A/B testing
Comparing variants across separated audiences using a defined measure. It needs correct allocation, adequate samples and controls against misleading conclusions.
Definition and sourcesKNOWLEDGE / FROM A TO Z
Glossary
Technology, explained clearly. Find a term, choose a letter or narrow the topic. Definitions include sources and their review date.
Terms 6 / 685
Clear filtersAccount-based marketing
Marketing focused on selected businesses rather than a broad audience. Sales and marketing coordinate contacts, content and success criteria.
Definition and sourcesAd groups
Units organising related ads and delivery criteria within a campaign. A coherent theme helps match messages to queries or audiences.
Definition and sourcesAffiliate marketing
A partnership model paying affiliates for attributed outcomes, such as sales. Programme rules define attribution, commission and prohibited activity.
Definition and sourcesAIDA
A model describing attention, interest, desire and action. It helps structure messages but does not prove that every purchase follows a linear path.
Definition and sourcesAttribution
Assigning conversion credit to marketing interactions. Different models and data coverage can produce different results for the same sale.
Definition and sources