Glossary

Week 1/Module 1

Lesson 1: The Art and Science Mind

Data

Facts and statistics collected together for reference or analysis.

Lesson 2: The Early History of Analytics

Epochs

Term used for a period of time in history or in a person's life, typically one marked by notable
events or particular characteristics.

Digital Data

Digital data are discrete, discontinuous representations of information or works, as contrasted

with continuous, or analog signals, which behave in a continuous manner or represent
information using a continuous function.

Lesson 3: The Contemporary History of Analytics

Banner Ad

A web banner or banner ad is a form of advertising on the World Wide Web delivered by an ad
server. This form of online advertising entails embedding an advertisement into a web page. (1)

E-Commerce

The business of buying and selling goods and services on the internet.

NASDAQ

National Association of Securities Dealers Automated Quotations exchange

NASQAQ (Dot-com) Bubble

The dot-com bubble (also known as the dot-com boom, the tech bubble, and the Internet bubble)
was a stock market bubble caused by excessive speculation in Internet-related companies in the
late 1990s, a period of massive growth in the use and adoption of the Internet.

Unicorn

A private company with a $1 billion or more market valuation.

Marketing analytics

This is a term used by marketing professionals to describe the analysis and improvement of the
efficiency and effectiveness of marketing. It consists of collecting information from different
channels and analyzing how marketing efforts of the company and its competitors are going.

Lesson 4: The Rise of Modern Data Analytics

Three-step Consumer Marketing Model

The three-step marketing model was developed by P&G in 2005. The model consists of the
following steps:

1. Stimulus: A trigger that makes the consumer want a product, probably through an ad
or from a friend.
2. First moment of truth: The consumer finds the product at a shelf in store.
3. Second moment of truth: The experience after the consumer makes the purchase
and how well the product meets the consumer's expectations.

Consumer Decision Journey

This framework, presented by consulting firm Mckinsey, captures consumers’ possible actions in
a buying decision. This framework helps organizations conceptualize important decision points of
customers and connect with customers at those points.

Zero Moment of Truth (ZMOT)

A revolution in the way consumers search for information online and make decisions about
brands. ZMOT continues to grow in importance and scale. As consumers’ behaviors evolve, so
must the ways in which brands engage consumers in today’s always-connected mobile-first
world.

F.A.M.G.A

Facebook, Apple, Microsoft, Google, Amazon

G.D.P.R
The General Data Protection Regulation is a regulation in EU law on data protection and privacy
in the European Union and the European Economic Area. It also addresses the transfer of
personal data outside the EU and EEA areas.

California Privacy Initiative

The California Consumer Privacy Act of 2018 (CCPA) gives consumers more control over the
personal information that businesses collect about them. This landmark law secures new privacy
rights for California consumers, including:

• The right to know about the personal information a business collects about them and
how it is used and shared;
• The right to delete personal information collected from them (with some exceptions);
• The right to opt-out of the sale of their personal information; and
• The right to non-discrimination for exercising their CCPA rights. (2)

ITP Apple

ITP or Intelligent Tracking Prevention is a new feature added to the Safari browser that restricts
user tracking using cookies. Meaning, ITP limits publishers and advertisers to track users across
domains.

ETP Firefox

Enhanced Tracking Protection in Firefox automatically protects your privacy while you browse. It
blocks many of the trackers that follow you around online to collect information about your
browsing habits and interests.

Week 2/Module 2- The Consumer Brand Relationship

Lesson 1 -Online Video

Streaming Service

A subscription-based service offering online streaming of films and television programs. Some
popular streaming services include Disney+, Apple TV+, HBO Max, Hulu, Netflix, Prime Video,
YouTube Premium and other sites which stream films and television programs. (3)

Lesson 2- Online Search

S.E.R.P

Search Engine Results Page

Search Engine Marketing (SEM)

A form of Internet marketing that involves the promotion of websites by increasing their visibility
in search engine results pages (SERPs) through optimization and advertising.

Search Engine Optimization (SEO)

The process of affecting the visibility of a website or a web page in a search engine's unpaid
results, which are often referred to as "natural," "organic," or "earned" results.

Lesson 2- Display Media

Display Ads

A graphical advertising on the Web that appears next to content on web pages, IM applications,
email, etc. These ads, often referred to as banners, come in standardized ad sizes, and can
include text, logos, pictures, or rich media.

Demand Side Platform (DSP)

A technology platform that enables advertisers and agencies to bid across multiple exchanges
through one user interface.

Lesson 4: Social Media

Amplification Rate

The rate at which company followers take company content and share it through their network.
For instance, it is the number of shares per post on Facebook, number of +1s per post on
Google+, or the number of clicks per post on Twitter.

Application Programming Interface (API)

Term used for a set of routines, protocols, and tools for building software applications. An API
expresses a software component in terms of its operations, inputs, outputs, and underlying types.
In the context of the web, web APIs are the defined interfaces through which interactions happen
between an enterprise (Twitter, Google, etc.) and applications that use its assets.

