Digital Campaign Tools and Analytics
Expert-defined terms from the Professional Certificate in Policy Advocacy and Campaigning course at London School of Business and Administration. Free to read, free to share, paired with a professional course.
A/B Testing refers to a method of comparing two versions of a digital cam… #
This technique is commonly used in digital marketing to optimize campaign elements, like subject lines or calls-to-action, and improve overall campaign effectiveness. Related terms include multivariate testing and split testing, which involve testing multiple variables and splitting audiences to compare different campaign versions.
Ad Exchange is a platform that enables buyers and sellers to trade ad inv… #
This system allows advertisers to reach their target audiences across multiple websites and devices, increasing the efficiency of their digital campaigns. Related terms include supply-side platform and demand-side platform, which refer to the technology used by publishers and advertisers to manage their ad inventory and campaigns.
Ad Serving refers to the process of delivering ads to websites, mobile ap… #
This technology allows advertisers to manage and optimize their ad campaigns, targeting specific audiences and devices. Related terms include ad server and ad network, which refer to the software and companies that specialize in delivering and managing online ads.
Analytics Platform is a tool used to collect, analyze, and report … #
This software provides insights into key metrics, such as website traffic, engagement, and conversion rates, helping campaign managers to optimize their strategies and improve results. Related terms include web analytics and digital analytics, which refer to the practice of analyzing data to understand online behavior and campaign effectiveness.
Application Programming Interface (API) is a set of rules and p… #
In digital campaigning, APIs are used to integrate tools and platforms, such as social media management software and email marketing systems, to automate tasks and improve efficiency. Related terms include API key and API call, which refer to the unique identifier and request used to access and interact with an API.
Attribution Modeling is a method used to assign credit to differen… #
This technique helps campaign managers to understand the impact of each channel and tactic on their overall campaign performance. Related terms include last-click attribution and multi-touch attribution, which refer to the different methods used to assign credit and value to each touchpoint.
Banner Ad is a type of display ad that typically appears on a website<… #
This format is commonly used to promote products, services, or causes, and can be targeted to specific audiences based on demographics, interests, or behaviors. Related terms include display ad and native ad, which refer to the different types of ads that are displayed on digital properties.
Behavioral Targeting is a technique used to deliver ads to users based on… #
This method allows advertisers to reach users who are more likely to be interested in their products or services, increasing the effectiveness of their digital campaigns. Related terms include contextual targeting and demographic targeting, which refer to the different methods used to target ads to specific audiences.
Big Data refers to the large volumes of data that are generated by… #
This information can be used to gain insights into user behavior, preferences, and needs, helping campaign managers to optimize their strategies and improve results. Related terms include data mining and data analytics, which refer to the practice of extracting and analyzing data to discover patterns and trends.
Call #
to-Action (CTA) is a prompt that encourages users to take a specific action, such as making a donation, signing a petition, or visiting a website. This element is commonly used in digital campaigns to drive engagement and conversion, and can be optimized through testing and iteration. Related terms include landing page and conversion rate, which refer to the page where users are directed after clicking a CTA and the percentage of users who complete a desired action.
Click #
Through Rate (CTR) is a metric that measures the percentage of users who click on an ad or link after seeing it. This indicator is commonly used to evaluate the effectiveness of digital campaigns, and can be optimized through testing and iteration. Related terms include impression and click, which refer to the number of times an ad is displayed and the number of times an ad is clicked.
Content Management System (CMS) is a platform used to create, manage, and… #
This software provides a range of tools and features to help campaign managers to develop and implement their content strategies. Related terms include content marketing and content creation, which refer to the practice of creating and distributing valuable content to attract and engage audiences.
Conversion Rate is a metric that measures the percentage of users who com… #
This indicator is commonly used to evaluate the effectiveness of digital campaigns, and can be optimized through testing and iteration. Related terms include call-to-action and landing page, which refer to the prompt that encourages users to take a specific action and the page where users are directed after completing a desired action.
Cookie is a small file that is stored on a user's device to track… #
This technology is commonly used to deliver targeted ads, personalize content, and improve the overall user experience. Related terms include first-party cookie and third-party cookie, which refer to the different types of cookies that are used to track user behavior and deliver targeted ads.
