Behavioral Targeting - Using an individual'sweb-browsing behavior, such as pages visitedor searches made, to select which ads to dis-play to that individual.

Bounce Rate - The percentage of entranceson a web page that result in an immediateexit from the website. They come, they see,they flee. The lower the bounce rate, the bet-ter. Bounces are seldom seen below 20%.

Branding - The process of using marketingimages to get people to easily remember yourproducts & services over competitors; by2005 over 50% of internet ad spending.

Clickstream - Record of a user's activity onthe internet, including the websites & pagesthat the user visits, how long the user was ona page or site and in what order they werevisited. Upstream is pages clicked "from",while Downstream is pages clicked "to".

Click-through - The process of clicking onan online advertisement to the advertiser'swebsite destination.

Click-through Rate (CTR) - Average numberof click-throughs per hundred ad impressions,expressed as a percentage. Average siteclick-through rate is under 1%.

Contextual Targeting - Determining whichads to display to an individual based on thecontent of the website they are viewing.

Conversion - An action that signifies a com-pletion of a specified activity. For many sites,a user converts if they buy a product, sign upfor a newsletter or download a file.

Conversion Rate - The relationship betweenvisitors to a website and actions considered tobe a "conversion" – expressed as a percentage.

Cost-per-Inquiry (CPI) - The cost paid perinquiry received for traditional media advertis-ing, which then requires fulfillment via mailedor faxed information.

Cost-per-Lead (CPL) - The cost an advertis-er pays per qualified lead, like those from vol-ume-buyers or industry professionals.Qualified leads are self-selected & targeted.

Cost-per-Thousand (CPM) - The cost, perone thousand delivered, of buying advertisingspace in a given media vehicle. This term isheavily used in print, broadcasting & directmarketing, as well as with online. Cost perthousand is calculated by dividing the total adcost by the number of thousands of mediaunits delivered. The "M" in CPM is Latin forthousand.

Crawler / Spider / Robot - Component ofsearch engine that indexes websites automat-ically. A search engine's crawler (also called aspider or robot), copies web page sourcecode into its index database and follows linksto other web pages.

Direct Traffic - Visitors who come to a web-site without first visiting a search engine,another site or a marketing tactic.

Dynamic IP - A temporary IP addressassigned by a Dynamic Host ConfigurationProtocol (DHCP) computer from a pool of IPaddresses.

Engagement - Measurement of the extent towhich a consumer has a meaningful brandexperience when exposed to advertising. TheAdvertising Research Foundation defines: Engagement + Trust x Targeted Contacts =Brand Impact.

Geo-Targeting - A sponsored search cam-paign feature that allows advertisers torestrict ad distribution to users with an IPaddress registered at an ISP with addressesassigned to a designated market area.

Internet MarketingGlossary

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Hit - Meaningless due to misuse. A hit is arequest for a file from a web server; a singlepage view may require 100 or more hits. Thenumber of hits is often cited as a measure ofpopularity, but this number is misleading anddramatically over-estimates popularity. A hit isneither a page viewed nor a visit.

Impression - The display of an online advertise-ment to a website visitor. An online impression iscomparable to a reader actually viewing a print ad.

Integrated Marketing Unit (IMU) - Standardad sizes created by the InteractiveAdvertising Bureau (IAB). Among the mostcommon are Square Buttons, VerticalBanners & Wide Skyscrapers.

IP Address - An internet protocol locationthat is a unique numeric address that elec-tronic devices use to identify and communi-cate with each other on a computer network.These IP numbers are also used to collectdata for geographic locations.

Multi-media Marketing - A campaign thatincorporates more than one medium (email,internet, print, radio, television, viral, etc) alsoknown as “Integrated Marketing” or “Multi-platform Marketing”.

Page View - The display of a complete webpage, including all graphics & text.

Portal - A website featuring an array of links& services, like a travel reference informationportal to thousands of links + air, rail, gasprices, hotels, maps and weather info.

Rich Media - A term for advances in onlinecreative that take advantage of enhancedfeatures like animation, audio & video. Richmedia takes many different digital file forms.

Really Simple Syndication / Rich SiteSummary (RSS) - A format for deliveringregularly changing web content, used bynews sites and weblogs, which providessummaries of information with links to thecomplete content.

Search Engine Marketing (SEM) - The actof marketing a website via search engines,whether this be improving rank in organic list-ings (search engine optimization), purchasingpaid listings (PPC management) or a combi-nation of these and other search engine-relat-ed activities (i.e. affiliate programs, shoppingfeeds or link development).

Search Engine Optimization (SEO) -Choosing targeted keyword phrases properlyrelated to a site, and ensuring the site placeswell when those phrases are searched online.

Social Media - An umbrella term that definesthe various activities that integrate technolo-gy, social interaction and the construction ofwords & pictures (Facebook, Myspace,Twitter, etc).

Static IP - A number, in the form of a dottedquad, assigned to a computer by an Internetservice provider (ISP) to be its permanentaddress on the Internet.

Unique Visitor - A person viewing your site,tracked over long periods of time, countedonce. Search engine spiders indexing pagesshould not be counted as visitors.

User-generated Content (UGC) - Variouskinds of media, publicly available, producedby those who actually use a product (likeproduct reviews or feedback).

Viral Marketing - Any marketing techniquethat induces websites or users to pass on amarketing message to other sites or users,creating a potentially exponential growth inthe message’s visibility & effect.

Visit - A visit begins when a visitor enters asite and ends with an exit click or a period ofinactivity. The next event (click) will be a newvisit.

Web Analytics - The objective tracking, col-lection, measurement, reporting and analysisof Internet data. Proper web analyticsremoves spider traffic and duplicate clicks.

Sources: Google; iWEBTOOL, TechTarget, WAA (Web Analytics Association);Webtrends, Inc.; Wikipedia.TRIPinfo.com

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