Reference
Glossary
In brief: the most important technical terms that appear on this website.
- AI (artificial intelligence)
- Systems that take on tasks which would normally require human intelligence, such as understanding text, recognising patterns or making predictions.
- AI maturity
- How ready a business is for AI: how well your strategy, data foundation, decision-making and team are prepared for putting AI to work.
- Attribution
- Assigning conversions to the marketing channels that contributed to them, so it becomes clear which channel drove which share of your success.
- Audit
- A structured stocktake in which we examine data quality, systems and processes to give an honest assessment of where a business really stands.
- Change management
- Guiding change within a business so that new tools and ways of working are genuinely adopted by people and used in everyday work.
- Cohort analysis
- Comparing groups of users with the same starting point (for example, new customers from one month) over time to spot patterns in behaviour.
- Compliance
- Meeting legal and internal requirements, for example on data protection and the responsible handling of data and AI.
- Consent management
- Obtaining, storing and enforcing website visitors' consent to cookies and tracking, usually via a consent banner.
- Conversion
- A desired action on your website, such as a purchase, an enquiry or a newsletter sign-up; measuring it makes marketing success visible.
- CRM
- A system for managing customer data and customer relationships, from first contact to closing the deal.
- Customer journey
- The path a customer takes across all touchpoints, from the first ad to the purchase and beyond.
- Dashboard
- A clear view that brings together key figures from different data sources, so you can make decisions at a glance.
- Data pipeline (ETL/ELT)
- An automated data flow that reads data from source systems, prepares it and stores it in a central data warehouse.
- Data science
- Gaining insights from data using statistical and algorithmic methods, often the foundation for AI applications.
- Data warehouse
- A central database that brings together data from different systems and makes it available for analysis.
- Event
- A single measured interaction on your website, such as a click, a page view or a completed purchase.
- First-party data
- Data a business collects itself, with its customers' consent, rather than sourcing it from third parties; increasingly the most valuable data source.
- Framework
- A conceptual or technical structure that shapes a way of working. We use frameworks pragmatically, not as an end in themselves.
- GA4 (Google Analytics 4)
- Google's web analytics tool for measuring how visitors use a website, from page views to conversions.
- KPI (key performance indicator)
- A performance metric used to measure the success of an initiative or area; the foundation of every good report.
- MarTech
- Short for "marketing technology": the tools and systems used to measure, automate and manage marketing.
- Reporting
- Turning data into regular, understandable reports so a team can follow and steer the success of its work.
- Roadmap
- A plan with milestones and responsibilities that shows the steps needed to reach a goal, for example introducing AI.
- ROI
- The ratio of return to budget spent; it shows whether an investment, for example in advertising, pays off measurably.
- Server-side tracking
- Measurement via your own server rather than in the browser alone; more accurate, more robust against ad blockers and easier to control for data protection.
- Tag management system
- A central system (such as Google Tag Manager) for managing all of a website's measurement components without having to change the code.
- Tracking
- Collecting usage and business data cleanly and in line with data protection rules, as a reliable basis for analysis and decisions.
- Use case
- A concrete application in which a technology such as AI delivers measurable value, for example faster quotes or fewer errors.