A/B split testing (AB testing)

Dividing visitors into two groups and showing each group a different version of a page, to determine which version leads to higher conversion, average order value, application completion, etc.  Such visitors are tracked and a report is generated describing the impact of the A or B page version on the outcome.

Active subscriber

An individual who is a current subscriber to a particular magazine or any other type of goods and services.  Active subscriber lists are a targeted way of reaching customers.

Advertising network

Organization or broker representing a number of web sites that sell advertising placements.  An advertising network can reach large target audiences with relative ease.  Examples include DoubleClick, ValueClick, and TruEffect.


Expert who gives advice; one who gives advice to or within a group.


Respondent to an advertised or posted position with the Company.

Assigned mail dates

Usually with subscriber lists the list user has to have prior approval for a particular mail date.  This is to avoid overlaps in mailings from other users.

Balanced scorecard

Model of business performance evaluation that balances measures of financial performance, internal operations, innovation and learning, and customer satisfaction.

Banner ad

Graphics image linked to an advertiser's website; also known as an “ad banner” or “online ad.”

Break-even analysis

A procedure for evaluating alternatives to determine when cumulative benefits equal cumulative costs, using projected value – not present value – costs.

Business plan

Blueprint and communication tool for the Company; device to help the Company describe how it intends to operate; road map, telling others how the Company expects to get from the current to a future state; written document that describes a business, its objectives, strategies, market and financial forecast.


Process whereby stakeholders come to see the goals of an organizational or change effort as their own; a key component in successfully effecting change.


Applicant selected for an interview and being considered to fill a staff position.

Carrier route

The mail carrier’s delivery area.

Carrier route sorting

This process arranges the mailing list in the order of the postal carrier’s delivery route.  The US Post Office gives additional postage discounts for this sorting.

Catalog buyer

One who has purchased products from a catalog.


High-level person in the organization who supports and promotes the product, project, plan, etc.; person with sufficient clout in the organization who believes in and sells the idea and helps solve problems between groups; member of senior management responsible for logistical and business aspects of the program, plan, etc., as well as removing barriers to program and individual success.

Cheshire label

This type of label is a print out that is usually 4 names and addresses across by 11 names down.  A special Cheshire machine must be used to cut, apply the glue and affix the label to the mail piece.

Click-thru (click-through)

Act of a site visitor clicking on a banner ad and being transferred to the banner advertiser's site (i.e., its landing page); also known as an “ad click” or “transfer.”


(v.) Complete a business deal, negotiation, or agreement. (n.) Completion of a sales transaction, signified by receipt of a purchase order.  See “sale.”


See “sales collateral.”


Quality of being adequately or well qualified, physically and intellectually, to perform a particular task.

Compiled list

Any list created from the compilation of public sources (e.g., phone books, deed information, directories, newspapers, courthouse records).


A company that puts together various pieces of information to form a list of individuals having similar characteristics (e.g., business category, location).


Event that results in a transformation (e.g., from lead to customer); conversions are measured in order to judge effectiveness and return on investment.

Conversion rate

Percentage of visitors to a commercial web site taking a desired action.  Examples of desired actions include product purchases, membership registrations, newsletter subscriptions, and software downloads – almost any activity other than page browsing.  Conversion rate depends on several factors – the visitor's interest level, the attractiveness of the offer, and the ease of the process; all must be satisfactory to yield the desired result.  The interest level of the visitor is maximized by matching the right visitor, the right place, and the right time.  The attractiveness of the offer includes the value proposition and how well it is presented.  Ease of completing the desired action depends on the web site's usability, which includes intuitive navigation and fast loading pages.


Unique string of letters and numbers that a web server stores on a site visitor's hard drive; used to track site visitors' activities, establish user habits and preferences, and (potentially) build relationships.

Co-op mailing

A mailing in which multiple offers are included in the same envelope. This can cut costs for all of the mailers.

Corrective action

A reactive process, used to address a problem after it has occurred; measure(s) taken to reduce or eliminate an identified problem.  See “preventive action.”


Statistical measures suggesting a causal relationship between two or more variables; a relation existing between statistical variables which tend to vary, be associated, or occur together in a way not expected on the basis of chance alone.

