Infrastructure & Compliance

CRM

Platforms we use (ex Brazre, Iterable, etc)

ESP

Email Service Provider

CDP

Data Management & Analytics

Product Analytics tools

platforms that track and analyze user interactions within a digital product to uncover insights, optimize features, and drive data-informed product decisions. (ex Micpanel. Ampitude)

Data analysis tool

Software that processes and examines raw data to uncover patterns, trends, and insights for informed decision-making. (Metabase, GA, Azure,etc)

Data Visualization tool

Software that transforms data into graphical formats (charts, graphs, dashboards) to make complex information easier to interpret at a glance. (tableau, Powerpi, Metabase,etc)

DMP

Data Management Platform

GDPR

General Data Protection Regulation

CAN-SPAM

Controlling the Assault of Non-Solicited Pornography And Marketing Act

Orchestration

Omni-channel

A unified approach delivering consistent, context-aware experiences across all channels by sharing data and insights in real time.

Multi-channel

The use of multiple channels to engage customers independently, where each channel operates in isolation without shared context.

cross-channel

Coordinated marketing approach that ensures messages and experiences are consistent and fluid as customers move between different channels (e.g., email, SMS, web, social, in-app).

Waves / Journey

Staggered or batch sending of communications to manage deliverability and server load

One-Time-Off

A single, non-recurring campaign or communication sent to users

RTM

Real-Time Messaging

TTL

Time To Live (in campaigns or caches)

CRM Taxonomy

Deep Links

URLs that direct users to specific content or pages within a mobile app

UTM

Urchin Tracking Module

Shallow link

A URL that opens an app to its default or home screen rather than directing users to specific in-app content; often used when the app is already installed (otherwise it falls back to a Web page or app store).

API

Application Programming Interface

Entities

Core records in your CRM—Contacts, Leads, Accounts, and Opportunities—that you track throughout the customer lifecycle.

Attributes

Customer or record-specific fields (e.g., name, email, signup date, lifetime value) used for segmentation and personalization.

Events

Discrete actions users take (e.g., “App Open,” “Purchase,” “Form Submit”) that drive triggers and analytics.

Properties

Metadata attached to events (e.g., product category, order value, referral source) that enrich event context.

Segment

Groupings of entities based on shared attributes or behavior (e.g., “High-Value Customers,” “Dormant Users”).

Cohorts

Time-based slices of users (e.g., sign-up month cohorts) to analyze behavior and retention over time.

Triggers

Logic rules that “listen” for specific events or segment membership to kick off workflows or messages.

Actions

Automated steps executed when a trigger fires (e.g., send email, update attribute, score lead).

Channels

Delivery mediums you use—Email, SMS/Push, In-App, Webhooks, Social—to reach and interact with customers.

Campaigns

Defined marketing initiatives (e.g., “Welcome Series,” “Cart Abandonment”) built on workflows and scheduled sends.

Touch-points

All customer interactions across channels (e.g., website visit, support chat, in-store) logged as events or notes.

KPIs / ROI

AAARRR

Awareness, Acquisition, Activation, Retention, Revenue, Referral. In CRM we work starting from Activation, we also work on acquisition and awareness but not directly

AOV

Average Order Value

ABS

Average Basket Size

LTV

Lifetime Value (net profit)

CLTV

Customer Lifetime Value

NPS

Net Promoter Score

CSAT

Customer Satisfaction Score: metric gauging how satisfied customers are with a product or service, typically collected via surveys or feedback.

OR

Open Rate

CR

Click Rate

CTR

Click-Through Rate

CTOR

Click-To-Open Rate

CVR / CR

Conversion Rate

Churn Rate

The percentage of customers who stop using a product or service over a given period.

Retention Rate

The percentage of customers who continue to use a product or service over a given period.

MAU

Monthly Active Users

DAU

Daily Active Users

RPM

Revenue per Mille (thousand): the amount of revenue generated for every 1,000 impressions (emails, ads, or other outreach).

RPR

Revenue Per Recipient: total revenue generated divided by the number of recipients reached in a campaign or communication.

GMV

Gross Merchandise Value

ARPU

Average Revenue Per User

Deliverability KPIs

Delivery rate

Percentage of emails that are successfully delivered to recipient servers

Deliverability rate

Percentage of delivered emails that land in the inbox versus spam/junk folders

Bounce rate

Percentage of emails that can't be delivered and bounce back

Hard bounce

Permanent delivery failure due to invalid addresses or non-existent domains

Soft bounce

Temporary delivery failure due to full inboxes or server issues

Unsubscribe Rate

Percentage of recipients who unsubscribe after receiving an email

Push Opt-Out Rate

Percentage of users who disable or opt out of mobile push notifications

List Growth Rate

Rate at which your email list grows, accounting for new subscribers and unsubscribes

Sender Score

Reputation score (0–100) indicating sending domain’s trustworthiness

Feedback Loop Rate

Percentage of recipients who report emails as spam via ISP feedback loops

Authentication Pass Rate

Percentage of emails that pass DKIM, SPF, and DMARC checks

Email Capture Rate

Site email collection rateate

Blacklist

A list of IP addresses, domains, or email senders that are flagged as untrustworthy messages from these senders are blocked or routed to spam folders to protect deliverability.