Cost Per Acquisition (CPA) is a metric that measures the cost of acquirin… #
This indicator is commonly used to evaluate the effectiveness of digital campaigns, and can be optimized through testing and iteration. Related terms include cost per click and cost per impression, which refer to the cost of delivering an ad to a user and the cost of displaying an ad to a user.
Cost Per Click (CPC) is a metric that measures the cost of delivering an… #
This indicator is commonly used to evaluate the effectiveness of digital campaigns, and can be optimized through testing and iteration. Related terms include cost per acquisition and cost per impression, which refer to the cost of acquiring a new customer or donor and the cost of displaying an ad to a user.
Cost Per Impression (CPM) is a metric that measures the cost of displayin… #
This indicator is commonly used to evaluate the effectiveness of digital campaigns, and can be optimized through testing and iteration. Related terms include cost per click and cost per acquisition, which refer to the cost of delivering an ad to a user and the cost of acquiring a new customer or donor.
Customer Relationship Management (CRM) is a system used to manage and ana… #
This software provides a range of tools and features to help campaign managers to develop and implement their customer strategies. Related terms include customer engagement and customer retention, which refer to the practice of interacting with customers and maintaining long-term relationships with them.
Data Mining is a process of discovering patterns and trends in lar… #
This technique is commonly used to gain insights into user behavior, preferences, and needs, helping campaign managers to optimize their strategies and improve results. Related terms include data analytics and big data, which refer to the practice of analyzing data and the large volumes of data generated by digital systems and devices.
Demand #
Side Platform (DSP) is a system used by advertisers to manage and optimize their digital campaigns. This software provides a range of tools and features to help campaign managers to target specific audiences, bid on ad inventory, and measure campaign performance. Related terms include supply-side platform and ad exchange, which refer to the technology used by publishers to manage their ad inventory and the platform that enables buyers and sellers to trade ad inventory.
Digital Fingerprinting is a technique used to collect and analyze data ab… #
This method is commonly used to deliver targeted ads, personalize content, and improve the overall user experience. Related terms include cookie and device fingerprinting, which refer to the small file stored on a user's device and the technique used to collect and analyze data about a user's device.
Email Marketing is a channel used to promote products, services, or ca… #
This medium is commonly used to nurture leads, drive conversions, and maintain long-term relationships with customers and supporters. Related terms include email list and email campaign, which refer to the list of email addresses and the series of emails sent to promote a product, service, or cause.
Geotargeting is a technique used to deliver ads or content to users based… #
This method is commonly used to target users in specific regions, cities, or neighborhoods, increasing the relevance and effectiveness of digital campaigns. Related terms include geofencing and location-based marketing, which refer to the technique used to target users within a specific geographic area and the practice of delivering ads or content based on a user's location.
Heatmap is a visual representation of how users interact with a websit… #
This tool is commonly used to identify areas of high engagement and conversion, helping campaign managers to optimize their digital campaigns and improve results. Related terms include clickmap and scrollmap, which refer to the visual representation of where users click and how far they scroll on a webpage.
Influencer Marketing is a channel used to promote products, services, or… #
This medium is commonly used to reach new audiences, build credibility, and drive conversions. Related terms include influencer and influencer marketing platform, which refer to the individual who promotes a product, service, or cause and the technology used to manage and optimize influencer marketing campaigns.
Key Performance Indicator (KPI) is a metric used to measure the success o… #
This indicator is commonly used to evaluate the effectiveness of different channels, tactics, and strategies, helping campaign managers to optimize their digital campaigns and improve results. Related terms include metric and benchmark, which refer to the measure used to evaluate performance and the standard used to compare performance.
Landing Page is a page that users are directed to after clicking on an ad… #
This page is commonly used to drive conversions, nurture leads, and provide users with more information about a product, service, or cause. Related terms include call-to-action and conversion rate, which refer to the prompt that encourages users to take a specific action and the percentage of users who complete a desired action.
Lookalike Targeting is a technique used to deliver ads or content to user… #
This method is commonly used to target users who are likely to be interested in a product, service, or cause, increasing the relevance and effectiveness of digital campaigns. Related terms include custom audience and retargeting, which refer to the group of users who are targeted based on their interests, behaviors, or demographics and the technique used to deliver ads or content to users who have previously interacted with a digital property.
