Marketing Stack – is a grouping of technologies that we leverage to conduct and improve your marketing campaigns. A simple stack would be a Campaign (social, advertising or paid) build a landing page and follow the customers journey and user experience using marketing tools and then to a CRM for sales to follow-up.

CRM – Customer Relationship Management improves your business using technology for managing your company’s relationships and interactions with customers and potential customers. (Salesforce Sales Cloud, Zoho, Sugar, HubSpot, freshsales, zendesk)

CMS – Content Management System, manage and modify digital content – Hubspot, WordPress, Shopify, Salesforce Sales Cloud. Accounts, Contacts, Leads, Opportunities, Lead Registration, Forecasting, Crosssell – Salesforce Marketing Cloud for email, social ads, customer personalized experience, marketing analysis

CDP – Customer Data Platform – software that collects and consolidates first-party customer data—from many sources—to build a single, understandable, complete view of each customer. Includes behavioral data and demographic data from website, app, or live chat and transactional data including purchases and returns from eCommerce or POS systems. It’s a place database of all customer data. (Salesforce CDP, Adobe Real-Time CDP, Tealium, Oracle) DPM – Data-driven Marketing includes second party data from associates or partners and third party data.

UAT – User Acceptance Testing is the last stage of software development and is when real user will test the software in real-world situation. The four stages are: Alpha & Beta Testing, Contract Acceptance Testing, Regulation Acceptance Testing and Operational Acceptance Testing. This is also used when a new website is launched.

Analytics – Web analytics tools can help you find the answer to questions you have about your website or customer. Includes content, customer, usability (ux), A/B testing, social media, SEO, product and service. The most popular is Google analytics.

Agile Methodology –  The process for managing a project that involves constant collaboration and working in timed iterations. The most popular frameworks include Scrum, Kanban, Extreme Programming (XP), and Adaptive Project Framework (APF)

Scrum – (Jirra is collaboration tool) designed for teams of ten or fewer members, who break their work into goals that can be completed within timed iterations, called sprints, no longer than one month and most commonly two weeks. The scrum team has daily meetings of 15 minutes or less, called daily scrums. At the end of the sprint, the team holds two further meetings: the sprint review, which demonstrates the work done to stakeholders to elicit feedback and enables the team to reflect and improve.

Kanban – A visual approach to project management where teams create tasks using sticky notes on whiteboards (or apps). Jobs are moved through stages to track progress and identify common roadblocks.

VOC – Voice of Customer – it’s all about your customer’s feedback, experiences, and expectations for your products or services. It can be done with with email, social media, phone, customer service and reviews.

SPT – Segmentation, Product, Targeting – allows for the development of a specific and actionable marketing strategy. The process starts with segmenting your audience, targeting each segmented group according to their preferences and habits, and make positioning adjustments in your branding and marketing strategies to accommodate their needs and expectations.

CX – Customer Experience – How do your customers or prospective customers feel about your brand? You can improve—or destroy—how your customers think about you at every customer touchpoint. So there are important decisions to make at each touchpoint, and those decisions influence how successful your business will be as a result.

ABM – Account Based Marketing – Marketing approach where we target a few organizations, individuals or decision makers and design a highly personalized campaign to engage them one-on-one. Perfect for B2B organizations for high ticket value clients.

AI – Artificial Intelligence – using AI-based concepts such as machine learning (ML), deep learning and natural language processing (NLP) to replicate and scale human behavior.

Chatbots – is most common form of conversational AI. The benefits include personalization, decreased customer support costs, remind customers about abandoned carts, improved engagement and product guidance. 64% of online customers are looking for 24/7 customer support and chatbots will help.

CLM – Closed-Loop Marketing – tracks customers through their journey and we use customer data to measure contribution. Requires participation from the sales team and needs the marketing department on leads and received and converted so each leads can be attributed to the right promotion.

Content Experience – overall experience of accessing, consuming, engaging with and responding to a stream of brand content across devices, platforms and channels from prospect to customer.

Immersive Technology – Converging the physical and digital world together – augmented reality (AR), virtual reality (VR) and mixed reality (MR). This is perfect for engaging audiences, providing product training, virtual tours and a gaming-type customer experience (CX)

Omnichannel Marketing – is an engagement approach by the user where an organization gives access to their products, offers, and support services to customers or prospects on all channels, platforms, and devices, including Facebook Messenger, Chatbots, email, and phone.

Dynamic Content – personalized or smart content that is delivered to the user based on their viewing habits, demographic and behavior.

Social Commerce – onsite includes social sharing on their website successful in improving customer engagement and conversion through word-of-mouth. Offsite includes Facebook storefronts, Twitter, Pinterest and others. The customer does not leave the social site to make their purchase.

RFP – Request for Proposal – announces a project, describes it, and solicits bids from qualified contractors to complete it. Most organizations launch their projects using RFPs.

AOV – Average Order Value – tracks the average dollar amount spent each time a customer places an order on a website or mobile app. To calculate your company’s average order value, divide total revenue by the number of orders.

CAR – Cart Abandonment Rate – On average, 69.8% of all eCommerce shopping carts are abandoned before checkout. To calculate, divide the number of completed purchases by the number of shopping carts created by customers. Then subtract this value from one and multiply by 100 to get the percentage.

Retention Rate – one of the most critical metrics and it’s the percentage of customers a business retains over a given period. An increase by 5% retention equates to 25% or more profit increase.

Customer Lifetime Value – the total worth of a customer’s business over the whole period of their relationship. It is an important metric as it costs less to keep existing customers than to acquire new ones.

CStat – Customer Satisfaction – measures customer satisfaction and is calculated as a percentage. For example, “How would you rate overall satisfaction with the goods or services received?” where one is very unsatisfied, and five is very satisfied, then take an average for a composite customer satisfaction score.