Honeypot

An email address or trap set up specifically to detect and catch spammers, if mail is sent to this address, the sender is assumed to be harvesting or abusing email lists.

Attribution models

First Touch Attribution

Assigns 100% of credit for a conversion to the first interaction a customer has with the brand.

Last Touch Attribution

Assigns 100% of credit for a conversion to the last interaction before the conversion event.

Linear Attribution

Distributes equal credit for a conversion across all touch-points in the customer journey.

Time Decay Attribution

Gives more credit to touch-points that occur closer in time to the conversion event, with diminishing credit for earlier interactions

Position-Based (U-Shaped) Attribution

Allocates 40% of credit to both the first and last touch-points, and distributes the remaining 20% evenly among the middle interactions.

W-Shaped Attribution

Assigns 30% of credit each to the first touch, lead conversion, and opportunity creation, with the remaining 10% spread across others.

Full Path (Z-Shaped) Attribution

Gives credit across the entire customer lifecycle, emphasizing key milestones: first touch, lead, opportunity, and conversion, etc

Algorithmic (Data-Driven) Attribution

Uses machine learning and statistical models to allocate credit based on the actual impact of each touchpoint on conversions.

Fractional Attribution

Assigns a percentage of credit to each touchpoint based on a predetermined weight or formula.

Custom/Hybrid Attribution

Combines elements of multiple models or uses business-specific rules to attribute conversions based on unique CRM requirements.

Segments

Personalization

Tailoring content, offers, or experiences to customer segments based on known attributes (e.g., name, location, past purchases).

Hyper-personalization

Leveraging real-time behavioral data and AI-driven insights to deliver one-to-one experiences unique to each individual user.

New Users

Individuals who have recently signed up or made their first purchase

Active Users

Users who engage with your product or communications regularly

Dormant Users

Users who have been inactive for a defined period but not fully churned

Resurrected Users

Previously inactive or churned users who have re-engaged

Trial User

Users currently in a free trial or evaluation period

High-Value Customer

Customers who generate above-average revenue over time

Loyal Customer

Repeat buyers with consistently high engagement and purchase frequency

VIP Customer

Top tier customers with special perks, often hand-picked for exclusive offers

Power User

Highly engaged users who utilize advanced features regularly

At-Risk Customer

Active customers showing declining engagement or purchase frequency

Unengaged Subscriber

Email/SMS subscribers who haven’t opened or clicked in a defined period

One-Time Buyer

Customers who made a single purchase and did not return

Cross-sell Target

Existing customers identified as likely to purchase complementary products

Upsell Target

Customers primed to upgrade or purchase a higher-tier offering

Hot Lead

Prospects showing strong intent to purchase or convert soon

Warm Lead

Prospects with moderate engagement but not ready to convert

Cold Lead

Prospects with minimal engagement or interest

Prospective Customer

Potential customers identified but not yet engaged

Referral Champion

Customers who actively refer others (high advocacy score)

Advocate

Customers who promote your brand on social media or via word-of-mouth

Beta Tester

Users invited to test new features or products before general release

CRM Channels

Email / EDM

Digital channel for sending newsletters, promotions, updates and transactional messages, and all sort of contents tbh

SMS

Text messaging channel for sending alerts, offers, and transactional notifications, and can be used for nurturing.

Push notifications

Real-time alerts sent to mobile or web that re-engage users with timely messages, also can be used for nurturing and updates

In-App Notifications

Notifications inside web or desktop applications to inform or nudge users

Web push

Browser-based push notifications sent to desktop or mobile browsers to re-engage users with timely updates

Chatbots

Real-time text interaction on websites or apps to assist or support customers, can be used on social media platforms also.

WhatsApp/Messaging Apps

Messaging platforms (e.g., WhatsApp, Facebook Messenger) for conversational engagement

Web-hooks/API

Automated triggers that send data or messages between systems in real time

Event Triggers

Automated rules that listen for specific customer actions or events and initiate workflows or messages

Transactional Messages

Automated messages sent immediately in response to a user’s specific action or transaction (e.g., order confirmation, password reset).

In-Store POS

Point-of-sale interactions and receipts that collect customer data during physical transactions. Then used for retargeting

Campaigns / Journeys Strategies

Welcome Series

A sequence of messages sent to new subscribers/users to introduce the brand and encourage engagement.

Onboarding Journey

Guides new users through product features and setup steps to maximize initial value.

Honeymoon Journey

A campaign targeting new customers shortly after their first purchase to reinforce value and build loyalty.