Cost leadership

A strategy of achieving leadership in an industry or line of business by offering products/services at a lower cost than competitors.  Requires efficiency, tight cost and overhead control, avoiding marginal accounts, and cost minimization in areas like research & development.  One of three “generic” competitive strategies, according to Michael Porter; the other two are “differentiation” and “focus.”

Cost per acquisition

How much it costs the Company to acquire a new customer.


Commercial off-the-shelf; refers to a product manufactured commercially and tailored for a specific use.

Customer Life Cycle

Customer's view of its relationship with the Company over the long term; description of the phases consumers go through while buying or not buying products.  Also known as “customer lifecycle.”

Customer profile

What a “typical” customer looks like; a data-based description of a typical customer of the Company (e.g., type of organization, size, location).  Establishing a customer profile, monitoring its customer base over time, and adjusting the profile can help the Company develop other products for the same sector and/or help develop new and different strategies for selling the same products to new target markets.

Customer profile

Demographic characteristics or attributes learned or assumed about typical customers.  Multiple profiles can exist for each product or service.

Customer Relationship Management (CRM)

All interactions the Company has with potential and actual customers (including methodologies, software, and Internet capabilities) that help it manage customer relationships in an organized way; usually includes storing customer information in a database and using the information to improve/enhance the customer experience.


A unique name inserted into a mailing list to track the usage of the list.


(pl.) Statistical characteristics of populations (as age or income), used especially to identify markets; (sing.) a market or segment of the population identified by demographics.


Information concerning socioeconomic characteristics pertaining to a geographic unit.

Design phase

The most important phase of the product life cycle: inherent quality, effectiveness, safety, and customer satisfaction of the product are established here.  No matter how carefully a product may be manufactured or how perfect a quality control program, inherent qualities cannot be improved except through design enhancement.

It is crucial that adequate planning and controls be established, implemented, and maintained during the design phase to optimize quality, effectiveness, safety, and customer satisfaction prior to manufacturing.  Achieving best intrinsic qualities is a direct function of:

·         Awareness of the design goal by management, marketing, engineering, production and quality assurance;

·         Correct selection and application of parts and materials;

·         Performance of normal and worst-case testing to evaluate and assure that the product design and manufacturing processes will perform as intended under all reasonable circumstances; and

·         Thorough review and analysis of the product design.

Product development should be managed in a way that ensures timely development of new products, to reach completion quickly and capitalize on market opportunities.


A strategy of achieving leadership by creating a product/service that is perceived throughout the industry as unique.  Differentiation may take the form of design, brand image, technology, features, service, or other dimensions; ideally, the Company will differentiate itself along multiple dimensions.  See “cost leadership,” “focus.”

Direct Mail Association mail preference service

A service that enables individuals to have their name and address removed from mailing lists.


Individuals who have let their subscription to a publication expire.


Person, preferably issue-neutral, who guides a discussion or activity; person external to a group whose purpose is to help the group work more effectively.

Failure mode and effects analysis

Technique for testing design of products in which failures are assumed to occur; useful for evaluating reliability, safety, and general quality where the evaluator assumes that:

·         Each component fails;

·         Each subsystem or subassembly fails;

·         The operator makes errors; and/or

·         The power source is interrupted and immediately restarted.

The probability of each failure occurring and the result of failure are analyzed.  If possible, hazards and faulty performance are designed out of the device; if not, hazards/substandard performance are compensated, reduced, or prevented (by interlocks, warning signs, explicit instructions, alarms, etc.).  Risk of failure cannot always be removed from products but can be understood and controlled to the extent possible with existing technology.

Failure mode effects criticality analysis

Inductive, bottom-up process that assumes basic defects at the component level and determines their effects on higher levels of assembly.  Failure modes are analytically induced into each component and failure effects, including severity and probability of occurrence, are evaluated and noted.

FMECA can be performed using actual failure data derived from field failures or hypothesized failure modes derived from design analysis or other sources.  In addition to providing information about failure cause and effect, FMECA provides a structured method for

proceeding through a product or system, component by component, to assess failure effects.