Mobile Marketing is a channel used to promote products, services, or c… #
This medium is commonly used to reach users on-the-go, drive conversions, and provide users with a seamless experience across different devices and platforms. Related terms include mobile app and mobile website, which refer to the software application designed for mobile devices and the website optimized for mobile devices.
Multivariate Testing is a method of testing multiple variables, such as <… #
This technique is commonly used to optimize digital campaigns, improve conversion rates, and increase the relevance of ads and content. Related terms include A/B testing and split testing, which refer to the method of comparing two versions of a digital campaign tool and the technique of splitting audiences to compare different campaign versions.
Native Ad is a type of ad that is designed to match the form and function… #
This format is commonly used to promote products, services, or causes in a non-intrusive and engaging way, increasing the effectiveness of digital campaigns. Related terms include display ad and sponsored content, which refer to the type of ad that is displayed on a digital property and the content that is sponsored by a brand or organization.
Optimization is the process of improving the performance of a digi… #
This technique is commonly used to increase conversion rates, improve return on investment, and enhance the overall user experience. Related terms include testing and iteration, which refer to the method of evaluating different campaign elements and the process of refining and improving campaign strategies.
Pay #
Per-Click (PPC) is a model of advertising where advertisers pay each time a user clicks on their ad. This model is commonly used to drive traffic to websites, promote products or services, and increase brand awareness. Related terms include cost per click and click-through rate, which refer to the cost of delivering an ad to a user and the percentage of users who click on an ad.
Personalization is the process of tailoring digital campaigns to individu… #
This technique is commonly used to increase engagement, drive conversions, and improve the overall user experience. Related terms include segmentation and targeting, which refer to the process of dividing audiences into distinct groups and the technique of delivering ads or content to specific audiences.
Retargeting is a technique used to deliver ads or content to users who ha… #
This method is commonly used to nurture leads, drive conversions, and increase the relevance of ads and content. Related terms include lookalike targeting and custom audience, which refer to the technique used to deliver ads or content to users who are similar to a specific audience or segment and the group of users who are targeted based on their interests, behaviors, or demographics.
Return on Investment (ROI) is a metric used to measure the return … #
This indicator is commonly used to evaluate the effectiveness of different channels, tactics, and strategies, helping campaign managers to optimize their digital campaigns and improve results. Related terms include return on ad spend and cost per acquisition, which refer to the return on investment of ad spend and the cost of acquiring a new customer or donor.
Search Engine Marketing (SEM) is a channel used to promote products, serv… #
This medium is commonly used to drive traffic to websites, increase visibility, and improve brand awareness. Related terms include search engine optimization and pay-per-click, which refer to the practice of optimizing website content to rank higher in search engine results and the model of advertising where advertisers pay each time a user clicks on their ad.
Social Media Marketing is a channel used to promote products, services, o… #
This medium is commonly used to build communities, drive engagement, and increase brand awareness. Related terms include social media management and social media analytics, which refer to the practice of managing social media presence and the analysis of social media data to understand user behavior and campaign performance.
Supply #
Side Platform (SSP) is a system used by publishers to manage and optimize their ad inventory. This software provides a range of tools and features to help publishers to maximize their ad revenue, improve ad quality, and increase the efficiency of their ad operations. Related terms include ad exchange and demand-side platform, which refer to the platform that enables buyers and sellers to trade ad inventory and the system used by advertisers to manage and optimize their digital campaigns.
Targeting is the process of delivering ads or content to specific audienc… #
This technique is commonly used to increase engagement, drive conversions, and improve the overall user experience. Related terms include segmentation and personalization, which refer to the process of dividing audiences into distinct groups and the technique of tailoring digital campaigns to individual users.
User Experience (UX) is the process of designing and optimizing digital <… #
This discipline is commonly used to increase conversion rates, improve user satisfaction, and enhance the overall brand reputation. Related terms include user interface and human-computer interaction, which refer to the visual elements and interactions that users encounter when interacting with digital properties and the study of how users interact with digital systems and devices.
Web Analytics is the process of collecting, analyzing, and reporting</… #
This discipline is commonly used to understand user behavior, optimize digital campaigns, and improve the overall user experience. Related terms include digital analytics and data analysis, which refer to the practice of analyzing data to understand online behavior and campaign effectiveness and the process of extracting insights and patterns from data.