a prospect鈥檚 entire customer journey, starting from their first interaction with a company to when the deal closes. The revenue generated from the deal gets attributed back to the marketing touchpoints that drove the sale. The amount of revenue credit given to a touchpoint depends on how much that touchpoint influenced the customer鈥檚 purchasing decision.

A strategy for evaluating the effectiveness of your marketing touchpoints and giving credit to the most valuable in the buyer journey.

A service that enables you to measure, optimize, and plan marketing investments by applying machine learning models to provide insights on the historical and future impact of marketing investments on key business goals.

Forecasted Revenue - Spend

Forecasted Return / Spend
or
(Forecasted Revenue - Spend) / Spend

((Forecasted Revenue - Spend) / Spend) x 100%

Channel Spend / Forecasted number of conversions attributed to all paid channels

Total Paid Channel Spend / Forecasted number of conversions attributed to all paid channels

Total Spend / Total forecasted number of conversions (across all channels + base channel)