A/B Test
Two versions, one difference, traffic split. The winner is only a winner with enough data behind it.
Marketing Glossary
Marketing Terms, Explained in Plain Language
CAC, ROAS, GEO, attribution — the words that get thrown around in marketing, each explained in one or two sentences you can use in a meeting.
AEO (Answer Engine Optimisation)
Writing pages so a direct question gets a direct answer in the first lines, which is what assistants read first.
AOV (Average Order Value)
Revenue divided by number of orders. Bundles, upsells and free-shipping thresholds move it.
Attribution
Deciding which channel gets credit for a sale when a customer saw several. Last-click gives everything to the final touch; data-driven models share it.
Buyer Persona
A short portrait of a typical decision maker: goals, doubts, where they look for information.
CAC (Customer Acquisition Cost)
What you spend on marketing and sales to win one new customer. Total spend divided by new customers in the same period.
Churn
The share of customers or subscribers who leave in a period. Reducing churn is usually cheaper than replacing them.
CLV (Customer Lifetime Value)
The profit one customer brings over the whole relationship. If CLV is three times CAC, growth is usually healthy.
Content Cluster
One main page on a topic plus supporting articles that link to it — the structure search engines and AI assistants understand best.
Conversion Rate
The share of visitors who do what you want: buy, enquire or sign up. 100 visitors and 2 enquiries is a 2 % conversion rate.
Core Web Vitals
Google’s speed and stability measurements for real visitors: loading, interaction and layout shift.
CRM (Customer Relationship Management)
The system that stores contacts, deals and the history of every conversation — the backbone of follow-up.
CRO (Conversion Rate Optimisation)
Improving pages, offers and forms so more of the same traffic converts — usually cheaper than buying more traffic.
First-Party Data
Data you collect yourself, with consent: customers, subscribers, website behaviour. It is becoming the most valuable data you own.
Funnel
The path from awareness to purchase. Each stage needs its own message — and the leak is usually not where people look first.
GA4 (Google Analytics 4)
The current Google Analytics. It measures events instead of page views, which makes setup more important than before.
GEO (Generative Engine Optimisation)
The same idea for AI answer engines: clear, factual, well-structured content that ChatGPT, Perplexity or Google AI Overviews can quote and credit.
GTM (Google Tag Manager)
A container that manages tracking codes without changing the website code for every change.
ICP (Ideal Customer Profile)
A precise description of the companies you serve best, used to focus targeting, content and sales.
Lead Scoring
Giving points for behaviour and company fit, so sales talks to the contacts most likely to buy.
Lifecycle Marketing
Planning communication for every stage: first contact, onboarding, repeat purchase and win-back, instead of single campaigns.
Marketing Automation
Journeys that run by themselves: a welcome series, a reminder, a win-back email — triggered by behaviour, not by hand.
Marketing Mix
The classic levers: product, price, place and promotion — the frame that keeps campaigns connected to the business.
MQL / SQL
A Marketing Qualified Lead is interesting enough for nurturing; a Sales Qualified Lead is ready for a sales conversation.
Positioning
The answer to “why you and not the others”, in words your customer would use.
Programmatic Advertising
Buying ad space automatically through platforms and real-time auctions instead of booking with a publisher.
Retargeting
Showing ads to people who already visited. Cheap per click, but only useful with enough traffic and a frequency cap.
ROAS (Return on Ad Spend)
Revenue divided by ad spend. ROAS 4 means four euros of revenue for every euro of ads — before costs and margin.
SEO (Search Engine Optimisation)
Making a website easy to find and easy to trust in search engines, through content, structure and technical quality.
SERP (Search Engine Results Page)
The page of results you see after a search, including ads, maps, snippets and AI answers.
Structured Data (Schema)
Hidden labels in the page code that tell machines what a page is about: a service, a person, an article, a question.
USP (Unique Selling Proposition)
The one benefit you can claim credibly and competitors cannot copy easily.
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