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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.

The act of producing prospective customers for a business. Lead generation tools run the digital gamut, and include elements on websites, paid ads, social media posts and word-of-mouth campaigns.

Audience Segmentation is the process of breaking a large audience into smaller chunks, or segments. The purpose for this is to match products, services and messages with the audience that will be most receptive to it.

18-year-old men and 70-year-old women may not want the same services you offer, for example, but if they’re both in your customer base, you’d want to separate them so that you can send them information that will be relevant to them.

Some software tools and services will even boast individual segmentation levels, with audiences of one. This refers to content that is delivered to users based on their past web behavior, so that what one person sees is unique to them.