Fault tree analysis

Deductive, top-down approach to failure mode analysis, where:

·         System failure or safety hazard is assumed;

·         Basic component failure or an event that could cause the assumed system failure or safety hazard is identified; and

·         Computational techniques are used to analyze basic defects, determine failure probabilities, and establish the severity of failure effects.


A strategy of achieving leadership within a particular target market by serving that market more effectively or efficiently than competitors trying to serve a broader market.  This may enable the focused Company to have cost leadership or differentiation within the target market, or both.  Also see “cost leadership,” “differentiation.”

Galley list

A method of printing mailing list information line by line; also called a “manuscript.”


Broad statement of future condition desired by the organization and contained in the comprehensive plan; general statement of desired ends to be achieved over an unspecified period of time.  Goals are general guidelines, long-term, and represent the Company’s vision for an ideal state.


A number of individuals assembled together or having some unifying relationship.

High-probability lead

Lead that has a current or immediate need for the Company’s product, the willingness to acquire the product, the resources to lease/purchase it, and the authority to lease or purchase; also referred to as an “A” lead.  Probability is typically expressed as a percentage (e.g., “there is a 70% chance we will close this opportunity”).  See “opportunity”.


The most recent names added to a mailing list, usually defined in 30-day increments.

House list

A list compiled of those who have previously purchased from the Company; i.e., the customer base.


Viewing of a page or ad by a user, based on the assumption that the page or ad images were successfully downloaded and the user viewed them; request for a page or ad; one display of an ad (if one page has four ads, that counts as four impressions).


A list of those who have only inquired about your services, but have not actually purchased.

Internet funnel

Variation on the “sales funnel” where, instead of suspects, prospects, and leads, there are impressions, visitors, and carts.

Internet Plan

How the Company uses the Internet to establish or improve its presence within a target market, establish and maintain target market relationships, and meet sales and marketing objectives.

Key characteristic

Feature of a material, part, or process, variation of which will significantly influence a product’s fit, performance, service life, or manufacturability.  Key characteristics essential to meeting product goals are identified so that the Company's resources can be focused on those items.

Key code

A code, such as letters, numbers or markings that are added to the mailing label to accurately test response rates and list quality.

Key performance indicator (KPI)

Significant measure used on its own or in combination with other key performance indicators to monitor how well a business is achieving its quantifiable objectives.


A word or phrase entered in a search engine by the user; also known as a “search term.”  Keywords are at the heart of pay-per-click advertising.

Landing page

Active web page where users “land” when they click an ad; the page's web address is often called a destination or click-through URL.  See “banner ad,” “click-through.”


Qualified prospect; organization has expressed an interest in the Company’s product but a solution has not been quoted.

Lead inquiry form

Brief questionnaire (card, sheet, etc.), completed and submitted by a potential customer.

Lead management

Process of acquiring leads, assigning high-probability leads to Sales, and grooming (nurturing) lower-probability leads in order to convert them into sales.

Letter of transmittal

Cover letter that introduces a document such as a report to the reader, typically with less formality than the report itself; reminds the reader of highlights (points of interest) and may present sensitive or confidential information related to, but not part of, the report.  A letter of transmittal typically includes:  the name and address of the recipient of report in the inside address; information about what is being sent; follow-up action expected of the reader; and an offer of continued communication or clarification.

List broker

A specialist who makes all the arrangements for one company to rent the mailing list(s) of another company. Better pricing are usually received from a list broker because the list compilers base pricing on the volume of business.

List cleaning

The process of updating a mailing list by correcting and/or removing a name because it is no longer correct.

List dump

A printout of electronic data (list), used to check for accuracy and readability.

List exchange

A bartering system by which companies will trade the use of a mailing list for another list, product or service.

List maintenance

The process of keeping mailing lists up to date.

List management system

Database system that manages customer and prospect lists, used to merge and purge duplicates between in-house lists and those obtained from outside sources and to select names for direct mail promotions and outgoing telemarketing programs.

List manager

This person is the agent responsible for the use of the mailing list by others. This person would update and market the list to others.

List owner

Someone who has compiled a database of names that have common characteristics.

