Glossary

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A/B Testing

Test campaign run on two different versions of a landing page to determine the most efficient. Half of the traffic is directed to version A, the other half to version B. The results of each version are then compared.

Account

Website profiles.

Ad clicks

Number of user clicks on a banner or ad as measured from the original page.

Advanced segments

Filter data according to certain criteria.

Adwords

It’s the advertising solution offered by Google. In short, AdWords allow you to buy visibility on certain keywords. When searching on Google, depending on the search context AdWords adds links to your site to the search results. These advertising links are indicated by the mention “Ad” in the SERPs. Billing is done by the number of clicks made by Internet users. The price of the click is put up for auction (on average from 0.10 € to 1 € but this price varies according to the demand for the word).

AMS

Amazon advertising platform that offers services to increase traffic to product pages and therefore increase sales.

Average basket

Average values in Euro spent per transaction.

AWS

American company owned by the Amazon group providing cloud computing services on an on demand platform with the same name.

Backlinks

Backlinks are the external hyperlinks that lead to your site. Their role, their position and their contents are preponderant in the positioning and notoriety of your site.

Black hat

All the dubious practices of SEO, (the dark side of the force), including spamdexing, cloaking, etc.. In contrast, ethical practices are referred to as “white hat”. In English we also say blacklist. If Google blacklists you, it means that as a result of “black hat” type actions your pages have been removed from the search results.

Bot, GoogleBot, Spider

A Bot is a robot in the computer sense of the term, i.e. a program developed to analyze the content of Web pages, classify, index and rate them. These are the bots that fill the databases of search engines. Conversely, directories are based solely on manual entries. The bots are able to follow the links of a page and thus index content that has not been submitted by its creator.

Bounce rate

Number of visitors leaving a website after only visiting one page. If your page has a high bounce rate, something in it drives visitors away. This does not apply the same to all sites: for example, in the case of a blog, a large amount of information is present on a single page. The duration of the visit is also to be taken into account.

Brand building

The process of creating a brand or improving customer’s knowledge or opinion of it.

Calculating the CTR

CTR = number of clicks / number of impressions x 100.

Call-To-Action (CTA)

Formulation (often as a button) urging the reader to take more or less immediate action sought by the advertiser.

Capping

The action of limiting, for a given period, the number of insertions of an advertisement on a support site. A capping of 4 over 24 hours for a banner means that it will only be displayed four times for each visitor during a full day. IAB definition: Capping = frequency x format x duration x location.

Chargeback

Charge returned to a means of payment after successfully disputing an item.

Checkout counter

Low shelving located in front of the cashier containing products whose sales you want to increase.

Chilled food

Food that is is stored at refrigeration temperature.

Click & Collect

Service allowing consumers to order online and then collect their item at a nearby store.

Cloaking

Cloaking means presenting a different page content based on the customer. This Black Hat type of technique is often used to provide content to optimize search engines (User-agent ID or IP address).

CNIL

French National Commission of Informatics and Liberties.

Conversion

Action carried out on a site according to the objective of the site (Example: subscribe to a newsletter, consult more than 3 pages during a visit, buy a product online).

Conversion funnel

The Internet user’s journey before performing a conversion action on a website.

Conversion rate

Proportion of purchases on a given website compared to the number of visitors.

Cookie

Small text file stored on the user’s computer. In Web Analytics, it stores internet traffic sources as well as other non-nominative information. Placed during a research on the hard drive of the connected computer by the site server or a third party authorized by the site, it collects and stores data on browsing behaviour from the connected computer.

Core

The main Amazon website.

Coverage

Number of target individuals having been in contact at least once with one or more medium of the advertising campaign. Most commonly the word coverage is used when there is at least 1 contact and it is expressed in thousands or in%. (In% of a target, we also speak of penetration).

CPA

“Cost per action” – fee charged by Publisher each time they bring you a user who performs action on your site. An action can be a purchase, a subscription to a newsletter or other. Note that commissions can be fixed or variable.

CPC

“Cost per click”, one click often meaning one visitor – fee charged by the Publisher you for each click on your advertising medium (banner, link, others).

CPL

“Cost per lead”, business model similar to CPA. It means that a fee is charged for each connection (lead generation), regardless of the final outcome.

CPM

“Cost per thousand impressions”. The Publisher will publish your campaign and each time your ad is viewed 1,000 times, it will charge you for one CPM unit.

CRM

Customer Relationship Management – the combination of technologies and strategies used to measure and evaluate customer interactions with the company.

Cross media

Coordinated use of the various media in an editorial or advertising manner, often considered to be a “tailor-made special operation”, the objective of which is to allow the consumer to be reached at the right time, as effectively as possible.

Cross selling

The action of offering complementary products to the product viewed / purchased.

CSV

Comma Separated Values. File format whose information is separated by a comma or else.

CTR (Click Trough Rate)

The ratio of the number of times a page or element is clicked on to the number of views.

Custom report

Report containing only the information the user needs.

Custom variable

Custom additional segments to apply to visitors.

Customer acquisition cost

Average investment made to obtain a new customer.

