An experiment in which two versions of the same content are compared to determine which performs better.

Method of comparing two versions of a campaign or web page to determine which is more effective.

Google's technology for making web pages faster on mobile devices.

A set of protocols enabling different applications to communicate with each other.

Connection of an application via a programming interface to exchange data with other systems.

The part of a web page that's visible without having to scroll, generally the most important for capturing attention.

Strategy where marketing efforts are specifically directed at target accounts or companies.

Advertising fraud involving fake clicks or impressions on ads.

Google's advertising platform for displaying paid ads.

Precise tailoring of content to specific target criteria.

Methods and tools to protect sensitive data.

Program in which external partners (affiliates) promote a product and earn a commission on sales generated.

Technique whereby a company pays a commission to a partner (affiliate) for each sale or lead generated through its promotional efforts.

A flexible approach that enables marketing strategies to be rapidly adapted according to results and customer feedback.

Tools and methods for analyzing data to understand user behavior.

Graphic element designed to capture attention and encourage engagement.

Ad broadcast on music streaming or podcasting platforms.

Guarantee that the sender's signature and identity are correct and verified.

System for automatically sending email responses following user interaction.

Process for performing repetitive actions without human intervention.

Commercial transactions between companies.

Commercial transactions between a company and an end consumer.

Technical part of a website or application, responsible for data management and server operation.

Link from an external site that points to your site, important for SEO.

Visual advertising element integrated into email signatures or websites.

Division of users into segments according to their online behavior (clicks, purchases, etc.).

Comparative analysis of a company's performance in relation to its competitors or market standards.

SEO techniques that seek to manipulate search engines to achieve higher rankings, often unethically.

Last stage of the conversion tunnel, when the prospect is ready to buy.

Percentage of visitors who leave a site after viewing a single page.

Consumers' perception of a brand, often influenced by communication and user experience.

Measure of brand recognition by the public.

The public's perception of a company through its communications and products.

All actions aimed at managing and developing a brand's reputation.

Actions designed to strengthen and develop a company's image.

Action plan to develop and strengthen brand awareness and image.

Strategy for creating and managing a company's brand image.

The process of creating and managing a company's brand image.

Navigation path displayed on a website to help users find their way around the site's structure.

A person or company who could become a potential customer for a company.

Data that reveals a user's purchase intent based on their online behavior.

The path followed by a prospect, from awareness of a need to purchase of a product or service.

Semi-fictional representation of an ideal customer, based on real data, to guide marketing and sales strategies.

Fictional representation of a typical customer used to guide marketing strategies.

Total cost of customer acquisition, including advertising, promotions, etc.

The total value a customer brings to a company over the duration of the relationship.

Average cost to obtain a qualified lead via a marketing campaign.

Tool or method for managing and analyzing customer interactions.

Target users using CRM data to deliver personalized advertising.

Connecting a customer relationship management system with communication tools for better prospect management.

Element prompting a user to perform a specific action, such as registering, purchasing or clicking on a link.

Track and analyze telephone calls generated by marketing campaigns, to measure their effectiveness.

Supervision and control of the various stages of a marketing campaign.

Form used to collect contact information from website visitors in exchange for an offer or content.

Percentage of visitors who added a product to the shopping cart without finalizing their purchase.

A method of controlling and managing resources or tools from a single interface.

Computer program that simulates a human conversation, often used to provide customer support or generate leads.

Attrition rate, representing the proportion of customers who stop using a product or service over a given period.

Heat map showing the areas of a page where users click the most.

Percentage of users having clicked on a link in an email or advertisement compared to the number of impressions.

Collaboration between two brands to create and promote a common content or campaign.

Aligning the visual and textual elements of a communication to provide a seamless experience.

Analysis technique that segments users into groups based on common behavior.

Conversion of a prospect who initially showed no interest in an offer.

System or method enabling several users to work together on a project or campaign.

The recipient's active interaction with a communication, measured by actions such as clicks or responses.

Amount spent to encourage interaction with content or advertising.

Measurement of interactions (clicks, shares, likes) in relation to the number of people who have seen a piece of content.

Manage communication channels between different departments or with customers.