List rental

When a mailer purchases a list of names the list is for one time use unless purchased for additional usages.

List selection

One can further define a mailing list by targeting additional selections such as age, income, homeowner, etc.

List source

The medium used to compile the names on a mailing list.

Low-probability lead

Lead that lacks at least one of the “requirements” of a high-probability lead; also referred to as a “B”, “C”, “D”, etc., lead.

Mail date

The date on which a user has the obligation to mail a specific mail piece from list agreed on by the list owner.

Marketing plan

An integral part of the business plan, stating in words and numbers how, where and to whom a business proposes to sell its product and/or services; a written document that details actions necessary to achieve specified marketing objectives.

Marketing research

Set of activities designed to connect marketers to consumers through information gathering and evaluation; systematic gathering, recording, and analyzing of data about problems relating to the marketing of products and/or services.


The world of potential customers.


Combining two or more lists usually in a predetermined sequence.


Combining two or more lists while simultaneously eliminating duplicate names.

Meta tag

HTML tag that provides information about a web document – author, creation date, latest update, keywords, etc. – but doesn't affect its appearance.  Search engines often use keywords from meta tags to index their databases (for example, <meta name=“keywords” content=“men’s underwear, brief, boxer”>).


An organization’s public purpose, its products and/or services, its priorities, and beneficiaries (customers); the unique purpose of an organization, the fundamental reason it was created, and what it is supposed to do in order to contribute to its vision; why the organization was created.

Multiple buyer

One who has bought two or more times from the same company.

Natural search

See “organic search.”

Net name arrangement

An agreement between the list owner and user in which the owner agrees to accept adjusted payment less than for the total names shipped.

Net present value (NPV)

Future stream of benefits and costs converted into equivalent values today; present value of a series of future net cash flows that will result from an investment, minus the amount of the original investment.

Net-net names

An agreement between the list owner and the user to pay only for names that survive a given screen.


A mailing piece returned by the Postal Service because of an inaccurate or undeliverable name and address.

Nth name selection

A fractional unit of selection that is repeated in sampling a mailing list (e.g., sample every twelfth name in a list).


Statement of attainable, quantifiable, intermediate-term achievements that help accomplish goals contained in the comprehensive plan.  Objectives are subordinate to goals, narrower in scope, and shorter in range.


Something toward which effort is directed; an aim, goal, or end of action.  In business terms, a well-worded objective is Specific, Measurable, Achievable, Result-oriented, and Time-bound (SMART).


The product or service that is being sold or promoted.

One time use of the list

List rental agreement in which it is understood that the mailer will not use the names on the list more than one time without prior approval of the list owner.


Qualified lead being worked by the Sales Department at some level (e.g., product demo, proposal, quote); quotable business has been identified.

Organic search

Process by which Web users visit web sites having unpaid search engine listings, as opposed to visiting pay-per-click listings displayed among search results; also called “natural search.”

Package test

A test between one mailing piece with another.

Page load

See “visitor.”

Paid inclusion

Search engine marketing product where the search engine company charges fees related to inclusion of websites in their search index.  Paid inclusion products are provided by some search engine companies; a notable exception is Google.  Paid inclusion is a search engine marketing method in itself, but it can also be a search engine optimization tool.


Recurring trait, act, tendency, or other observable characteristic.

Pay-per-click advertising

Technique whereby an advertiser bids on keywords it believes its target market (people or companies it thinks would be interested in its offer) would type in the search bar when they are looking for their type of product or service.  For example, if an advertiser sells red widgets, he/she would bid on the keyword “red widgets,” hoping a user would type those words in the search bar, see their ad, click on it and buy. These ads are called “sponsored links” or “sponsored ads.”

Predictive model

An equation used to predict something (e.g., the Company’s target market).  A predictive model is made up of a number of predictors – variable factors likely to influence future behavior or results. For example, a customer’s gender, age, and purchase history may predict the likelihood of a future sale.


An item offered for free to a buyer as an enticement to purchase a product or service; for example free gift sent to a potential customer  (front-end) or after the prospect has responded (back-end).

