You are here:
Marketing Cloud Intelligence Glossary
Familiarize yourself with Marketing Cloud Intelligence and other marketing terminology.
| Term | Description |
|---|---|
| Ad Operations | Agency team that deals with the technical aspects of launching and maintaining an advertising campaign. Duties include: trafficking, placing pixels, and QA tag errors. |
| Ad Server | Computer system, which stores, maintains, and serves advertising banners for one or more websites. Ad servers program, track, and report several statistics about website visitors, which are used by advertisers to custom tailor ads and offers to suit different categories of visitors. |
| Ad Targeting | The practice of targeting ad content to user and contextual data. |
| Adtech | Advertising technology. A term that can apply to anything from DSPs to Data Management Platforms that focus exclusively on advertising. |
| Advertiser | Company, organization, or individual who pays for advertising space or time to present an announcement or persuasive message to the public. They typically do so in order to achieve a goal such as enhance brand awareness (branding), influence a consumer to make a purchase (direct response), and so on. |
| Agency | A company that advises advertisers on how and where to advertise. They’re responsible for managing the advertiser’s media plan and are expected to deliver success and provide reports to prove their performance. |
| ARR | Annual Recurring Revenue. The amount of revenue a company is planning to consistently bring in from deals every year. |
| Attribution | Identifying a set of user actions (“events” or “touchpoints”) that contribute in some manner to a desired outcome. |
| Attribution Window | The number of days that agencies or brands designate when a user action is considered for conversions. |
| Campaign | A set of media that have a shared theme and ideas to market a specific brand, product, or concept. Most campaigns also include criteria such as Key Performance Indicators (KPIs), a specific start and end date, daily or overall budgets, frequency restrictions, and targeting based on user or inventory data. |
| Click | Active user interaction with an ad that drives users to a designated landing page. |
| Conversion | When a user performs a desired action designated by an agency or brand. For example, sign up, purchase, or install app. |
| Cookie | Information stored on a user’s computer by a website. |
| Creative | The actual graphic element that is used to fill a placement or media buy. |
| Collection | A collection is where you house pages, similar to how a folder contains files. |
| Data Stream | A connection to a data source in Marketing Cloud Intelligence - anything from a Google Analytics API connection to a customized flat-file connection. |
| Data Warehouse | A central repository for all or significant parts of the data that an enterprise's various business systems collect. Example: AWS |
| Dimension | Non-numerical values, which put the numerical data in context. Qualitative values. |
| DMP | Data Management Platform. Piece of software that houses cookie level details about users relevant to the given advertiser so that they can create audience profiles for ad targeting purposes. Examples: BlueKai, Adobe, and Lotame |
| DSP | Demand-Side Platform. Helps advertisers buy ad space (Display, Video, and so on), in an automated or programmatic fashion. Examples: MediaMath, Rocketfuel, and DBM. |
| Entity | Any object in the platform that users want to model and store information about. Entities are recognizable concepts, either concrete or abstract, such as people, places, things, or events, which have relevance to the database. Every entity in use MUST have a Key (defines unity) mapped. |
| ETL | Extract, Transform, Load. Three database functions that are combined into one tool to pull data out of one database and place it into another database. |
| Exchange | A technology platform that facilitates buying and selling from multiple ad networks. |
| Executive Workspace | A collection of workspaces that exist in an account. An accumulation of data across the matching dimension values. |
| Granularity | The level or depth of detail present in a set of data. |
| Granular Data Center | A storage repository that holds a vast amount of raw data in its native format until it ‘s needed. While a hierarchical data warehouse stores data in files or folders, a Granular Data Center uses a flat architecture to store data. |
| Impression | Number of times when an ad is loaded onto a site. |
| Log Level Data | The collection of an abundant set of data points gathered at a low level of granularity. This can include granular information about bids or PII. |
| Mapping | The process of correlating data source fields into Marketing Cloud Intelligence fields. |
| Media Buy/Placement | A specific place on a site where an ad is shown, or a specific tactic to show ads on a site. |
| Measurement | Numerical values, on which mathematical operations are performed. Quantitative facts. |
| Page | A page is created within a collection It can contain several visual elements to represent data, which are called widgets. |
| Pixel | A tracker placed by an agency or brand that tracks actions. For example, ads served, clicks, conversions, landing page views. |
| Publisher | The actual website where an advertisement is served. Publishers are referred to as the “sell side” of the business, their inventory being placements. |
| Reimmersion (of data) | Taking data that’s calculated within the platform post-ETL (for example, calculated dimensions or calculated measurements) and mapping it into a data stream to make it part of the data model. |
| Retargeting/Remessaging | A form of online targeted advertising that’s targeted to consumers based on their previous internet actions. |
| Site | The website from which media buys are acquired and where advertisements are published. |
| SSP | Supply Side Platform. A platform used on the publisher’s side that sells ad space to buyers. Complimentary to a DSP. |
| Strategy | A plan of action for advertising, which is meant to optimize performance. |
| Widget | A visual element representing data. This visualization can be of various types. Examples: Bar Graph, Donut Chart, or Table. |
| Workspace | Each Account can contain several workspaces, whereas each workspace has its own data streams, calculations and Analyses, as well as visualizations. Workspaces can represent different advertised brands, product categories, or geographical regions. |
Did this article solve your issue?
Let us know so we can improve!
