Break free from jargon. Master the concepts (ROAS, GRP, MER...) that truly make the difference between a startup burning cash and a scale-up breaking the glass ceiling.
A scientific method of comparing two versions (A and B) of a webpage, email, or ad to determine which performs better.
The rules determining how credit for sales and conversions is assigned to different marketing channels.
The total investment needed to convince a new customer to buy your product or service.
The amount paid by the advertiser only when a user performs a specific action (purchase, lead, signup).
The Cost Per Thousand impressions. The price charged for a thousand ad views.
The percentage of people who click on an ad after seeing it.
Any television connected to the Internet, allowing video on demand or targeted advertising via TV apps.
Digital Outdoor Advertising. All advertising on digital screens in public spaces (streets, subways, airports, malls).
Optimization for generative AI engines. The SEO of the new decade.
The main unit of measurement to evaluate the advertising pressure of a campaign, particularly on Television.
A marketing strategy aimed at bringing the customer to you (attraction) rather than going out to get them (interruption).
A measurable metric used to evaluate the success of a strategic objective.
An algorithmic audience composed of people who statistically resemble your current best customers.
The total revenue (or margin) a customer will generate throughout their relationship with your company.
Also called Blended ROI, MER measures overall marketing efficiency by dividing total revenue by total marketing spend.
The company actively pushes its commercial message to a target audience that hasn't requested it (interruption).
The automated buying and selling of digital advertising inventory in real-time (RTB - Real Time Bidding).
Serving ads to users who have already interacted with your brand (site visit, add to cart) without converting.
It measures how much revenue is generated for every euro invested in an advertising platform.
Buying sponsored links on search engines (Google Ads).
Organic referencing. All techniques aimed at organically ranking a website's pages in Google's top (free) results.
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