Premium buyer

One who buys a product or service to get another product or service that is usually free or offered at a special price, or one who responds to an offer on the package or label of another product.

Preventive action

Activity or process intended to prevent potential nonconformance before it occurs or becomes more serious; measure(s) taken to avoid or block the first-time occurrence of a deficiency.  Preventive action focuses on anticipating negative behaviors and activities and mitigating the risk associated with them.  See “corrective action.”

Primary research

Research in which data are collected from the natural world by way of experiments, observations, case studies, surveys, etc.  Original research conducted by the Company; see “secondary research.”

Primary stakeholder

Stakeholder expected to directly benefit from or be adversely affected by the project.  Examples include the Company, its customers, investors/shareholders, and employees.

Product launch

Activities designed to garner attention for and awareness of the introduction of a new product or service and provide for a smooth, coordinated introduction.

Product life cycle management

Dividing the life span of a product or service into distinguishable phase or periods and creating management plans for each phase, to maximize the benefits to the company and to customers over the life of the product; also written as “Product lifecycle management.”

Promotional item

Merchandise given away free of charge to the public in an effort to promote a business or increase interest or sales in products.


Indication of potential opportunity; organization expressing some level of interest in the Company’s product.

Prospect lists

These are single-line listings including the name, address and phone number mainly used for telemarketing or follow-ups to a mailing.


Any character or quality attributed to the lifestyle or attitude of a customer.

Public relations

Building relationships with stakeholders in order to change attitudes and bring about desired behaviors.

Public relations plan

Set of activities designed to generate goodwill toward the Company and/or its product; group of activities or events that help promote a favorable relationship between the Company and its customers, prospects, suppliers, governments, and the public.

Qualitative research

Research derived from observation, interviews, or verbal interactions and focuses on meanings and interpretations of participants.

Quality function deployment (QFD)

Structured approach to defining customer needs or requirements and translating needs into specific plans to produce products to meet those needs.  The stated and unstated customer needs or requirements are captured in a variety of ways (e.g., direct discussion, surveys, focus groups, customer specifications). This understanding of the customer needs is summarized in a product planning matrix or “house of quality.”  These houses of quality are used to translate higher level needs into lower level product requirements or technical characteristics that satisfy those needs.

Quality score

Basis for measuring quality and relevance of ads and determining minimum cost-per-click (CPC) bid; a function of keyword click-through rate, ad text relevance, keyword relevance, and landing page relevance.  Quality score directly affects keyword status and related ad pricing and position on a given page.

Quantitative research

Research method based on collecting statistical data through questionnaires or surveys; research that seeks to measure and evaluate quantifiable data, as distinct from “qualitative research.”


How well a given web page matches a user’s search for information.  Search engines’ relevance algorithms are often based on frequency of word/phrase occurrence.  If the phrase “policies and procedures” occurs on a given page, that page is relevant to a search using the words “policies” and “procedures”; the same page has more relevance to a search using the phrase “policies and procedures.”  The relevance of that page depends on the number of times those words occur in the page, whether they occur in the page title, meta tag keywords, headings, and so on.  Some relevance algorithms involve thesaurus or synonym ring lookup.


Condition that must be met in order to do something; something wanted or needed; something essential to the existence or occurrence of something else.

Response list

A list compiled of people who have responded to an offer (by mail, phone, or other means).

Return on marketing investment (ROMI)

A measure of how successful a marketing campaign is, in terms of the returns on money spent; the ratio of marketing project net benefit to total cost.

Running charge

The price charged by a list owner for addresses run or produced but not used by a specific mailer. When such a charge is made it is usually made to cover extra processing costs.

Run-of-network advertisement

Advertisement with no restrictions on placement within an advertising network; a run of network ad can be delivered to any page and on any site within the advertising network.  Because the ad can appear on any content page in the network, the Company’s ad won’t be relevant to the majority of users.  A benefit of run of network ads is for branding and/or getting exposure to a large number of visitors; the main downside is a poor conversion rate.

Run-of-site advertisement

Advertising alternative through which the Company’s ad may appear on any page of the web site the Company is advertising on.  The advantage of the run of site option is the ability to reach a large number of users; however, because such an ad can appear on any content page, it may not be relevant to the page content.


