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Glossary

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

A

AB Testing

A procedure used on a marketing document to measure the impact of a change in the version of a variable on the achievement of an objective. A/B tests explore optimizations hypotheses by comparing them.

Adwords

Solution publicitaire en ligne proposée sur le moteur de recherche Google. Elle est payante et consiste en l’achat de mots-clés pour se positionner en tête des résultats lors de recherches spécifiques.

A.I. (Artificial Intelligence)

Human intelligence and cognitive process simulation systems on computer machines and systems.

B

Backlinks

External links present on a website, which refer to another website or more exactly a web page. These return links can be sources of traffic and thus promote the ranking of a website on search engines (SEO).

Big Data

Internet data processing solution. This system provides real-time access to giant databases with information from sent messages, GPS signals, climate data, online purchases, published photos, etc.

Bounce rate

Marketing indicator to consult a site which corresponds to the percentage of Internet users who have entered a website and have left it without having consulted other pages.

Brand Content

All content written for the consumer to convey the values and vision of a brand. It can range from editorial to video and revolves around a «storytelling».

Brand Identity

Set of elements that make up the existence of a brand and how it wishes to be perceived by consumers. This mental representation is built by a name, a graphic charter, a positioning, values, a price, distribution channels, etc.

Buyer Persona

Semi-fictitious representation of the target customer based on concrete criteria that will guide a brand’s content strategy.

C

Call-to-actions

Action Incentives buttons present on marketing materials to encourage the recipient or advertising contact to take an action sought by the advertiser (call a number, click somewhere, share information, etc.).

Chatbot

Combination of “discussion” and “robot”: software programmed to simulate a conversation between an individual and an agent through a machine.

Cloud

Technology to store data and software on remote located servers (via internet) rather than on a computer’s hard drive.

CMS (Content Management System)

Set of software that enables the dynamic and collaborative design, management and maintenance of websites or mobile applications.

Community Management

Management of the presence of a brand on social networks for its promotion: writing and publishing of content, moderation of comments, animation of communities. These activities are instrumental in building an advertiser’s online reputation.

Compliance

Update of all the digital ecosystems of a company in accordance with a new European GDPR directive, concerning the respect of the purposes of use of personal data.

Conversion/conversion rates

The ratio between the number of individuals who have carried out a desired action as part of a marketing campaign, and the total number of individuals affected by that campaign. It is therefore a key indicator for judging the effectiveness of a campaign.

CRM (Customer Relationship Management)

Data management software for customer information and interactions to facilitate a company’s customer relationship.

CRM (Customer Relationship Management)

Tools that allow personalized follow-up of customers to increase their satisfaction while improving the profitability of the company.

Cross-canal

Strategy allowing the different communication channels of a company to operate in synergy.

CSS (Cascading Style Sheets)

A style sheet language used on the web to describe the display of elements on a document written in HTML and XML. CSS allows you to apply formatting rules (titles, texts, fonts, borders, colors, etc.) to several documents simultaneously.

CTR (Click Through Rate)

Click-through rate which represents the proportion of Internet users who have clicked on an advertising campaign on the total number of Internet users who have seen it.

D

Data Analytics

Analysis of data collected on the internet to make strategic decisions based on concrete and quantified information.

Datavisualisation

Visual representation of the data collected on the internet. Google Data Studio, for example, is a visualization tool with personalized, interactive and aesthetic reports containing data collected and updated in real time.

Data Mining

Represents the set of tools for extracting meaningful information from large amounts of data.

Digital Ecosystem

Coherent set of points of contact between a brand and its prospects or customers in a sustainable and stable technological environment.

Display

Paid online advertising with graphics or videos.

Drupal

Free (open-source) content management software that allows user communities to publish, manage and organize their website.

E

E-Marketing

All marketing and advertising techniques using new online communication technologies to reach consumers.

E-Privacy

Regulation on the management of cookies in the European Union in order to protect the privacy of individuals on electronic communication platforms.

E-Reputation

Image conveyed by an advertiser on the internet. This digital identity can positively or negatively influence an audience’s opinion of a brand.

G

GDPR

European General Regulation on the Protection of Personal Data. This concerns the processing and circulation of personal data, and every website must comply with it since 25 May 2018.

H

Hosting

Provision of storage space on secure servers with website creators. It is a service to place the various files and contents that constitute a website. There are different services and hosting solutions that will vary depending on the price, the security level, and the storage space assigned to the site.

I

Inbound Marketing

Marketing strategy that consists of attracting the consumer to a brand with attractive and relevant content rather than soliciting advertising techniques.

ISB (Information Systems Directorate)

Design, installation, deployment and operation of an enterprise’s information systems. The ISD therefore corresponds to the IT strategy and the IT systems essential to the pursuit of the company’s objectives.

K

KPI (Key Performance Indicator)

Quantified indicators used in companies to assess the effectiveness of their actions in relation to defined objectives.

L

Landing page

Landing page of a website whose purpose is to convert visitors into prospects or customers. It is a page on which we arrive by means of a call-to-action (action prompting button).

