Commonly Used Terms & Acronyms

There are a lot of terms and acronyms that marketers are expected to know (but don’t always know) when it comes to marketing technology, channels, and features. We’re here to help.


Successfully displaying a message or experience to a consumer. Recipients can be activated via native channels (email, mobile, sms), or through any third party (social media, search, etc.).


AI (Artificial Intelligence)

A type of marketing that uses artificial intelligence to predict consumer behavior and find the right combination of linguistic elements. This ensures that each push message is presented in the way that delivers maximum revenue-driving potential.


AMP (Accelerated Mobile Pages)

A program used to make mobile internet better and faster. In short, AMP pages do not show the full content on a mobile device, and are instead optimized and focused on the content that the user searched for.


API (Application Programming Interface)

Code that allows marketers to use data from one website in other applications.


Audience Recording

Allows users to record the exact state of their recipients when they were sent, which makes a company’s customer data more reliable and actionable.


Big Data

A field that analyzes, processes, and translates large data sets that are seen as too big or complex to be processed traditionally. This allows marketers to do many things, including analyzing buying habits, increasing customer engagement, giving customers a more curated experience, and much more.



The visual segmentation aspect of MessageGears Segment, used to define audience segments and visually understand customers.


CCO (Chief Customer Officer)

An executive in a company who manages commercial strategy, among other things. The CCO is responsible for developing an organization’s commercial strategy while working with the marketing, sales, and product development teams. They also influence, maintain, and grow customer relations.


CDI (Category Development Index)

Measures the sales performance of a product category in comparison with the average performance among all consumers. Using CDI, marketers can understand where and what customers make up their strong and weak segments, and can then adapt accordingly.


CDO (Chief Data Officer)

Oversees a multitude of different data-related activities for a company. These include but are not limited to data management and analysis, data strategy, and ensuring the quality of data.


CDP (Customer Data Platform)

A collection of software put into one customer database and accessible via other systems. Used to help marketers manage customer data, customer profiles, and more.


Click Activity

The number of times a message or campaign was opened, clicked, or viewed by a customer. Understanding click activity can allow marketers to identify what campaigns or advertisements were successful, and which ones may need some changes.


Clickstream Analysis

The process of collecting, analyzing and reporting all data, including which website a visitor clicks on, and in what order the visitor accesses the websites. Similar to Click Activity, using Clickstream Analysis, marketers can identify characteristics about their customers, including their interests, demographics, and many other important details.


CMO (Chief Marketing Officer)

The person who is responsible for all marketing activities that happen in an organization. This includes creating, communicating, and overseeing anything that has to do with marketing for a company.


Consumer Contextual Data

The “Context” of a marketing campaign — the offers, deals, or content that can be pulled in to any part of a message using Freemarker.


Content Curation

Gathering information and content that pertains to your company and customers, which will in turn add value. By personalizing content, marketers can drive click activity and customer interest.


Cross Channel

Similar to Multi-Channel Marketing, except marketers send one seamless message through multiple channels. This allows marketers to seamlessly send one uniform message across as many channels as they would like (SMS, email, push notifications, etc).



When the company sells an additional product or service to an already existing customer. Cross-selling can improve the satisfaction of customers and drive revenue.


Customer Marketing Platform

MessageGears’ differentiated marketing solution that provides audience segmentation, cross-channel message creation and delivery, and real-time data availability by leveraging the power of your data warehouse.


Data Centralization

A centralized location for customer data that marketers can pull from in order to be effective with their cross-channel messaging campaigns. Centralizing data integrates seamlessly and empowers marketers to use all of their data for marketing instead of forcing them to be selective with what to use.


Data-Driven Creative

Creative images and text in marketing messages fueled by real-time data, relevant at any time that the recipient opens/views a message.


Data-Driven Marketing

Marketing providing 1:1 experiences and messaging relying on real-time data availability regardless of content.


Data Duplication

A technique used to eliminate any data or strands of data that are repeated.


Data Friction

The movement of large amounts of data back and forth between multiple marketing providers, CDPs, systems of record, or internal data stores — all of which prevents marketers from sending messages.


Data Schema

The structure of a database that defines the specific kinds of data that database can hold. Strict data schemas in marketing tools prohibit marketers from making the most of their data.


Data Silos

A collection of data that is held by one group, but is not easily or readily accessible by other groups. An example of a data silo could be website browsing data, which is inaccessible to the marketing team but could be beneficial when sending abandoned-cart campaigns.


Data Marketplace

Snowflake’s secure market to buy and access data easily in order to further data-driven marketing.


