From A to Z: Your comprehensive marketing glossary.
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Google Analytics is a powerful web analytics tool from Google which helps users understand their website visitors in ways that just wouldn’t be possible through manual data gathering methods.
A/B Split testing is a type of online experiment commonly used by marketers to analyse customer behaviour and to measure the effectiveness of their marketing initiatives such as website design or email campaigns.
Impression Share, sometimes referred to as ‘IS’, is an important metric that marketers use to measure a campaign’s success, and to identify areas for improvement.
Organic search is the process of finding information on internet-based search engines such as Google or Bing, without relying on any paid marketing tactics such as deep links, targeted ads, or sponsored results.
Atomisation (also known as ‘splitting’) is the process of breaking down a set of information into its smallest possible parts.
