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the a-z of personalized marketing


A Marketer’s Glossary of Personalization at Scale Download PDF Print All Resources We have entered the era of personalized marketing. Customers expect it. Technology enables it. Brands who can deliver it are generating huge increases in ROI. Personalization has gone way beyond simply adding a customer’s name to a communicat [..]
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activation


Turning data into actions across your online and offline marketing channels. These actions let you have a personalized dialogue with customers or prospects, and typically involve automation when undertaken at scale. Examples include audience segmentation, leveraging offline customer information for precise targeting, and the display of personalized [..]
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attribution


Assigning value to an action that contributes to a conversion. Marketing attribution quantifies the influence each ad impression makes on a consumer’s purchase decision. This provides insight into what influences your target audience, and to what extent. Strong marketing attribution better enables you to adjust and optimize your media spend, based [..]
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audience


The demographic or target who views your ad or campaign. Marketers can use customer and media intelligence to target specific audiences, differentiated by age, income, geography, (and other demographic information), interests, media usage and buying propensity. Audiences can also be segmented into different categories such as “likely user,” “freque [..]
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closed loop


The correlation between online consumer interactions and online and offline sales. Closed-loop insight helps you measure the success of campaigns by accurately crediting media, leads, sales, and conversions to the online content users see. A marketing platform that uses closed loop insight should be able to measure ad campaigns based on transaction [..]
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conversion


Getting a consumer to perform a specified action. Examples of conversion range from signing-up for an e-mail newsletter or promotion, clicking on a link, or moving from being a site visitor to a paying customer.
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cross-channel marketing


Using multiple platforms and media to reach and engage your customer. The goal of cross-channel marketing is to make conversion easier by engaging your consumer at multiple touchpoints, delivering a consistent, personalized experience. Cross-channel includes, but is not limited to, traditional advertising, digital/web, e-mail, social media, mobile [..]
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cross-device marketing


Advertising and marketing campaigns that reach a consumer through multiple digital devices such as smartphones, tablets and computers. As consumers increasingly use multiple devices to access similar (or the same) information – such as checking e-mail on a laptop or smartphone – the need to optimize messaging for these different formats is increasi [..]
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customer experience


The quality of the interactions a customer has with a brand. Customer experience can refer to the sum of all interactions a customer ever has with a brand, or a one-time transaction. A strong customer experience, including personalization, is important to building repeat business, increased spending and brand loyalty.
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customer intelligence


Information that helps you identify and know your customers or prospects better. Customer intelligence includes demographic data, first party (CRM data) and third-party data. It is used to segment customers into high-performing audiences you can for target across all offline and online marketing efforts. It is an essential component of personalized [..]
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