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Data Silo

The term data silo refers to databases and information that are located in different places within the company and to which only certain departments or users have access.   Data silos are not always negative: in some special cases, they have to exist in order to meet certain compliance or data protection guidelines, such as […]

Customer Journey

The customer journey is the path taken by a customer through various interactions with the company to the point of purchase.   Many sales transactions or comparable conversions are the result of a lengthy decision-making and information process in which users interact with the product and its provider via various channels – both passive and […]

Conversion Optimization

Conversion optimization or conversion rate optimization refers to actions that lead to an increase in the number of conversions or an increase in the conversion rate. A conversion can be anything from a simple registration, to a download or an actual purchase.   Since the conversion rate depends on countless factors, there are many possibilities […]

Click-Through-Rate (CTR)

The click-through rate (CTR) describes the relation between clicks on an ad medium and impressions measured for the ad medium within a certain time period. The CTR is shown as a percentage. If an ad medium (e.g. a banner) is displayed 10,000 times and clicked on 500 times, the click-through rate is five percent. The […]

Click-in Channel

Via a click-in channel, a user enters – often for the first time – a website or an online shop. In online marketing, companies use various channels to address users and encourage them to visit the site (see also: Multichannel and Omnichannel).   Examples of click-in channels are:   Ads in search engines (see also: […]

Bounce Rate

The bounce rate describes the proportion of users who visit a website and leave it without further interaction (e.g. click on a link, view of another page, long dwell time). This metric is expressed as a percentage and indicates the ratio between individual sessions and all sessions on the website.   If a page has […]

Affiliate Marketing

In online marketing, the term affiliate marketing (also called partner program or partner marketing) describes a sales concept in which an affiliate (also called publisher) advertises products or services of an advertiser (also called merchant) on its website in return for a commission.   The affiliate as the website operator therefore integrates the merchant’s offer […]