Marketing, brand & growth
Brand, marketing, media & growth
Brand systems, campaign strategy, channels, audience research, acquisition, attribution and marketing measurement.
494 entries
Brand foundations & identity
47 entries- Brand
- Brand associations
- Brand audit
- Brand authenticity
- Brand awareness
- Brand code
- Brand coherence
- Brand consideration
- Brand consistency
- Brand distinctiveness
- Brand equity
- Brand essence
- Brand familiarity
- Brand guidelines
- Brand health
- Brand idea
- Brand identity
- Brand loyalty
- Brand manual
- Brand mission
- Brand personality
- Brand positioning
- Brand preference
- Brand promise
- Brand proposition
- Brand purpose
- Brand recall
- Brand recognition
- Brand refresh
- Brand reputation
- Brand salience
- Brand strategy
- Brand stretch
- Brand trust
- Brand values
- Brand vision
- Corporate brand
- Customer-based brand equity
- Distinctive brand asset
- Employer brand
- Personal brand
- Place brand
- Product brand
- Rebrand
- Service brand
- Verbal identity
- Visual identity
Brand architecture & portfolio
41 entries- Acronym name
- Brand architecture
- Brand consolidation
- Brand extension
- Brand licensing
- Brand migration
- Brand portfolio
- Brand rationalisation
- Branded house
- Cash-cow brand
- Category extension
- Co-branding
- Descriptive name
- Descriptor
- Endorsed brand
- Endorsement line
- Fighter brand
- Flagship brand
- Founder name
- House of brands
- Ingredient brand
- Invented name
- Licensed brand
- Line extension
- Lockup
- Masterbrand
- Name clearance
- Naming system
- Parent brand
- Portfolio
- Portfolio role
- Private label
- Product family
- Standalone brand
- Strategic brand
- Sub-brand
- Suggestive name
- Trademark
- Trademark class
- Umbrella brand
- White-label brand
Messaging, proposition & voice
48 entries- Audience message
- Benefit
- Body copy
- Boilerplate
- Brand voice
- Call to action
- Campaign line
- Claim
- Comparative claim
- Copy deck
- Core message
- Corporate narrative
- Customer promise
- Do and don't
- Editorial style guide
- Elevator pitch
- Emotional benefit
- Feature
- Founder story
- Functional benefit
- Headline
- Manifesto
- Message discipline
- Message house
- Message map
- Message pillar
- Message testing
- Messaging framework
- Messaging strategy
- Microcopy
- Origin story
- Parity claim
- Product claim
- Proof point
- Puffery
- Reason to believe
- Slogan
- Social benefit
- Subhead
- Superiority claim
- Support point
- Tagline
- Tone
- Tone of voice
- Unique selling proposition
- Unique value proposition
- Value proposition
- Voice principles
Marketing strategy & planning
48 entries- Always-on marketing
- Audience segment
- Awareness stage
- Burst
- Buyer persona
- Campaign brief
- Campaign flight
- Category creation
- Category entry point
- Consideration stage
- Content pillar
- Content plan
- Content strategy
- Creative brief
- Customer journey
- Decision stage
- Demand capture
- Demand generation
- Editorial calendar
- Event marketing
- Field marketing
- Growth marketing
- Integrated marketing campaign
- Journey stage
- Lead magnet
- Lifecycle marketing
- Loyalty programme
- Marketing calendar
- Marketing campaign
- Marketing funnel
- Marketing mix
- Marketing objective
- Marketing operations
- Marketing plan
- Marketing strategy
- Marketing technology
- Media brief
- Persona
- Referral marketing
- Retention marketing
- Segmentation
- Seven Ps
- Shopper marketing
- STP
- Target market
- Targeting
- Thought leadership
- Trade marketing
Channels, media & distribution
57 entries- Ad exchange
- Ad network
- Affiliate marketing
- Audio advertising
- Channel
- Channel mix
- Connected television
- Content marketing
- Demand-side platform
- Digital out-of-home
- Direct mail
- Display advertising
- Distribution
- Earned media
- Email marketing
- Experiential marketing
- Frequency
- Frequency cap
- In-store media
- Influencer marketing
- Linear television
- Media buying
- Media mix
- Media owner
- Media plan
- Media planning
- Media strategy
- Organic social
- Out-of-home advertising
- Over-the-top media
- Owned media
- Paid media
- Paid search
- Paid social
- Partnership marketing
- Platform
- Podcast advertising
- Point of purchase
- Point of sale
- Print advertising
- Programmatic advertising
- Publisher
- Push notification
- Reach
- Real-time bidding
- Retail media
- Search engine optimisation
- Search marketing
- Share of search
- Share of voice
- Shared media
- SMS marketing
- Social media marketing
- Sponsorship
- Supply-side platform
- Video advertising
- Walled garden
Digital marketing metrics
59 entries- Attribution window
- Average engagement time