Evaluate competitors' strengths and weaknesses to adjust your own marketing strategy.

Percentage of people who have completed a given action or task (e.g. watching a video to completion).

Tools or applications that link different platforms together.

Tool enabling visitors to a site to submit information or requests to a company.

Complete analysis of website content to assess its effectiveness and relevance.

Select and share quality content from external sources to enrich your own marketing strategy.

A gap in the content of a site, where a relevant topic has not yet been covered.

The strategy of creating informative and useful content to attract, engage and convert prospects.

The strategy of creating and distributing relevant content to attract and retain a target audience.

Technique of creating several versions of the same content, often of low quality, to improve referencing.

Organization and structuring of textual and visual information in a signature or email.

The process of distributing content across multiple platforms to extend its reach.

Delivery of ads based on the context of the content displayed on a web page.

Use chatbots or messaging to interact directly with customers in real time.

Transformation of a prospect into a customer or user following a marketing action.

Action when a prospect performs the desired action, such as filling in a form or buying a product.

The process a visitor goes through before becoming a customer, from first interaction to purchase.

Optimizing elements of a website or campaign to maximize conversion rates.

Percentage of recipients who have taken a desired action after receiving a communication.

Percentage of visitors who carry out a desired action on a website.

Track actions taken by users after clicking on an ad or link.

Files stored on a user's computer to record information about browsing and preferences.

Official communication issued by a company, often to assert its image or values.

Average amount spent to acquire a customer.

Advertising billing model where the advertiser pays each time a user clicks on its ad.

Amount spent to generate a qualified lead via marketing campaigns.

Advertising billing model where the advertiser pays for 1,000 impressions of its ad.

Cost associated with converting a prospect into a customer.

Cost per 1,000 ad impressions, used to measure the effectiveness of advertising campaigns.

Tracking a user's interactions on different devices (smartphone, tablet, computer), to provide a consistent experience.

Multi-channel marketing campaign (email, social networks, SMS) to reach a wide audience.

The technique of offering products or services that complement those already purchased by a customer.

All the perceptions and interactions a customer has with a company throughout the customer journey.

Visual representation of the customer journey, showing every point of contact between the customer and the company.

The process of welcoming new customers to familiarize them with a product or service and maximize their satisfaction.

Percentage of customers who remain loyal to a brand over a given period.

Measurement of customer satisfaction based on surveys in which customers express their satisfaction after an interaction.

Proactive strategy aimed at ensuring that customers achieve their objectives using a product or service.

A customer's level of involvement and interaction with a brand or product.

All information collected on customers, such as contact details and past interactions.

Customer feedback, used to improve products or services.

Strategy designed to build customer loyalty and encourage them to use or buy a product or service again.

Platform for collecting and analyzing customer data to optimize marketing campaigns.

Sharing content privately via channels such as direct messages or email is difficult for marketers to track.

Visual interface for real-time monitoring and analysis of key data.

Process of exploring large databases to extract relevant information.

Study of information collected to understand user behavior or the effectiveness of an action.

All measures taken to guarantee the confidentiality and integrity of personal information.

Links that lead directly to specific content within a mobile application or website, rather than to the home page.

Segmentation of users according to criteria such as age, gender or place of residence.

Transition from traditional processes to digital solutions to improve efficiency.

All marketing actions using digital media to promote products or services.

Online advertising in the form of banners, images or videos displayed on websites or applications.

Process whereby a user must confirm their subscription to an email list after filling in a form.

Content that adapts to user characteristics.

Advertising that adapts its content to users' behavior or characteristics.

Technique that personalizes ads based on visitors' past behavior, such as the products they have viewed.

The image that a company or person projects on the Internet, influenced by opinions, social networks and online content.

Visibility obtained free of charge through mentions, shares or reviews on third-party platforms.

Informal marketing based on consumer recommendations and opinions.

Series of automated emails sent sequentially to nurture prospects.

Rate of emails that actually reach recipients' inboxes.

A series of emails sent automatically to prospects or customers according to a predefined schedule.

Graphic and textual element added automatically at the end of an email, representing the sender's identity.

Volume of emails sent and received by a company as part of its communications.