Lesson 5: The Consumer Decision Journey

Consumer Decision Journey

This framework, presented by consulting firm Mckinsey, captures consumers’ possible actions in
a buying decision. This framework helps organizations conceptualize important decision points of
customers and connect with customers at those points.

Framework

A set of assumptions, concepts, or practices that constitutes a way of viewing reality. Also
defined as a broad overview, outline, or skeleton of interlinked items that supports a particular
approach to a specific objective and serves as a guide that can be modified as required by
adding or deleting items.

Digital Channels

These are communication paths that handle only digital signals. All voice and video signals have
to be converted from analog to digital in order to be carried over a digital channel. It is an
essential component of digital marketing.

Week 3/Module 3- Science of Analytics Part 1

Lesson 1 - Digital Data Infrastructure

Cookies

A text file that gets dropped on a consumer's computer when they go visit a website.

Tags

A tag is a non-hierarchical keyword or term assigned to a piece of information (such as an

Internet bookmark, digital image, or computer file.

Lesson 3- Consumer Outcomes

Consumer Decision Journey

This framework, presented by consulting firm Mckinsey, captures consumers’ possible actions in
a buying decision. This framework helps organizations conceptualize important decision points of
customers and connect with customers at those points.

Targeting

Targeting or targeted advertising is a type of advertising whereby advertisements are placed so

as to reach consumers based on various traits such as demographics, psychographics, and
behavioral variables.
Lesson 5- Attribution

M.M.M’s

Multi Touch Attribution Models (MTA)

Cookies

A text file that gets dropped on a consumer's computer when they go visit a website.

Tags

A tag is a non-hierarchical keyword or term assigned to a piece of information (such as an

Internet bookmark, digital image, or computer file.

Week 4/Module 4 – The Science of Analytics Part 2

Module 4 Overview

Framework

A set of assumptions, concepts, or practices that constitutes a way of viewing reality. Also
defined as a broad overview, outline, or skeleton of interlinked items that supports a particular
approach to a specific objective and serves as a guide that can be modified as required by
adding or deleting items.

Lesson 1: Analytics and Dataviz Tools

Database

An organized collection of data to model aspects of reality that supports processes requiring
information. For example, modeling the availability of rooms in hotels to support finding a hotel
with vacancies.

Data Density

A measure of the quantity of information bits that can be stored on a given length of track, area of
surface, or in a given volume of a computer storage medium. (4)

Multivariate and A/B testing

A process in Internet marketing by which more than one component of a website may be tested
in a live environment. In simple terms, it can be thought of as numerous A/B tests performed on a
single page at the same time. A/B tests are usually performed to determine the better of two
content variations; multivariate testing can theoretically test the effectiveness of limitless
combinations.

Lesson 2- Evaluating the Tool Landscape

10/90 Rule

A rule in analytics rule of analytics and it states that for every $10 you spend on analytics you
should be spending $90 on the people to analyze those reports.

Lesson 3- Digital Marketing Maturity

Marketing Analytics

This is a term used by marketing professionals to describe the analysis and improvement of the
efficiency and effectiveness of marketing. It consists of collecting information from different
channels and analyzing how marketing efforts of the company and its competitors are going.

Marketing Analyst

Marketing analyst contributes through supporting all digital marketing programs (digital display,
paid search, SEO, comparison shopping engines, affiliates, etc.) by applying advanced
marketing analytics to provide actionable insights.

4 Levels of Marketing Maturity

Nascent, Emerging, Connected, and Multi-moment

Lesson 4- The Issue of Privacy

Cookies

A text file that gets dropped on a consumer's computer when they go visit a website.

GDPR

The General Data Protection Regulation is a regulation in EU law on data protection and privacy
in the European Union and the European Economic Area. It also addresses the transfer of
personal data outside the EU and EEA areas.

California Privacy Initiative

The California Consumer Privacy Act of 2018 (CCPA) gives consumers more control over the
personal information that businesses collect about them. This landmark law secures new privacy
rights for California consumers, including:

• The right to know about the personal information a business collects about them and
how it is used and shared;
• The right to delete personal information collected from them (with some exceptions);
• The right to opt-out of the sale of their personal information; and
• The right to non-discrimination for exercising their CCPA rights. (2)

ITP Apple

ITP or Intelligent Tracking Prevention is a new feature added to the Safari browser that restricts
user tracking using cookies. Meaning, ITP limits publishers and advertisers to track users across
domains.

ETP Firefox

Enhanced Tracking Protection in Firefox automatically protects your privacy while you browse. It
blocks many of the trackers that follow you around online to collect information about your
browsing habits and interests.

CMO’s

A CMO (chief marketing officer) is a C-level corporate executive responsible for activities in an
organization that have to do with creating, communicating and delivering offerings that have
value for customers, clients or business partners.

Penny Press (1870s)

Penny press newspapers were cheap, tabloid-style newspapers mass-produced in the United
States from the 1830s onwards.

Reference List

(1) Web banner. (n.d.). In Wikipedia.

(2) State of California Department of Justice. (n.d.). California Consumer Privacy Act (CCPA).

(3) Streaming service provider. (n.d.). In Wikipedia.

(4) Areal density (computer storage). (n.d.). In Wikipedia.