GlossaryGlossary of Web Analytics Terms
A/B Split
A test commonly used in e-marketing which delivers two variations on a page to random groups of visitors in a live environment with the goal of testing the performance of for conversion. Also see Multi-variable A/B testing.
ACSI
The American Customer Satisfaction Index (ACSI) is an economic indicator that measures the satisfaction of 80,000 consumers across the U.S economy annually. Oringiannly developed by Claes Fornell it is produced by the National Quality Research Center (NQRC) at the University of Michigan in Ann Arbor, Michigan.
Aquisition Cost
The marginal cost of gaining one new customer.
AIDAS
Attention, Interest Desire, Action, Satisfaction - elements of the conversion message that establish and sustain the pontential customers persuasive momentum from initial contact through to the close of sale or conversion. See Call to Action: Secret Formulas to Improve Online Results By Bryan Eisenberg, Jeffrey Eisenberg, Lisa T. Davis
Call to Action
Words always containing a verb that encourage the customer to take action such as click on a button For example"Sign Up Now"
Cost per Click (CPC)
Cost per click or CPC is a frequent term used in pay per click marketing. It refers to the cost associated with a user each clicking on an advertisment.
CPM
CPM stands for "cost per mille" (one thousand) and refers to the total cost charged for delivery of 1,000 ad impressions.
Customer Lifetime Value (CLV)
The present value of the future cash flows attributed to the customer relationship. Often used in online marketng as a way of putting greater emphasis on customer service and long term customer satisfaction rather than short term sales.
CTR
The click through rate expressed as a percentage and commonly used in online advertising. Calculated by dividing the number of clicks on an online advert by the number of impressions of the advert served.
Key Performance Indicator (KPI)
Key performance indicators are rates, ratios, averages or percentages that convey important business information. They are never raw numbers - see The Big Book of Key Performance Indicators by Eric T. Peterson
Multivariate Testing
A process by which more than one element of a webpage may be tested in a live environment. Used in online marketing to identify the most effective combination of page element variations for conversion.
Net Promoter Score (NPS)
The Net Promoter Score NPS is a measure of customer satisfaction in an organisation company or service calculated by taking the percentage of customers who are promoters and subtracting the percentage who are detractors.
Pay per Click Advertising (PPC)
Advertising on search engines targetted at specific keywords or relevant site content where the advertisor is charged only when a user clicks on the advert. Examples of pay per click advertising are Google AdWords and Yahoo! Search Marketing.
RFM Analysis
RFM analysis is a method used for analyzing customer behavior and defining market segments. Commonly used in internet, database marketing and direct marketing. Standing for Recency, Frequency and Monetary Value customers are segemented according how recently they have purchased, how frequently they have purchased and the total monetary value of their purchases.SEO
Search Engine Optimisation an onlne marketing technique that seeks to optimise web pages for specific keywords to achieve prominence on search engines.
SUPA
The Scottish chapter of the Usability Professionals Association
UX
User experience is often abbreviated UX, but sometimes UE, is a term used to describe all aspects of the user’s experience when interacting with a product such as a web site.
WAA
The Web Analytics Association