Total number of emails sent during a given campaign or period.

Marketing communication technique consisting of sending emails to a list of contacts to promote services or products.

A strategy aimed at touching consumers' emotions to create a strong bond with the brand.

The image perceived by current and potential employees of a company as an employer.

Sustainable content that remains relevant long after publication and continues to attract traffic over time.

Interactions between the company and its customers or external partners.

Business model where a basic version of a product is offered free of charge, with the option of paying for additional features.

The part of a website or application visible to the user.

Model representing the stages a prospect goes through before becoming a customer.

Use of gaming techniques (points, rankings, rewards) in non-gaming contexts to encourage user engagement.

Targeting technique that uses users' geographical location to send them marketing messages.

A set of collaborative and e-mail tools developed by Google.

A set of rules to be followed to ensure visual consistency of communication elements.

Visual representation of complex data or information to make it more accessible.

Visual representation of data or information, used to make complex information more accessible.

Marketer who uses unconventional, low-cost tactics to stimulate rapid business growth.

Rapid experimentation across all stages of the customer journey to identify the most effective ways to grow.

A cyclical process where each new customer acquisition generates even more customers, creating a continuous growth loop.

Marketing strategy focused on rapid growth, combining customer acquisition and user experience optimization.

Markup language used to structure and display content on the web and in emails.

Standardization process for email signatures to ensure visual consistency across all communications.

A content management system that separates the back-end (content) from the front-end (display), for greater flexibility.

Graphical representation of the most consulted or clicked areas of a web page.

Total number of times an ad or content is displayed.

Link from an external source that redirects to your site.

The strategy of attracting potential customers through relevant content rather than soliciting them.

A person with a large audience on social networks, capable of influencing the opinions and behavior of that audience.

Real-time communication via applications such as WhatsApp or Messenger.

Signature that adapts to recipients or email content.

Data that indicates a user's purchase intention based on their online behavior.

Indicator that measures the probability that a prospect will buy a product or service in the near future.

Information exchange within a company, often facilitated by collaborative tools.

Advert displayed full-screen before the user can access the main content.

Key measures used to evaluate the effectiveness of an action or campaign.

Percentage of repetition of a keyword in a text in relation to the total number of words.

The practice of abusing keywords in content in order to improve its SEO (frowned upon by Google).

The total value a customer can bring to a company over the course of his or her relationship with it.

Specific page visitors arrive at after clicking on an advertising link or email marketing campaign.

Prospects who have expressed an interest but have not finalized their registration or purchase.

Prospect with little or no interest in an offer.

The process of acquiring new leads via various channels such as online advertising, events or social networks.

Prospect ready to buy or make a buying decision.

Incentive content or offers, often free of charge, used to attract prospects and collect their contact information.

Process of nurturing leads to guide them progressively towards conversion.

Process of evaluating leads to determine whether they are likely to become customers.

System that assigns points to leads according to their behavior or profile, to assess their level of commitment or maturity.

Time elapsed between the start of a sales process and its completion (e.g. from lead generation to closing a sale).

Prospect who has shown some interest in a product, but has not yet purchased.

Optimization to improve local search rankings.

Graphic symbol representing a brand or company.

Content focused on very specific, less competitive keywords, often of long duration.

Program designed to reward regular customers with exclusive benefits or discounts.

E-commerce via mobile devices such as smartphones or tablets.

Influencer with a large audience (often hundreds of thousands of followers) but less proximity to his followers.

The process of using software to automate marketing actions, such as sending emails or managing campaigns.

Use of software to automate repetitive marketing tasks, such as sending emails or managing campaigns.

A series of coordinated actions to promote a product or service over a given period.

Online platform that connects buyers and sellers, often used to sell various products or services.

Action carried out by a user on a website, other than purchase, but which contributes to a final conversion (e.g. newsletter subscription).

Key moments when consumers turn to their mobile devices to respond to an immediate need (e.g. to request information or buy a product).

Influencer with a small but highly engaged audience, often used for targeted, authentic campaigns.

Suite of productivity tools developed by Microsoft, including Outlook e-mail.

Stage in the conversion tunnel where the prospect evaluates different solutions.