Date of minimum durability

“Best before” date. Date until which a foodstuff retains specific qualities.

Direct

A “direct” is the common term used to refer to a direct message sent through instagram.

Directory

Like search engines, directories are used to give you access to information, however directories are only powered by manual registration actions. This allows precise control of the information published but does not allow an investigation on the web as do the bot engines. Let us quote the famous DMoz directory which serves as a referential base for Google in addition to its spiders.

Display

Refers to the display of advertising on the Internet with the purchase of space using graphic or visual elements. Different formats are available.

Distance selling

The act of selling a good without face-to-face contact.

DMP

“Data Management Platforms” systems used by companies for collecting and organizing user data and information in order to cluster and analyse them, thus optimizing advertising investments.

Drop shipping

Inventory management technique consisting in letting suppliers manage shipments.

Duplicate Content

We speak of Duplicate Content when two separate URLs lead to the same content. This practice is penalized by search engines that see it as a way to fake and exaggerate information display data and artificially inflate its importance.

EAN

“European Article Number” – a GS1 barcode.

Engagement rate

Percentage of people who have seen and responded to, shared, clicked, or commented on a post.

Ergonomics

Study of the relationships between humans and their environment. As far as we’re concerned, it’s about improving the web interface.

ERP

Enterprise Resource Planning.

FFP

Frustration Free Packaging. One of Amazon’s requirements for packaging. it is designed so as not to include plastic shells, closures with threads or laces and other superfluous packaging elements; it is extremely easy to open and 100% recyclable.

FTP

Acronym for File Transfer Protocol. Allows the exchange of files between two computers.

Fulfilment

Actions carried out from the moment an order is placed: logistics, customer service.

Full-funnel marketing approach

Reaching potential consumers according to where they fall into the funnel.

GDPR

General Data Protection Regulation – It aims to strengthen the rights of EU citizens in terms of data processing and harmonize legislation on data protection in all EU Member States.

General contractor

A person or company having the overall operational responsibility of a construction or plant engineering project.

Google Analytics

Solution proposed by Google to measure the traffic statistics of a site and measure its audience. Google Analytics works by adding a JavaScript Length of pages that you want to audit. It allows to know the keywords used to access your pages, number of visits, geolocation of users, etc.

Google Bombing

A technique that uses Google’s indexing process to influence search results. Google (among other parameters) determines the relevance of a result by the presence of certain expressions and the amount of times it comes up in websites and hyperlinks. In order to successfully Google bomb, you need to convince many webmasters as possible to put on their websites the same link containing the same expression to a the same webpage.

Google Dance

It defines the periodic change of position of websites in the SERPs which made the sites “dance” from one position to another. The positioning used to be monthly, but it is now almost in real time. All that remains of this “dance” is the page ranking.

GS1

A non-profit association dedicated to the development and implementation of world standards and solutions to increase the efficiency and visibility of supply and demand constraints across various sectors and worldwide.

HTTPS

Protocol for securing a flow via SSL, for example when making a payment.

Inbound Marketing

Inbound marketing is the marketing strategy which aims to bring costumers towards you rather than with reaching them with traditional outbound marketing techniques.

Interoperability

Communication between softwares without restrictions.

IRI

Information Resources, Incorporated is a data analytics and market research company.

KAM

Key account management (KAM) a form of marketing organization that provides special assistance to particularly important customers (key accounts).

Keyword

Words and expressions that allow Internet users to find your site via a search (SERP). The choice and positioning of these keywords is therefore the major element in the implementation of your communication and visibility strategy on the internet.

KPI

Key Performance Indicators are used to measure the impact of an action followed by a model defined in advance.

Large-scale distribution

Retail system based on a network of supermarkets and other various intermediaries.

Lead

Potential buyer of a given product or service.

Lead scoring

The practice of calculating and assigning a score to the prospects of the company. The purpose of this operation is to better understand the prospects’ potential, degree of interest in the product / service or their position in the purchasing cycle. The score is used to select targets, establish contact priorities and personalize the marketing action.

Long Tail

It’s a statistical concept that appears in distributions. The tail symbolises the amortization of the Gaussian curve (or bell curve) of the statistical distributions. Applied to SEO, it highlights, for example, that many keywords each generating a single visit should not be overlooked in favour of one keyword generating a lot of visits. The sum of the weak keywords can often lead to more visits than a single strong keyword. It is a fact that the star selling products on Amazon site represent a much smaller sales quota than the sum of all the less selling product.

Lump Sum

Fixed fee in negotiations.

Mail-order selling

Retail system where the customer orders usually from a catalogue and the goods are shipper directly to them.

Market Basket Analysis 

Analysis of products purchased by a customer and relations between them to determine marketing strategies.

Market place

A space where vendors and buyers can meet, e.g., eBay.

Netlinking

The practice of creating, positioning and exchanging links. Netlinking plays a preponderant role in natural referencing but also in shadier practices like Google Bombing. A good Netlinking would be for example a Webmaster exchanging links with complementary sites having a high PageRank or TrustRank index.

