Glossary
Benchmarks
In digital marketing, a benchmark is a specific metric that you compare results to. A benchmark can relate to impressions, clicks, open rate, sales, or many other metrics. An established threshold is then used to determine success or failure of a particular campaign or piece of content. Benchmarks for an email campaign, for example, might be 20% open rate, 2% click through rate, and 0.5% sales rate on a product that the email is highlighting.
The success or failure of the campaign would be measured against these numbers. Ideally, you’re developing benchmarks based on past campaign results in order to create personalized benchmarks for your business that allow you to compare across marketing channels.
Related Terms
Glossary
Lifetime Value (LTV)
Lifetime Value (LTV) is a calculation of how much a new customer will be worth to your company over their entire lifetime.
This calculation can alter other calculations, such as the acceptable cost of acquiring a new customer. The initial value of that customer may be too low to justify a particular cost, but their LTV could justify the advertising cost to acquire them.
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Glossary
Back End Development
Back end development refers to work that’s done on server-side software or applications. This means it’s not visible on a live website. A lot of logical parameters, database structuring, and website architecture would be considered back-end work.
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Glossary
Customer Journey
A Customer Journey is the path a customer takes through various engagements with a company and its content and services. This is often visualized as a map or other infographic for marketers to be able to see the stages of engagement of a company’s customers. This allows marketers to create ads and content for specific stages in this journey.
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