Layout

Layout of an advertisement specifying all the different elements that comprise it, such as titles, texts, visuals and signatures, etc.

M

Marketing Automation

Automation of marketing campaigns based on predefined conditions and user behavior. Marketing tools are configured through pre-conceived scenarios to save time and quickly improve the user experience.

MOA (Owner)

Person or group coordinating and piloting a project based on time, budget and expected quality.

Mobile First

Web design concept optimized for mobile. The web pages of a site are first created in mobile version to adapt gradually to other screens.

MOE (Prime Contractor)

The person or group that produces a project: this is the technical and operational part of a project.

N

Net Linking

The aim is to improve the visibility of a website by creating multiple connections on different web pages using Backlinks (hyperlinks pointing to the web page). This is a component of the search engine search strategy.

O

Open-Source

Software license including free redistribution and access to product source code. These programs have the characteristics of being operated and developed directly by user communities or/ and programmers.

Open rate

Element of email campaign analysis that lists the share of recipients who opened the email that was sent to them.

Outbound Marketing

Marketing strategy that consists of going after the consumer through the implementation of commercial and advertising actions.

P

Redirection Plan

An essential step when redesigning or migrating a website. This is to create a mapping of all the old pages in order to return them to their new equivalent, in order to maintain SEO performance and to continue to be visible on search engines.

R

Referencing

Positioning and visibility of a website on search engines (Google, Bing, Yahoo, etc.) It is the choice of keywords and all techniques to increase the traffic of a site. It can be natural or paying.

Registrar/ Domain names

Registrar is an accredited body for the registration of domain names. A domain name is an identifier containing a set of computers connected to the internet and having common characteristics (.fr, .com, .de…).

Responsive Design

Adaptability of online content on different devices (mobiles, tablets, computers). An adaptive website can therefore be accessed comfortably on screens of different sizes and meets web accessibility.

RFO (Open Frequency Recency)

KPI on user behavior.

RFC (Click Frequency Recency)

KPI on user behavior.

ROAS

RoaS, is the initial for “Return On Ad Spent”. In French, it means back on spent ads. ROAS is actually a ratio that allows you to assess the profitability of your advertising expenses, especially on social networks.

ROI (Return On Investment)

The difference between the money invested and the money earned (or lost) on a campaign. This percentage is a key indicator for the most profitable investment choices.

S

SEA (Search Engine Advertising)

Paid keyword sponsoring system to appear at the top of search engine queries.

SEM (Search Engine Marketing)

The SEM brings together the two forms of presence on search engines that are Natural Referencing (SEO) and Advertising Links (SEA). It is therefore a traffic acquisition channel for a site or an application on search engines.

SEO (Search Engine Optimization)

Set of techniques related to the contents of a website, aiming to naturally and free consolidate its organic SEO to appear at the top of search engine results.

Semantic audit

Determining keywords and content to be displayed on a company’s website to target its activity in order to increase its visibility on search engines.

Server

A machine connected to a network that hosts data and files for hosting a website so that it can be accessed on the internet.

SMA (Social Media Advertising)

Paid advertising campaigns on social networks that involve sponsoring publications to a specific audience.

SMO (Social Media Optimization)

Sharing and highlighting content on social networks in order to optimize the presence of a brand on the internet. This method is free and consists of the regular posting of qualitative content.

Subscription rate

All people who have registered for a newsletter compared to the total number of people who have received the invitation.

System administration

This is the company’s IT ecosystem. This system includes all servers and their installation, configuration, updates, backups and supports.

T

TAG

Tracking code or code snippet provided that is integrated within the source code on a web page or on all pages of a site. The Tag can have a function for displaying external elements or tracking.

Technical audit

Detailed analysis of the technical and structural elements of a website in order to optimize its performance and its positioning on search engines.

TMS

Tag Management System or Tag Management Solution, helps to manage a large number of tags. This solution optimizes the impact of tagging on the website and automates their integration.

Tracking

Tracking is the practice of «following» the user’s journey on the internet. It allows the identification of the interests and attitudes of the public towards a site, a set of sites or an advertising campaign.

Tutorial

Learning guide designed to help you understand how a software or work method works.

U

UI (User Interface)

The user interface corresponds to the functional design of a website. The UI is therefore the graphical environment of a site or application and a determining factor of the user experience (UX).

UTM (Urchin Tracking Module)

URL tracking system used to identify and track traffic from online marketing campaigns. UTM settings consist of three main parameters (Source/ Media/ Campaign) and can be designed using a URL generator or through tools connected to Google Analytics.

UX (User Experience)

The user experience is the complete process that facilitates the navigation of Internet users on a website. It is the setting up of the architecture of information, design and content so that the user achieves his goal as simply as possible.

V

Visual Identity

Set of graphical elements relating to a brand. These elements are consistent and make it possible to identify the brand. The visual identity is part of the brand identity.

W

Web Mastering

All the tasks and skills required to operate a website: management, monitoring and updates.

WordPress

Computer program (CMS) used to create, manage and update a website. It is a free and open source software.

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