Action Abandonment

Re-engagement messages sent to users who initiated an action (e.g., form fill, sign-up, or download) but did not complete it.

Cart Abandonment

Sends reminders to users who added items to their cart but did not complete the purchase.

Browse Abandonment

Re-engages visitors who viewed products/pages without making a purchase.

Post-Purchase/Thank You

Follows up after a purchase to confirm order and provide related recommendations.

Re-Engagement

Targets inactive or dormant users with tailored offers or content to rekindle interest.

Product Updates Campaign

A series of communications highlighting new features, improvements, or releases to keep users informed and drive adoption.

Company Updates Campaign

Regular newsletters or announcements sharing major company news, milestones, partnerships, or organizational changes

Win-Back Campaign

Designed to bring back churned users/customers with incentives or updates.

Cross-Sell Journey

Promotes complementary or related products to existing customers based on past purchases.

Upsell Journey

Targets current customers with higher-tier or premium product/service offerings.

Loyalty Program Journey

Nurtures and rewards frequent customers to increase loyalty and lifetime value.

Referral Program Journey

Encourages satisfied customers to refer friends/family in exchange for benefits.

Birthday/Anniversary Campaign

Sends personalized offers or messages on customer birthdays or anniversaries.

Feedback/Survey Campaign

Solicits reviews, feedback, or satisfaction surveys after interactions or purchases.

VIP/Nurture for High-Value

Provides exclusive content, offers, or early access to top-tier customers.

Trial Expiry Reminder

Notifies users nearing the end of a free trial with upgrade prompts and incentives.

Subscription Renewal

Sends reminders and incentives to users before their subscription expires.

Milestone/Anniversary

Celebrates customer milestones (e.g., one-year anniversary) with special offers or messages.

Educational/Nurture Series

Delivers valuable content and resources to educate users and build trust over time.

Event Invitation

Invites users to webinars, live events, or special in-person/virtual gatherings.

Seasonal/Holiday Campaign

Aligns promotional messages with seasonal events or holidays to drive timely engagement.

Wishlist Reminder

Alerts users when items in their wishlist or saved list.

Price Changes Campaign

Targeted messages notifying customers of pricing updates, such as discounts, increases, or tier adjustments to manage expectations.

Data Analysis and Statistics

Control Group

A set of subjects in an experiment that does not receive the treatment, providing a baseline for comparison

Descriptive Statistics

Techniques for summarizing and describing the main features of a dataset (e.g., mean, median, mode).

Inferential Statistics

Methods for making predictions or inferences about a population based on sample data.

Mean

The average value of a dataset, calculated by summing all values and dividing by the number of observations.

Median

The middle value in a dataset when the values are arranged in ascending or descending order.

Mode

The most frequently occurring value in a dataset.

SD/ Standard Deviation

A measure of the amount of variation or dispersion in a set of values.

Variance

A measure of the amount of variation or dispersion in a set of values.

Correlation Coefficient

A statistical measure (e.g., Pearson’s r) that describes the strength and direction of a linear relationship between two variables.

Regression Analysis

A set of statistical processes for estimating the relationships among variables, often used for prediction.

Hypothesis Testing

A method for testing a claim or hypothesis about a population parameter through sample data.

P-value

The probability of obtaining results at least as extreme as those observed, assuming the null hypothesis is true.

Confidence Interval

A range of values, derived from sample statistics, that is likely to contain the population parameter with a certain level of confidence.

Sample Size

The number of observations in a sample, which affects the reliability and precision of statistical estimates.

Cohort Analysis

A technique that groups users or subjects into cohorts based on shared characteristics during a defined time interval and tracks them over time.

RFM Analysis

A customer segmentation technique based on recency, frequency, and monetary metrics.

A/B Testing

A randomized experiment comparing two versions of a variable (A and B) to determine which one performs better.

Cluster Analysis

A method of grouping a set of objects in such a way that objects in the same group are more similar to each other than to those in other groups.

Predictive Modeling

Techniques that use historical data to predict future outcomes, often employing machine learning or statistical methods.

Propensity Scoring

A statistical approach for estimating the probability that a unit receives a treatment given observed characteristics, used for causal inference.

Uplift Modeling

A method that estimates the incremental impact (uplift) of a treatment or action on an individual’s behavior compared to a control.

Chi-Square Test

A statistical test used to determine if there is a significant association between categorical variables.

T-Test

A statistical test used to compare the means of two groups to see if they are significantly different from each other.

ANOVA

Analysis of Variance: a statistical method used to compare means across three or more groups.

Data Normalization

The process of scaling data to a standard range or distribution to allow for fair comparisons.

Data Transformation

The conversion of data from one format or structure into another to enhance analysis or compatibility.

Time Series Analysis

Techniques for analyzing data points collected or recorded at specific time intervals to identify trends, seasonality, and forecasts.