glossary

A/B testing, also known as split testing, refers to a randomized experimentation process wherein two or more versions of a variable (web page, page element, etc.) are shown to different segments of website visitors at the same time to determine which version leaves the maximum impact and drives business metrics.

In A/B testing, A refers to the ‘control’ or the original testing variable, whereas B refers to the ‘variation’ or a new version of the original testing variable. 

The version that moves your business metric(s) in the positive direction is the winner. Implementing the changes of this winning variation on your tested page(s) / element(s) can help optimize your website and increase business ROI. 

Address Verification is the process of standardizing and sanitizing address information in a database or system. An Address Verification service uses a variety of methods to validate the address, including parsing the address for specific components, standardization of components to local formats, and verification against government or country datasets. It is used widely by companies utilizing addresses for shipping products, marketing, or customer service.

Annual Contract Value (ACV) is the total annual revenue of a solution or service contract. ACV is calculated by dividing the total contract values by the number of years, and for contracts of varying sizes ACV represents the average annual revenue of the contracts measured. Annual Contract Value is a metric commonly used with SaaS companies to determine profitability and gauge the amount of time before a product or service becomes profitable.

An Application Program Interface, commonly referred to as API, is a set of computing functions, procedures, and/or interactions that allow access to data for consumers of products or services. APIs are constructed to take specific parameters and perform an action or return information.

APIs are set up on endpoints that communicate via HyperText Transfer Protocol (HTTP), the same way that websites function, and even have URLs. When a request is made to an API, the request can contain specific information that the requestor wants to pass. The API processes the request and determines which logic to invoke based on the constructed functions and programming.

We allow programmatic access to our data through an API as part of our data solutions. Learn more by visiting our API page or contacting an EMM team member. 

Append means to add or supplement something to an existing list or composition. In the data industry, this process involves adding new data elements to an existing database. This can occur by matching one database with another, allowing missing data fields to be added.

For more information on how append services can enhance your data, contact one of our data experts.

Audience Segmentation refers to the act of identifying groups and subgroups of a population or target audience, often for the purpose of delivering personalized marketing, messages, products or services. Subgroups can be determined based on a variety of characteristics, such as socio-demographic, behavioral, psychographics and historical actions.

Audience segmentation is used widely across industries and is not solely used for marketing. Employers use audience segmentation techniques to deliver effective internal messaging to employees.

Our data products can be segmented in countless ways to fit the needs of our clients. To learn more about how our data services can help you reach your people, contact our team. 

Want to see for yourself? Get complete access to EMMquery, our powerful lead generation program, for as little as $9.99 or visit our webinars page.

A backlink is a link from one web page or directory to another, typically in the form of a hyperlink that is visible and able to be accessed when viewing a webpage. Backlinks are synonymous to citations in web development and Search Engine Optimization (SEO), as they signify that the linked content is legitimate and/or noteworthy.

Backlinks are a critical component of SEO scoring. Websites that have a higher number of inbound links will be ranked relatively higher and receive more organic search engine traffic.

Business Intelligence (BI) applies to the technologies, applications and strategies used for analysis of business strategy and operations. The core focus of BI is to leverage technology to analyze data and transform it into actionable business insights for informed decision-making.

Business Intelligence can be a combination of analytics, data mining, visualization, and workflows that format and display data into high level trends and Key Performance Indicators (KPIs). It is used across virtually all industries and business functions.

Every Market Media is proud to have helped clients develop and test systems that interact with business intelligence processes. Learn more about our professional data services or contact our team for more information. 

Business-to-Business, commonly referred to as B2B, is a transaction or business model that focuses on commerce between two or more businesses. The term is used to describe the marketing targets and consumers of a product as other businesses, versus the similarly named inverse called the Business-to-Consumer (B2C) model.

B2B products and services can be anything geared towards other businesses, and the term is industry agnostic. The marketing strategies of B2B companies often differ greatly from B2C counterparts.

We offer a number of B2B data products, such as our US Executives, Global Executives, and Companies records.

Business-to-Consumer (B2C) is the transaction or business model focusing on selling products or services directly to a consumer. Contrary to Business-to-Business (B2B), Business-to-Consumer companies have strategies that market their products to consumer niches.

A consumer is defined as an individual or end-user purchasing a good or service for personal use. B2C companies can be retailers, e-commerce companies, subscription-based content providers, or anything in which the primary customers are individuals.

For more information on our B2C data products, visit our Consumers page.

