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Research and Reference: Wicked Sciences Web Analytics Terms Dictionary
The World of Web Analytics Explained in Words You Can Understand
The language of web analytics and optimization can sometime be more difficult than the practice itself. For that reason, we have taken the initiative to compile and document any vocabulary which might be commonly used among businesses, potential analytics investment champions, and analysts. By doing so, we hope to increase the understanding of the profession and reduce uncertainty between parties involved in making the websites of the world more user-friendly.
The definitions provided use reference to those sanctioned terms discussed by the Web Analytics Association, as well as: commonly misunderstood terms and phrases, IT overlap, legal language, and, at times, terms unique to a single commercial solution provider which may or may not be exactly the same as alternative wording in other solutions.
- A/B Testing - (see also: Split Testing) Used in marketing as well as web optimization and analytics, this is a type of testing where traffic or audiences are split and exposed to variations on an item or content in order to determine aid in supporting decisions with quantified performance statistics.
- Acceleration - The point where the brain begins to move from a general information processing state to a more focused channel. During acceleration, a subject should (ideally) only move toward action and curtail further lateral navigation.
- Algorithm - An algorithm is essentially a set of math operations geared at producing a finite output from a virtually infinite set of variables used as input. Search Engines use algorithms to assign Quality Score and rankings to websites. Algorithms can be extremely complex (Google looks at over 200 variables) and are closely guarded by the Search Engines.
- Ad Group - a classification of similar or like terms into a set for organization purposes within a search engine marketing campaign.
- Affiliate - a website publisher providing content to attract traffic in order to expose that traffic to advertisements.
- Affiliate Marketing - the use of affiliates as an advertising venue within the marketing strategy and customer acquisition process.
- Affirmation - Presumed to be existing in both a natural and provoked state, affirmation is post-transactional and is the return to the site with an abbreviated or non-existent appraisal process. The degree to which the initial experience was positive and powerful should, hypothetically shorten time to accelerate and kindle the impulse state.
- API (abbr. Application Programming Interface)
- Appraisal -
This is the behavior of seeking information on product queue for a potential purchase. These are broad strokes in navigation based on general term and phrase usage, non-transactional focus
- B2B - (abbr. Business to Business)
- Behavioral Targeting - Behavioral Targeting, or BT, is a type of marketing or personalization effort which uses information gathered by a web analytics collection system to create offers of content to match preferences.
- Banners - ad graphics, usually in a standard sizing, used by online entities to increase traffic and build branding messages.
- Bounce Rate - (expressed in percentiles) FORMULA:single-access visits/entries - The metric which expresses the rate at which a visit or session begins and terminates on a single landing page. Measure can be used for landing page optimization as well as to measure keyword value.
- Browser - The type and version of software interpreting variations of HTML code being used to present and navigate a site.
- Business Intelligence - the act of aggregating and analyzing metrics and data about a particular business to explore opportunities to enhance the decision making abilities of its administration and management.
- Cookie - a cookie is a text file which is placed on a browser by a server. The file may record and store information about a user session or series of sessions in order for the developer to have information to provide a superior follow up user experience.
- Campaign - a series or grouping of advertisements and messages used to convey a particular idea to a market segment or particular audience.
- Clicks - this is a raw quantitative metric of the number times which any interactive HTML item is acted upon.
- Click-Through Rate
- Commitment - Acting on the information and the excited state of having executed a checkpoint in a system of obligation; this measurement should seek to imply reduced regressive states when continuing through to additional actionable areas and streamlined return to transactional navigation due to acquired trust and familiarity.
- Conection Types - the classification of data transfer rate by the means which is used to provide it.
- Conversion - this is the ratio of successfuly executed objectives for a website to the number of potential opportunities which exist for it.
- Conversion Funnel - the breakdown of steps and checkpoints which ultimately lead to the objectives of a website.
- Conviction - The completion of the desired final action. Conviction should be measured by the degree to which a subject does or does not participate in building trust by gathering information as to policies, security, examining financial options, and other potentially pertinent information associated with going forward with a purchase.
- COGS - (abbr. Cost of Goods Sold)
- CPC - (abbr. Cost Per Click) commonly used in search marketing terminology and growing in common use in advertising, this the the cost consideration of each invidual click on an ad or paid search result.
- CPM - (abbr. Cost Per Mille) generally used in banner advertising, this is the cost of impressions per 1000.
- Creative Elements - pieces of a website or web page which comprise the components of the overall message and creative visual appeal.
- Customer Loyalty - the field of metrics in business intelligence and web analytics associated with customer acquisition, frequency, and lifetime value of their participation in business success.
- Custom Links - tracking codes that can be placed within the <a href> tags to tally the count of clicks on a particular link.
- Custom Events (Omniture) - events comprise the places or actions within a website which in some way contribute value to how developers and marketing professionals understand the user experience.
- Daily Unique Visitor
- Database
- Data Warehouse
- Distribution
- Divergence
- Domains
- Engagement - the primary
- Entry Pages - web pages which are constructed with the purpose of meeting the user with highly relative brand or product oriented content.
- Entries (count)- the number of times which a particular page is viewed at the entry to the website.
- Events -
- Exit Pages - the web pages on which a user exits per link away from the site, closing a browser, or ceases active navigation for more than the session determined time frame (standard time frame is 30 minutes or 1800 seconds)
- Exit Links - links which are used to navigate away from the domain on which a user is currently browsing within.
- Feeds
- Filter
- Forms Analysis
- Gantt Chart
- Geolocation
- Geotargeting
- Impulse - Having collected and been presented with one or several points where a call-to-action or option to execute an objective occurs, the confidence and slightly adrenal motivation carries a subject through an action and transition to a state of risk assessment.
- IP (abbr. - Internet Protocol)
- KPI (abbr. Key Performance Indicator)
- Keywords
- Landing Page
- Latency
- Log Solution
- Match Type
- Means
- Metric
- Monitor Resolutions
- Objectives
- ODBC abbr: Open Database Connectivity)
- Original Referring Domain
- Original Entry Page
- Page Views
- Path
- PathWeight
- PathLoss
- Proxy
- Referring Domain
- ROAS
- ROI
- SEM (abbr. Search Engine Marketing)
- SEO (abbr. Search Engine Optimization)
- Statistical Sampling
- Split Testing
- Tag Solution
- Taguchi Sampling
- Taguchi Methodology
- Text Ad
- Trend Chart
- Trust Elements
- UGC-(abbr. User Generated Content
- Usability Testing
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