A web design approach in which the design is primarily conceived for mobile devices.

Prioritizing mobile design in website and application development.

Use multiple communication channels (email, social networks, telephone) to interact with customers.

A method that analyzes multiple contact points in the customer journey to assess which marketing actions have contributed to a conversion.

A test method that involves modifying several elements of a page or campaign to determine the best performing combination.

A form of advertising that integrates naturally with the content of a platform, without interrupting the user experience.

Advertising that integrates naturally into the content of a platform so as not to disrupt the user experience.

Period during which a user interacts with a website before leaving or closing it.

Strategy for creating external links to your site to improve SEO.

People visiting a site for the first time.

Email sent regularly to a list of contacts to share information, offers or news.

All SEO techniques that take place outside the site, such as netlinking and mentions on other platforms.

A strategy that integrates multiple communication channels to deliver a consistent customer experience, whether online or offline.

Optimization of elements on a website, such as tags, keywords and content, to improve its SEO.

Publicly accessible data, often used for analysis or to create applications.

Protocol used to enrich content sharing on social networks by adding images and descriptions.

Percentage of people who opened a marketing email among those who received it.

Ability to perform actions optimally with a minimum of resources.

Explicit consent given by a user to receive marketing communications, often by email.

Allows users to unsubscribe or refuse marketing communications.

The process of continuously improving the performance of a campaign or tool.

Guarantee that the signature or email is correctly displayed on all types of device.

Visits to a website from non-paid search results.

A strategy in which the company makes direct contact with potential customers using methods such as advertising or cold calling.

Content entirely produced and controlled by a company, such as its website, blog or social networks.

Communication channels controlled by a company, such as its website, blog or social network accounts.

Advertising model where advertisers pay each time a user clicks on their ad.

Layout of textual and graphic elements in a document or email.

Advertising content for which a company pays, such as ads on social networks or Google ads.

Website visits generated by paid advertising campaigns, such as Google Ads.

The value a customer attributes to a product or service based on their expectations and needs, regardless of its actual price.

The ability of a tool or action to achieve its objectives effectively.

Process of analyzing campaign results in real time.

Fictional representation of a typical customer, based on demographics, behaviors and objectives.

Adapting the content of a communication to the recipient's preferences or profile.

An approach that involves adapting messages and offers to each customer or segment according to their preferences or behaviors.

Main content around which several other related or "satellite" contents are created.

Interaction or moment when a customer comes into contact with a brand.

A window or message that appears automatically on a web page to capture a user's attention.

Using data and artificial intelligence to anticipate future customer behavior and needs.

Automatically assign scores to prospects based on their behavior and probability of conversion.

Document explaining how a company collects, uses and protects personal data.

Electronic communication tool used in the workplace, often managed centrally.

Process of buying and selling online advertising space using automated algorithms.

Automated purchase of advertising space on display networks.

Automated online advertising space purchasing in real time.

Division of a market according to consumers' psychological traits, such as opinions, values or lifestyles.

Code to be scanned with a mobile device, often used for quick access to information or special offers.

Process for checking the conformity of signatures or emails before they are sent.

General Data Protection Regulation, governing the use of personal data in Europe.

Measure of revenue generated for each euro spent on advertising.

Calculate the financial return on a marketing campaign in relation to the costs incurred.

Ability to respond quickly to changes or user actions.

Strategy designed to encourage customers to recommend a brand to their friends or contacts.

Program encouraging customers to recommend the brand to friends and family in exchange for rewards.

Advertising strategy designed to target visitors who have already interacted with a website or application.

Production of reports detailing the performance of a campaign or tool.

Design websites or applications that automatically adapt to the user's screen size.

Technique used to re-target users who have already visited a site.

Percentage of customers who remain loyal to a company or product over time.

Interactive digital content, such as videos or animations.

A set of techniques designed to improve a website's ranking in search engine results.

SEO strategies based on actions outside the site (exbacklinks).

Complete site analysis to identify strengths and weaknesses in SEO.

Business model where users access software via the Internet rather than purchasing or installing it locally.

Model representing the stages prospects go through before becoming customers.

The process prospects go through before becoming customers.

Techniques or tools to shorten the sales cycle and increase conversions.