Coding Accuracy Support System (CASS) is a certification system managed by the United States Postal Service (USPS) for address validation. The primary purpose of CASS is to improve the accuracy of postal codes, including 5-digit ZIP codes, Zip + 4®, and other carrier route codes. CASS provides vendors and mailers a method to test address-matching software functionality in order to be certified by USPS.

Company Data represents the information regarding a company that may be pertinent to marketing or sales strategies, including firmographic, financial, geographical, and executive leadership characteristics. Company data is used to segment and prospect companies and analyze industries for the purpose of curating marketing campaigns, competitive intelligence, and determining sales prospects. Companies across all industries leverage company data, whether collected internally or through a service provider to better understand the business landscape and ultimately achieve revenue growth.

For more information on our company data products and attributes, visit our Companies page.

A compiling statement is a document specifying how a data product is compiled. Data products are made up of marketing data on consumers or businesses that contain company profiles, email contacts, and information derived from public records. Data products can be compiled in numerous ways, such as through crowd-sourcing, opt-in data forms, compilation of public resources, and email marketing, and the compiling statement details these methods.

See our Compiling Statement to see how we build our databases. 

Contact Data includes all data related to customers, vendors and prospects, including name, address, and email. Contact Data is maintained within a database or CRM system and can be supplemented with data enrichment services, integrity monitoring services and validations. Contact data is considered a valuable asset to an organization as it is the information needed to make business transactions and generate revenue.

For more information on the contact data we provide our clients, visit our data products. 

Conversation rate is a percentage that represents the number of times a desired action is completed (conversion) out of total visitors to the page hosting the prompt. Conversion rate is a direct measure of the effectiveness of a marketing campaign or webpage. Conversation rates can vary highly across marketing campaign types and styles, as some campaigns are more or less targeted to specific audiences or have varying degrees of required actions for conversion.

Cost-per-Click is an advertising term referencing the amount of money an advertiser pays a publisher per click of an ad. It is calculated as the total campaign advertising cost divided by number of clicks. CPC is factored in various ad types, including image ads, video ads, and social media ads. Cost-per-Click is a metric used by internet advertisers and publishers in real-time bidding strategies.

“Cost per Impression” is a marketing and advertising term referencing the cost incurred for each impression, or “view”, a marketing resource generates. CPI is a metric used primarily for web-based marketing to determine the effectiveness of profitability of a marketing campaign. The formula is simply total marketing campaign cost divided by number of impressions. 

CPI can also be synonymous with “Cost per Thousand Impressions” (CPM) which displays results divided by one thousand impressions instead of singular impressions. 

Customer Acquisition Cost (CAC) is a metric for the average cost of acquiring a customer to purchase a product or service. CAC is a formula of the total sales and marketing spend divided by the number of customers acquired in a given period. CAC can vary across industries and is tracked over time to understand effectiveness of sales strategies and marketing campaigns. Customer Acquisition Cost is also closely related to Customer Lifetime Value (CLV or sometimes referred to as LTV), with a CLV/CAC ratio that indicates profitability and broader business success.

Data Acquisition is the process of collecting data for the purposes of marketing and targeting. Data can be acquired in the form of marketing campaigns such as newsletter sign-ups or opt-ins, purchasing of data from aggregators and data resellers, or aggregation of public records. A sound data acquisition strategy is imperative to marketing success, as an unrefined dataset or contact repository can lead to low engagement and even legal consequences.

We help our clients make the most out of their data assets. To learn how our team can assist you with building your database effectively, visit our professional services page or contact our team. 

Data Augmentation is the process of expanding or adding to a database. Data Augmentation is commonly associated with email or contact databases, where the augmentation process involves adding additional contacts to the existing contact records, filling in empty data fields, or expanding the breadth of data to include new fields or metadata. Data Augmentation can come in the form of increased marketing, data acquisition, and enhanced aggregation.

A Data Card is a standardized representation of media for the purpose of highlighting information contained in a marketing kit or dataset. Data Cards provide an ability for data acquirers to easily compare assets and allows data sellers ease in displaying information. Data Cards contain an encompassing view of a dataset, including descriptions, quantity, targets, usage, terms of use and privacy statements.

See our data cards to fully understand our products and how they may be used to assist you in meeting your marketing goals.

Currently, we have the following published data cards:

• Business Executives (B2B)
• Global Business Executives (B2B)
• US Consumers (B2C)
• Companies and Websites (B2B)