- Average order value
- Bounce rate
- Campaign parameter
- Cart abandonment rate
- Checkout conversion
- Click
- Click-through conversion
- Click-through rate
- Conversion
- Conversion rate
- Cost per acquisition
- Cost per click
- Cost per completed view
- Cost per install
- Cost per lead
- Cost per mille
- Cost per thousand reached
- Cost per view
- Cross-device measurement
- Deterministic matching
- Engaged session
- Engagement rate
- Event
- Event parameter
- Exit page
- First-party data
- Impression
- Landing page
- Macro-conversion
- Marketing qualified lead
- Marketing return on investment
- Medium
- Micro-conversion
- New user
- Pageview
- Pixel
- Probabilistic matching
- Return on ad spend
- Returning user
- Revenue per visitor
- Screen view
- Second-party data
- Session
- Source/medium
- Tag
- Tag manager
- Third-party data
- Traffic source
- Unique visitor
- User
- UTM campaign
- UTM content
- UTM medium
- UTM source
- UTM term
- View-through conversion
- Viewable impression
Attribution, incrementality & effectiveness
42 entries- Adstock
- Attribution
- Attribution model
- Brand lift
- Cannibalisation
- Causal inference
- Confidence interval
- Conversion lift
- Correlation
- Counterfactual
- Data-driven attribution
- Diagnostic metric
- Diminishing returns
- Exogenous factor
- First-click attribution
- Geo experiment
- Guardrail metric
- Halo effect
- Holdout group
- Incremental conversion
- Lagging indicator
- Last-click attribution
- Lift
- Linear attribution
- Marginal return
- Marketing effectiveness
- Marketing efficiency
- Measurement framework
- Measurement plan
- Media mix modelling
- Multi-touch attribution
- Position-based attribution
- Practical significance
- Response curve
- Sales lift
- Saturation
- Seasonality adjustment
- Spillover
- Statistical significance
- Test and control
- Time-decay attribution
- Uplift modelling
Growth funnels, loops & lifecycle
47 entries- AARRR
- Acquisition
- Activation
- Bottom of funnel
- Cohort
- Cohort analysis
- Compound growth
- Content loop
- Daily active users
- DAU/MAU
- Direct network effect
- Dormant users
- Drop-off rate
- Growth ceiling
- Growth experiment
- Growth funnel
- Growth lever
- Growth loop
- Growth rate
- Hypergrowth
- Indirect network effect
- Invite conversion
- Leakage
- Local network effect
- Middle of funnel
- Monthly active users
- Network effect
- New users
- Organic growth
- Paid growth
- Paid loop
- Product-led acquisition
- Referral
- Referral rate
- Resurrected users
- Retention
- Returning users
- Revenue
- Sales loop
- Step conversion
- Stickiness
- Top of funnel
- Viral coefficient
- Viral cycle time
- Viral loop
- Virality
- Weekly active users
Research, awareness & brand tracking
57 entries- Aided awareness
- Brand attributes
- Brand funnel
- Brand image
- Brand-lift study
- Brand love
- Brand tracking
- Closed-ended question
- Concept test
- Confidence level
- Consideration
- Convenience sample
- Copy test
- Cross-tabulation
- Diary study
- Ethnography
- Evaluative research
- Exploratory research
- Familiarity
- Focus group
- In-depth interview
- Interview
- Leading question
- Likert scale
- Margin of error
- Market research
- Message test
- Net promoter score
- Nonresponse bias
- Open-ended question
- Penetration
- Poll
- Population
- Preference
- Primary research
- Probability sample
- Purchase intent
- Qualitative research
- Quantitative research
- Question wording
- Quota sample
- Representative sample
- Response bias
- Sample
- Sample size
- Sampling bias
- Sampling frame
- Secondary research
- Sentiment analysis
- Share of preference
- Social listening
- Survey
- Top-of-mind awareness
- Trial
- Unaided awareness
- Usage and attitudes study
- Weighting
Marketing disclosure, consent & dark patterns
48 entries- Advertising substantiation
- Advertorial
- Astroturfing
- Bait and switch
- Children's advertising
- Clear and conspicuous
- Comparative advertising
- Confirmshaming
- Cookie consent
- Copy clearance
- Dark pattern
- Data minimisation
- Disclosure
- Disparagement
- Drip pricing
- Endorsement
- Express claim
- Fake countdown
- Fake review
- Forced action
- Green claim
- Hidden cost
- Implied claim
- Incentivised review
- Influencer disclosure
- Junk fee
- Marketing compliance
- Material claim
- Material connection
- Misleading omission
- Native advertising
- Opt-out
- Pinkwashing
- Preference centre
- Preselected option
- Price comparison
- Publicity release
- Purpose limitation
- Review suppression
- Right of publicity
- Roach motel
- Scarcity claim
- Social proof
- Sponsored content
- Testimonial
- Unsubscribe
- Urgency claim
- Woke-washing