Data Syndication

Information available to anyone that can include product performance, analysis, sales, and consumer behavior. This can be beneficial to marketers, as it allows them to understand how to position their company in the market.



The reverse of encryption. Data is returned to its original form and is no longer in code. The only way to decrypt data is if the person has access to the activation key or password. Decryption is a useful tool, as it allows users to access data that was previously inaccessible when needed.


Deep Linking

A powerful and flexible way to send users to your application without the need for an embedded SDK within your app. This feature enables marketers to create content in email or SMS messages that opens links to destinations within their app instead of in a mobile browser.



The ability to send and deliver emails to receiving customers’ inboxes. Deliverability is important because it allows marketers to know if their message is being received by customers.



The percentage of emails that were delivered to a company’s audience, calculated by using the number of bounces, and gross amount of emails sent.


Democratized Data

Making digital information attainable to everyone at any time without anything blocking access to the data, such as involvement of I.T. or gatekeepers. Using democratized data is beneficial because it allows users to access data at any point in time when needed instead of having to go through an extensive process.


Direct Email Conversion

A percentage that represents the amount of customers and subscribers who complete an action after reading your email. Understanding the Direct Email Conversion percentage is beneficial because it allows marketers to evaluate how effective a campaign was.


Disjointed Data

Data that is collected in many different systems, but uses different coding schemes or has missing variables used to match data.


Dissimilar Data Sources

Multiple data sets that have little in common with each other. An example of dissimilar data might be a user’s purchase history and his or her browsing data with no overlap of values.


Distributed Sending Solution

Enables corporate marketing organizations to empower local marketers to build highly personalized and focused messaging campaigns while still imposing corporate standards that matter to them.


DKIM (DomainKeys Identified Mail)

Digitally encrypted signature used in a message. It is used in order to make sure the source is genuine, can be trusted, and is not fraudulent.


DMARC (Domain-Based Message Authentication, Reporting and Conformance)

An authentication software that is used to prevent any SPAM or fraudulent emails from reaching someone’s inbox.


DNS Record

A global system for translating IP addresses to human-readable domain names.


Email Bounce

Email addresses in a subscriber list that never received a sent message because it was sent back. There are two types of email bounces: hard and soft bounces. A hard bounce happens because either the email address or domain is nonexistent, or because the receiving customer’s email server has blocked delivery. A soft bounce happens because the inbox is full, the recipient’s server could be down, or the message is too large.



The process of converting human-readable plain text to incomprehensible text, with the ability to decipher the original text via an encryption key. Encryption is a useful tool for any important information that needs to be secured. It makes sure that only the people who need access have access, but no other person can understand it.


MessageGears Engage

Utilizing MessageGears Engage provides you with an always-accessible segment of your live data to connect to any third party in order to build highly personalized campaigns in real time.


Engagement Rates

Metrics that help marketers track how engaged and involved their company’s audience is in a number of different ways, including click activity, open rates, subscribe/unsubscribe rates, and many more. Engagement Rates show marketers how their audience reacts to their content, and can unveil what aspects need to be changed.


Facebook Custom Audiences

Helps marketers target customers and advertisements by filtering Facebook users in order to find any existing audiences or matches.



A template engine that is generally used in order to configure files and emails and generate source codes easily and efficiently.


Google Customer Match

Allows companies to engage with customers through the Google search bar, shopping tab, Gmail, YouTube, etc. Using Google Customer Match will then specifically target your company’s ads to those consumers and any others that fit the segment.



Much like encryption, where data is translated into a code; it is impossible, however, to access or reverse the coded data back to the original form. If data is hashed, it is translated into a code once and nobody can access the original form of it ever again.


Hybrid Email Marketing

Email Marketing with two components that seamlessly work together: a user interface that sits behind a company’s firewall and lives where their customer data already lives, and a cloud delivery system that quickly and efficiently gets marketing messages assembled and delivered. Hybrid email marketing allows you to keep all your customer data under your control until it’s ready for rendering and sending, which in turn allows you to maintain the security your customers demand.


In-App Message

Targeted notifications that enable marketers to engage with customers while they are utilizing the app.


Inbound Message

Messages sent to consumers who are either repeat customers or signed up for emails — Marketers know they are already interested, and the purpose is to keep them interested and result in a sale.


JDBC (Java Database Connectivity)

A Java API for executing SQL statements. It consists of a set of classes and interfaces written in the Java programming language. JDBC is helpful when interacting with data sources.


JSON Structure (JavaScript Object Notation)

A data-interchange format that is universal and can be used and understood by all modern programming languages.