Transfer of ownership of an item (or the entitlement to a service) in exchange for consideration, usually monetary.

Sales administrators

Sales assistants in the sales department that assist with various sales functions, including qualifying leads.

Sales collateral

Company or product marketing pieces distributed directly to individual customers or viewed by customers in person.  Examples include brochures, cards, or displays used in a sales meeting, sent by mail (e-mail), or displayed at the point of sale.

Sales conversion rate

Percentages / ratios at which numbers in the sales pipeline are converted (e.g., percent of suspects converted to prospects).

Sales cycle

Average or typical period of time it takes to close a sale from the initial marketing or sales contact until an agreement to purchase.

Sales department

Sales staff, administrators, assistants, and managers; may include customer service and order entry staff.

Sales pipeline

Visual representation of the sales process, including the numbers needed at various stages of the lead and sales process to reach sales goals (i.e., number of prospects, number of leads, number of sales calls, number of sales opportunities, and number of closed sales). 

Sales staff

Professional salespersons who conduct sales calls, make sales presentations, and prepare proposals and quotes, and close sales.

Sample mail piece

An example of the mailing piece being mailed by the list user that is submitted to the list owner for prior approval.


Cleaning a list or database of duplicate and incomplete records and erroneous/obsolete information.

Search engine

Document retrieval system designed to help find information stored on the World Wide Web.  The search engine allows the user to ask for content that meets specified criteria (i.e., keywords) and retrieves a list of items, sorted by result relevance, matching the criteria.  Examples include Google, Yahoo! Search, and Ask.

Search engine marketing (SEM)

Set of marketing methods designed to increase a website’s visibility in SERPs.  SEM methods include search engine optimization, pay-per-click advertising, and paid inclusion.

Search engine optimization (SEO)

Subset of search engine marketing that seeks to improve the number – and quality – of visitors to a web site from natural (organic or algorithmic) search results. Quality of visitor traffic can be measured by how often a visitor using a specific keyword leads to a desired conversion action (e.g., purchasing).

Search engine results page (SERP)

Listing of web pages returned by a search engine in response to a keyword query.  The results normally include a list of web pages with titles, a link to the page, and a short description showing where the keywords have matched content within the page.  SERPs often contain sponsored advertisements (how search engines generate income), commonly displayed on the right-hand side of the results page or directly above the main organic search engine results.

Secondary research

Research drawing information from books, publications, or expert opinion; research performed by another organization that the Company utilizes for its own purposes.  See “primary research.”

Secondary stakeholder

Stakeholder with an indirect role in the project.  Examples are unions, banks and other lending institutions, governments, competitors, and goods/service providers.

Sectional center facility (SCF)

The first three digits of a zip code area (USA).


Period of open connection between a visitor and a web site, regardless of activity taking place.  If there is no activity for a period of time (e.g., 30 minutes), the user session is considered ended and the next activity starts a new session.

Situational analysis

In-depth process for developing an understanding of the needs of the customer, which involves a combination of data gathering techniques conducted from a variety of internal and external perspectives; a methodology used to aid the organization's strategic planning process; identifying, evaluating, and planning around the organization's strengths, weaknesses, opportunities, and threats.  Also known as a “SWOT analysis.”


Ability, coming from one's knowledge, practice, aptitude, etc., to do something consistently well.


Search engine-based computer program; prowls the Internet looking for publicly accessible resources to add to the search engine’s database.

Split test

Two or more samples from the same list considered to be representative of the entire list, and used to test the response rates of two different offers or advertisements.


Person who speaks on behalf of others but is not necessarily part of the others.


Individual or entity taking responsibility for and initiating a process but not actually conducting the process; individual or entity for whom a project is undertaken and who is the primary risk taker.

Sponsored ad

Internet ad containing keywords purchased by the advertiser, usually appearing next to or above the organic results on a search engine results page (SERP).  The advertiser pays only when a search engine user clicks on the sponsored ad.  Also called “sponsored link.”


Person, group, or institution with interest(s) in a project or program.

