Glossary

Various platforms or sources through which visitors arrive at a website, such as organic search, social media, or email marketing.

The path a prospect takes to become a user, spanning exposure, learning, and first conversion.

The percentage of users who complete a core set of actions defined as proving the user has Activated.

The operational friction and delay experienced by a marketing team when technical bottlenecks or slow vendors prevent them from executing critical Go-to-Market campaigns at scale.

The strategic process of maintaining a meaningful, long-term digital relationship with graduates to encourage donations and mentorship.

Interface for organizing and optimizing media files.

The rule or set of rules that determines how credit for a conversion is assigned to different touchpoints.

Structured rules used to assign credit to digital touchpoints influencing a conversion.

Record tracking all actions and changes for accountability.

The average amount of revenue generated per user or per paying account.

The operational task of managing the server, database, and code of a CMS.

The speed at which an administrator can perform tasks within the CMS interface.

System allowing instant reversion to a previous site version.

The set of policies, standards, and guidelines that dictate how a brand should be communicated visually and verbally.

The consistent delivery of a brand's promise and positioning across all digital touchpoints.

The compelling narrative that defines a corporation's mission and promise, articulated across the digital platform.