KMS (Key Management Service) Encryption

A service that allows you to easily encrypt data. It uses hardware security modules to keep data secure.


Legacy Marketing Clouds

The “O.G.” marketing clouds, companies created 20+ years ago that pioneered e-marketing but have not adapted to the possibilities of the modern data warehouse.


Machine Learning (ML)

A subset of artificial intelligence that learns by analyzing and identifying data patterns, and in turn automates model building.


Marketing Campaign

Organized, strategized efforts to promote a specific company goal or product. Marketing campaigns are important because not only do they allow marketers to connect with their customers, but can also drive customer action for a product or service.


Marketing Clouds

An integrated suite of marketing tools that are available to marketers as web-based services.


MessageGears Message

Allows users to orchestrate cross-channel marketing campaigns using live data. Users don’t have to worry about data friction. MessageGears Message is a customer marketing platform that connects to your customer data wherever it lives, helping you build personalized cross-channel messaging campaigns that deliver results.


Message Center

An in-app feature that allows customers to have their own personalized list of notifications. This makes sure that even if customers are opted out of push notifications, they’ll still be notified of any important information, thus creating greater attention and connections with customers.


Message Service Provider

A business entity that is used for SMS marketing in order to send alerts and reminders. Sending SMS messages plays a very large role in marketing strategy and allows marketers to interact with customers directly to alert them of any important information.


Mobile Push

Notifications that typically appear on the home screen of a mobile device. These usually include information similar to SMS messages, such as time-sensitive information, updates, and alerts. Push notifications allow marketers to notify their customers directly from the app and can increase customer engagement.


Mobile Push Click

An interaction a recipient has with a push notification that redirects them to either a webpage or a destination within the application. Mobile Push Clicks are important, as they can increase customer engagement within the app or website. MPCs are also useful sources of data, as they can be tracked and allow marketers to see how many customers interacted with a notification. (See “Click Activity” and “ClickStream Analysis”).


Mobile Push Delivery Failure

Notifications that are sent when a mobile push does not reach the desired destination. This can be due to a number of reasons. Understanding when and why a Mobile Push Delivery Failure happens is important so you can make sure you find another way of notifying customers of important information.


Modern Data Warehouse

Lets you bring together all your data at any scale easily, and to get insights through analytics dashboards, operational reports, or advanced analytics for all your users.


MPP (Massively Parallel Processing) Database

A data warehouse where data is split into many different servers (called nodes). MPPs are used to facilitate and process large amounts of data. The more nodes a cluster has, the faster a query is processed.


Multi Channel

Communicating with your customers across many different channels such as push notifications, SMS, email, etc. Multi-Channel Marketing is important because it shows that the company cares about interacting with its customers. Instead of sending one email, interacting with customers through multiple channels (SMS, push notifications, email, etc) can drive customer interests and show engagement.


Multivariate Testing

The process of testing different variations or elements of a webpage in order to see what the best combination is. Multivariate testing is useful because it can show you which different variations of a webpage produce greater customer interaction.


Omni-Channel Experience

Engaging customers in multiple different channels such as social media, smartphones, etc. This allows customers to have a multi-channel brand experience that can start with one channel and seamlessly be integrated into another.


Open Rates

Email marketing metrics that enable a company to track how many times an email has been opened displayed as a percentage. Understanding open percentages is useful for marketers because it shows what type of emails drive high customer satisfaction and which ones need to be adapted.


Open-time personalization

A dynamic email or mobile message that is personalized upon viewing of that message, to ensure that every message is relevant for every recipient at any time.



Synchronizing data from all internal and external sources. This allows for marketers to send more relevant and personalized campaigns across all departments.


Personally Identifiable Information (PII)

Information and data about an individual that is maintained by an agency and used to identify someone. It is typically directly provided by the individual, and data such as the person’s name, social security number, or date. It’s information linked to a person that can be used to trace their identity.


POCs (Proof of Concepts)

Used to demonstrate how a product can be applied and used in the real world instead of emphasizing what the final product will look like.


Pseudonomynized Records

Records about a person that go through a de-identification procedure in order to replace personal identification fields with artificial identifiers (pseudonyms). This is used to limit the chance of personal data records leading to the identification of the real person.


Push Notification

Marketing A marketing strategy that offers mobile device users a real-time alert that appears on their device home screen anytime, anywhere. These notifications appear as pop-up “bubbles” and generally include a call-to-action. Push Notification Marketing allows you to interact and directly inform your users about any important messages within the app.