Stakeholder analysis

Identifying stakeholders, assessing their needs and interests, and determining how their needs and interests may affect project risk and viability.

Standard industrial classification code (SIC)

A numerical classification of businesses as defined by the U.S. Department of Commerce.


Web site's ability to attract visitors back to the site more frequently; personal home pages, customizable interfaces, and web-based e-mail services are examples of sticky services.  Page views per unique visitor per month (total page views per month ÷ unique visitors per month) is one indicator of website stickiness.


Secondary sentence or slogan attached to a brand or company name; phrase the Company wants to be remembered by, particularly to market a specific corporate image or connection to a product or consumer base.

Strategic plan

Overarching goals for achieving product launch (i.e., creating awareness of the product for existing and potential customers).


A long-term plan of action designed to achieve a particular goal; a broad, non-specific statement of an approach to accomplishing a desired goal.  A strategy relates to why and how a plan will work, relative to all influences upon the Company and its activities (in particular, its customers and competitors).

Strategy team

Group of employees chosen by the Company President to develop goals, strategies, vision and mission, and Company plans (e.g., Marketing Plan).

Strategy team leader

Person chosen by the President/CEO to call and organize planning/strategy meetings and tasks and ensure that the Strategy Team meets goals/deadlines.


(v.) Collect information about customers and the marketplace directly from them.  (n.) A method of collecting customer/ marketplace data, usually in the form of a questionnaire.


An organization or individual that is believed to fit the Company’s customer profile but has not yet expressed interest in the Company’s product.


Stands for “Strengths, Weaknesses, Opportunities, and Threats,” aspects of a situational analysis.

Synonym ring

List of words with related meanings, used to broaden the scope of a word search; usually produced manually and specific to a certain field or body of knowledge.

Tactical plan

Specific activities planned to achieve strategic goals (i.e., create content, select media mix, and allocate budget for advertisements).

Target market

The population identified as most likely to respond to an offer for a specific product, usually classified by geographic location, demographic information (e.g., age, gender, economic status), product purchase, and usage behavior; also referred to as “target audience.”

Test panel

A term used to identify each of the parts in a split test.

Title line

An additional line of copy added to an address to aid in deliverability.

Top Management

Executive officers of the Company; President, CEO, Chief Financial Officer (CFO), and Chief Marketing Officer (CMO) are examples of Top Management positions.

Touch point

Any interaction a company has with potential or existing customers, including advertising, web pages, sales team, and customer service staff.


Formal or informal effort or instruction to improve knowledge, skills, or competence levels.


Direction demonstrated through observation of data and/or indicators over time; general drift or tendency in a set of data; general movement over time of a statistically detectable change.

Trial buyer

One who buys a product for a limited time with the understanding that the item may be returned before paying for the item.

Trial subscriber

One who subscribes to a publication on the basis that the subscription may be canceled, purchased at a lower rate or there could be a delay in payment option.

Trusted source

Web site that has gained the trust of users through positive firsthand experience or, as is commonly the case, by utilizing one of several secured-transaction services.

Unique names

After a merge purge has been done the names that have appeared on one list only, not a duplicate.

Unique visitor

Someone with a unique IP address who is entering a website for the first time that day (or other specified period); also see “session,” “visitor.”


Process of evaluating a system or component - during or at the end of the development process - to determine if it satisfies specified requirements.


Anything capable of exposing advertising to customers (magazine, billboard, web sites, mobile phone, word of mouth, instant messaging, blog, etc.).


What and where an organization believes it will be within a stated time period (e.g., five or more years from now).  An effective vision ensures focus and direction, providing everyone with a common mental picture of the Company's future state – a word picture of what and where the organization wants or intends to be.


An individual viewing a web site.

Web analytics

Measurement of the behavior of visitors to a website. In a commercial context, it especially refers to the measurement of which aspects of the website work towards the business objectives; for example, which landing pages encourage people to make a purchase. Many different vendors provide web analytics software and services.

Web site optimization

Process of designing the Company's web page(s) to rank high in search engines, or have greater search relevance.

Zip sequence

All mailing lists are provided numerically by zip code unless otherwise requested.