Nielsen

Nielsen Holdings plc is a global measurement and data analytics company providing a complete vision of the world on consumers and markets.

OOH

Or outdoor advertising, a type of advertising that reaches potential customers while they are outside their homes.

Open Source

Software whose code is accessible and redistributable. It can sometimes be downloaded for free.

Opt-in

The act of voluntarily subscribing to a mailing list. -active opt-in: the internet user must voluntarily check a box (or scroll through a drop-down menu) so that the data can be used subsequently for commercial purposes. – passive opt-in: a box is already pre-checked (or a drop-down menu already present) on the affirmative answer.

Opt-in, opt-out

Methods of collecting personal data from Internet users.

Opt-out

Action which consists in unsubscribing from a mailing list. – active opt-out: the internet user must check a box (or select a drop-down menu) so as not to receive a message later. – The passive opt-out: when registering or subscribing to a service, the Internet user is automatically registered without having the opportunity to change his choice. He can only unsubscribe later.

Organic traffic

Indicator of the number of visitors opening a website from search engines.

Pages per visit

Number of pages viewed in succession, i.e., during the same visit session.

Pageview

Number of pages viewed over a given period.

Paid referencing

Technique that involves the purchase of sponsored links on search engines, social networks or websites with a large audience in order to make advertisements visible to users who are likely to be interested.

Paid traffic

The action of paying search engines to show a website in specific areas of the SERP.

PR Sculpting

It’s the optimization of the “Link juice”. One of the main parameters in the calculation of the ranking of a page is the presence of links and relevance, hence the idea to favour some over others.

Price cut

The action of reducing a price.

Project managment

The application of skills, know-how, methods and processes to achieve specific objectives.

Pure Player

100% online company connecting supply and demand, employing a reduced staff.

Reach

In social media lingo, reach is the number of users a publication can reach.

Reassurance messaging

The act of reassuring a potential buyer in order to overcome their hesitation.

Redemption

Indicates the result in absolute or percentage terms of a promotional or sales operation.

Referral

Traffic coming from a third party site (partners, directory, etc.).

Referring sites

Sites referring to another site.

RegEx (Regular Expression)

Computer script for isolating regular subsets.

Responsive design

The responsive web design includes Internet content design techniques to offer self-adaptive content based on what interface is used by the visitor.

Retargeting

It is an advertising practice which consists in targeting an individual who has visited a website without making a purchase or converting to the brand.

ROAS

Return On Advertising Spend – tool used to evaluate the effectiveness of digital marketing campaigns by linking costs and revenues.

ROI

Acronym for Return On Investment. It’s the rate of return any action. If you hear remarks such as: “No point in wasting time on that keyword, the ROI would be too low”, it means that the investment would not be profitable.

SAAS

Software as a Service is a concept consisting in providing services or computer software through the Web.

Scalability

Ability of a site to withstand the increasing load of visitor traffic.

Asynchronous Script

JavaScript function installed and executed in the HTML header of a page. The Asynchronous scripts enable faster page loading.

Search engine

It is a tool that automatically references web pages on the Internet using a program called spider or robot.

Segment

Sub-set of statistical data.

SEM

Acronym for Search Engine Marketing , i.e. Sponsored Links.

SEO

Acronym for Search Engine Optimisation. This acronym is commonly used to speak of referencing or positioning.

SERP

Acronym for Search Engine Result Page. Better to be included in the top positions!

Session Duration

Amount of time spent on each page of a website.

Shopbots

Price comparison robots.

Shopper

Someone who shops, synonym for client.

Silos Organisation

It is used to describe the isolation occurring between employees or department within a company.

SIOC

Ships In Own Container. One of Amazon’s requirements for packaging. According to the rule, any item must be shippable without additional packaging.

Spamdexing

Literally “indexing spam”, spamdexing corresponds to a set of Black Hat techniques intended to deceive search engines in order to unfairly obtain a good positioning. These include among other cloaking, misuse of doorway pages, etc.

Spamming

The action of bulk sending unwanted emails.

Spoofing

Unlawful appropriation of IP address.

Testing phase

Testing a website before launching it online.

Thank You Page

Page generated when a visitor fills out a form on a web page.

Tracking

Actions intended to measure visitors’ profile, their journey, their centres of interest, their origin in the network, etc. in order to offer custom content.

Traffic source

Site from which the user comes before visiting another site.

Traffic

Indicator of the number of visits to a website.

Up selling

Attempt to sell a product from a higher range than the product viewed or purchased.

VeePee

New name of Vente Privée.

Vine

It was a free application that allowed users to create short videos called vines.

Visit

Site consultation session (sequence pages viewed on a site).

VoIP

The Voice Over Internet Protocol allows telephone calls to be transmitted over the Internet. The voice is transformed into digital signals, and routed in data packets to the recipient.

Web service

Application for data exchange via XML.

White Hat

Set of good SEO practices. These are for example the practices that aim to increase the visibility of the page’s information to spiders (or bot).

XML

File format, formatted by tags (example: data).

1P/3P

Amazon lexicon: Selling 1P means selling TO the marketplace; selling 3P means selling ON the marketplace directly.