Advisory Board - A group (of people usually Key Opinion Leaders), with the task of solving a specific problem such as trend forecasting.
Analytics - In-depth analysis of complex data that can deliver key insights into market opportunities and risks (examples include best customers, customer segmentation, SWOT and regression modeling).
Applicant Tracking System – A web-based tool that allows human resource professionals to organize and track job applicants.
Blog – User-maintained social network sites, usually built to support a community of interest.
Bundle - Products either marketed or packaged to be sold together in a group.
Branded Entertainment – Akin to TV product placement, can be either interactive or game-like ads – some even POP, or outdoor, or ads embedded in on or offline games, known as In Game Advertising.
Brand Identity – The unique personality of a brand, embodied by its logo, headlines and taglines, the tone and manner of its ad copy, the look and feel of its design.
Brand Toolkit - A collaborative web, intranet or extranet workspace of branding materials, with either public or password-access marketing access.
Call to Action - Language developed to initiate a response within a given customer segment.
Customer Branded e-Catalog - The web version of pass-through marketing. An online catalog of a company's products that customers can manage and present as their own.
Collaborative Workspace - An intranet or extranet site that serves as a loose collection of tools and documents relating to a specific business activity - for instance a workspace containing trends for the upcoming season. Collaborative workspaces that have a formal business logic hard-coded into the system are called online workflows.
Co-Marketing - Marketing developed by a company that shows the company's products or a collaborative promotion with complementary products, a brand or partner, often including an offer, the company and customer logos.
Competitor Profile - A description of the traits of a competitor, usually the result of research and/or competitor SWOT analysis.
Competitive Analysis - A profile of a company’s competition (within industry or like business models), often including financial, product, regional and marketing information, along with historic behavior, used to help anticipate competitive threats.
Competitive Strategy Database - An intranet or extranet archive of competitive strategy information.
Community Based Advertising – Ads that engage the interactive nature of the web, soliciting response from consumers.
CMS - Content Management System - Tools that allow non-technical staff to easily update web, intranet and extranet site content.
CRM - Customer Relationship Management System - Tools that allow non-technical staff to easily segment and manage mass e-mail communications and/or facilitate e-commerce and e-detailing.
Customer Profile - A description of the traits of a customer or customer segment, usually the result of research and/or customer SWOT analysis.
Demographic - Statistics characterizing a group, broken down by age or sex or income, etc.
Differentiate - A defensible claim of difference, usually of a business, product or strategy within a competitive marketplace.
E-Detailing - Mapping the decision points of a given customer segment, often the result of analytics.
E-Commerce - The buying and selling of goods and services on the Internet.
Integrated Marketing – A multi disciplinary approach to marketing, often combining traditional and new media brand messaging and strategy, and multiple distribution media and/or technology.
Inventory Risk - The financial risk associated with carrying an amount of product inventory that is greater than customer demand.
Intranet - A computer network with restricted access, as within a corporation.
Internet TV – Web specific programming, often in the form of 30 second humorous grass roots clips, distributed by companies like You Tube.
In Game Advertising – Ads developed to be an integral part of a game world, a form of branded entertainment.
Job Requisition Workflow – An intranet-based tool that allows managers to create hiring requests, and allows executives and human resources to manage the approval processes.
KOL - Key Opinion Leader - Industry experts used by companies to help define strategy and messaging.
Location Shift – Using a computer or handheld device to view programs in a location other than the family living room.
(The) Long Tail – Coined by Wired Magazine, the web’s ability both to serve a mass market, as well as highly niche markets.
Marketing Extranet - A collaborative extranet workspace of marketing material, allowing sales, marketing and third party vendors to review marketing work in progress.
Messaging -Targeted language used to define or differentiate a brand or product to a specific customer segment, often containing a strong call to action.
On-boarding - A program designed to facilitate a new business or employee relationship.
Online Workflow - An intranet or extranet site with a hard-coded business logic, such as an HR job requisition workflow or a vendor on-boarding workflow.
Pass-Through Marketing - Marketing developed by a company that shows the company's product along with an offer, and just the customer logo (the company's logo is invisible to the buyer).
Podcast – Web distributed audio or video for download to handheld devices.
Portal – A group of web or intranet sites managed by a common technology.
Psychographic - A data set indicating the relative behavior strength or weakness of the personality traits of a group or target audience.
Predictive Modeling - A specific analytical tool used for understanding a customer’s propensity to prefer one product or offering over another, often in order to determine a product or brand’s messaging and value proposition.
Promotion - In-store displays, price or limited time discounts, bundled offers, BOGOs (buy one get one) and/or bulk discounts (e.g. 33% more free).
Promotional Mix - The collection of promotional tools, optimized with analytic analysis of the success of a company’s marketing spending - usually against ROI.
Regression Modeling - A form of predictive modeling where analytics is used to segment an audience by their propensity to buy.
ROI - Return On Investment - How much money a given dollar of marketing investment returned for the company.
Sales Force Extranet - A collaborative extranet workspace with sales and promotional material, allowing the sales team to share knowledge and easily develop customized sales presentations.
Segmentation - Organizing customers into groups to better understand their common traits, usually demographic, psychographic or other behavior.
SEO - Search Engine Optimization - A program that increases traffic to a website by optimizing keywords.
Swatch Book - A tool used in the fashion industry to collect images of a specific trend.
SWOT analysis - A tool that identifies the Strengths, Weaknesses, Opportunities and Threats of an organization, product or competitive set.
Time Shift – The ability to download and view programs at other than their original air time.
Trend Analysis - Collecting and analyzing information relating to a specific cultural fashion, often by analysis of competitors’ advertising, facilitated by a customer and or vendor workspace, and/or swatch book.
Trend Forecasting - Predicting a specific cultural fashion, often with data provided through trend analysis.
Unique Selling Proposition – A unique, defensible and relevant message used to differentiate the brand from its competition.
Value Proposition - Messaging created to differentiate a product or brand from the competition.
Value Chain - A high-level model of how businesses receive raw materials as input, add value to the raw materials through various processes, and sell finished products to customers.
Viral Marketing – Guerilla marketing, usually web or e-mail based, that relies on consumers to share an ad because it is particularly fun, interesting or timely.
Vendor Profile - A description of the traits of a vendor, or vendor segment, usually the result of research and/or vendor SWOT analysis.
Vendor Mix - Analytic analysis of the success of a company’s vendors - usually by a vendor SWOT analysis.
Web Service - A database to database connection used to provide source for web content or as part of an online workflow.
Website - Sites open and available to the public, commonly on the Internet.
Web 2.0 - A community based website.