Another term for a specific keyword or search term that a user writes in the search bar. Tracking queries is an important part of marketing because it can promote brand presence and allows for more customer interaction/new customers.


Rate Limit (Throttling)

A process that’s used to control the amount of consumers who can access APIs during a period of time.


Real-Time Personalization

The art of dynamically generating content in real time to create the best messages and experiences for customers.


Real-Time Data

Data that is collected and inserted into an actionable data warehouse within 60 seconds of an action occurring. Having access to Real-Time Data is very useful as it boosts overall efficiency instead of having to wait and potentially miss important opportunities.


Remote Marketing Clouds

A marketing cloud where live data is not easily accessible, making it hard for companies to keep up with consumer demands for messaging personalization.



Using software tools in order to create images that are realistic and allow for multiple angles of a potential product. Rendering products allows you to get an idea of what the finished product will look like without having to wait for a physical copy.


Render error

A problem that occurs when rendering a marketing message, prohibiting the message from being sent.


SaaS Solutions (Software-as-a-Service)

Can be referred to as “on-demand software,” and allows for easily accessible data on any device. It is a software distribution model that allows users to subscribe to an application instead of having to purchase it.


Scalable Infrastructure

A system’s capability to accommodate larger workloads and data growth without disruption or adjustment of existing infrastructure.


SDK (Standard Development Kit)

A collection of software that eliminates the need to write any web services code and enables you to access all services using the Java language.


Segment (General Marketing)

A subset of the consumer market that includes a group of people who share one or more characteristics. There are certain criteria that are met in order to be a part of a marketing segment, and these characteristics are used in order to help marketers target and send curated information to consumers.


MessageGears Segment

MessageGears Segment allows users to build dynamic segments and then export them to other marketing tools. Users can select, filter, and deliver recipient data to a variety of downstream systems. Detailed reporting metrics allow the user to see how many recipients went to each source, and consume any interaction or enriched engagement data from those third parties



Dividing the market into smaller subcategories that make it easier to target consumers. These categories can include geography, demographics, behavioral, and much more.


Send-Time Designation

A feature that allows marketers to determine when consumers are most active and likely to open an email, and therefore the best time to send an email.



A method that uses the internet to transfer data from one computer to another computer. SFTP can be useful because it allows users to immediately transfer data without hassle.


Short Code

A special 5- to 6-digit phone number used by marketers to send SMS or MMS texts.The most common use of a short code is in a marketing campaign.



Sending campaigns or transactional messages in order to communicate important information — usually information that’s time-sensitive, updates, or any alerts.


SMS Delivery Failure

SMS delivery failure happens when an SMS cannot reach the destination phone number. This can happen for many reasons, including carrier filters, routing problems, invalid numbers, or incorrect encoding. Understanding when and why SMS Delivery Failure happens is important so you can make sure you find another way of notifying customers of important information.


SPF (Sender Policy Framework)

Allows the receiving mail server to check during mail delivery that a mail claiming to come from a specific domain is submitted by an IP address authorized by that domain’s administrators.


SQL (Structured Query Language)

A domain-specific language used in programming and designed for managing data held in a relational database management system. SQLs are extremely useful in the marketing world because they contain important data and help users retrieve important information about their customers.



Measures indicated as a percentage, which show the number of users who have opted in or out of a mailing list. Monitoring your Subscribe/Unsubscribe Rate is important because it can reveal the number of customers who are interested/not interested in your brand.


Super Senders

Enterprise companies that send hundreds of millions (or billions) of marketing messages each month, susceptible to unique data and creative problems that many mid-market organizations do not face.


TFN (Toll-Free Number) codes

Numbers that are assigned to campaigns by marketers and allow them to track consumer responses and determine how each campaign is doing.


Traffic Spikes

When requests or interest in a company’s product or service sharply increases or decreases. Tracking traffic spikes can be extremely beneficial because you can analyze the amount of customer engagement.


Transactional Campaign

Campaigns that are sent to all customers, even ones that have unsubscribed. These are used in order to send important information about a customer’s account or any transactions that have to do with their account such as password resets, delivery or shipping confirmation, etc.


Transactional Messages (Triggered Messages)

An automated message that is triggered by a consumer’s actions. They are usually very personalized and sent one at a time.


Trap Hits

Email addresses that are invalid in order to determine and identify any spam emails and ensure legitimate marketers.



How long a business’s website can stay online without any internet malfunctions. It is essential for companies to track as it can result in lost customers, revenue, or loss of productivity.


VPC (Virtual Private Cloud)

A remote section within a public cloud infrastructure that is virtually divided from public cloud using firewall.