Questionnaire to measure customer experience and satisfaction.

Measurement of customer satisfaction with a product or service.

A user's underlying intention when searching for a keyword or phrase.

Data storage in an environment protected from external threats.

Save information in an environment protected against unauthorized access.

All the methods and technologies used to protect data and communications.

Subgroup of customers or prospects with common characteristics, used in marketing campaigns for personalization.

Divide a database into distinct groups to tailor communications to individual profiles.

Tools enabling customers to manage certain operations themselves, such as registering or placing an order.

Set of emails sent sequentially, often automated, to engage prospects or customers.

End of user session after a prolonged period of inactivity.

Automatic expiry of a user session after a period of inactivity.

A measure of a brand's visibility relative to its competitors in a particular market or channel.

Signature that automatically adapts to different device display formats.

Use of the same signature format for all company employees.

Ease of use and understanding of tools and interfaces.

Implementation of processes or tools to facilitate signature and email management.

People who visit a website at least once during a given period, even if they return several times.

Alignment between sales and marketing teams to improve the efficiency of both departments.

Dynamic content that adapts to the user, often based on their history or previous behavior.

Extract of content displayed on search engine results pages (SERPs).

Measuring the return on investment of social networking efforts.

Ads on social platforms such as Facebook, Instagram or LinkedIn.

Principle according to which people are more inclined to adopt a behavior if they see others doing it (customer exavis).

Use of social networks to identify, interact and maintain relationships with prospects.

Content created by a brand but presented in a way that resembles classic editorial content.

Figures used to analyze the performance of a campaign or action.

A marketing technique that involves telling a story to better engage the audience.

The process of defining the objectives and actions required to achieve the desired results.

The process of identifying and segmenting a specific audience for a marketing campaign.

Marketing actions directed at a specific group of recipients based on defined criteria.

Optimization of a site's structure and code to improve its SEO.

Predefined template used to create emails or standardized signatures.

First stage of the conversion tunnel, where the prospect is still in the discovery phase.

Invisible image inserted into emails or web pages to track interactions.

Analysis of clicks on links present in a communication, such as an email signature.

Email sent automatically in response to a specific action performed by the user (e.g. purchase confirmation).

Synonymous with conversion rate, percentage of prospects who become customers following a marketing action.

Sending a marketing message triggered by a specific action or event (e.g. cart abandonment).

Content created by a brand's users (e.g. customer reviews, photos).

Use of UTM tags to track the origin of visitors to a site.

Application of the same standards or elements in all email signatures to maintain consistency.

Percentage of people who unsubscribe from a mailing list after receiving an email.

Encouragement to buy a more expensive or advanced version of a product.

Strategy designed to encourage a customer to buy a more advanced or expensive version of a product.

Measurement of user interaction and participation with a brand or content.

All the elements relating to the way a user interacts with a product, service or interface.

The path followed by users to reach a specific objective on a site.

User interface design, aimed at making a product or service easy to use.

The process of integrating new users into a product or service to facilitate their adoption.

The process of verifying a user's identity to guarantee access security.

The general feeling experienced by a user when interacting with a tool or platform.

Tracking a user's actions on a website or application to analyze behavior.

Content created by a brand's users (e.g. notices, photos, videos) and used for marketing purposes.

Advertising in the form of a video broadcast on platforms such as YouTube or social networks.

A strategy designed to encourage users to share content with their friends and family to amplify the reach of a campaign.

The ability of content to spread rapidly through user sharing.

Page or section of a website displaying products available for sale.

The ability of a communication or brand to be noticed and seen by the target audience.

Tool for designing signatures or emails by manipulating elements graphically.

All the graphic elements that visually represent a brand or company.

Online content creation interface that lets you see the final rendering in real time ("What You See Is What You Get").

Analysis of website traffic and behavior data.

Automated data extraction from websites.

Interactive online conference or presentation, used as a marketing tool to educate or promote a product.

SEO practices in line with search engine guidelines, focusing on the creation of relevant, high-quality content.

Search result highlighted at the top of the Google results page, often in the form of a concise answer.

Planning the different areas of a web page (header, content, sidebar).