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Marketing & BI Glossary

This section is to help you better understand some marketing and BI terminologies and concepts.

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  • Acquisition campaign
    Campaign targeting customers/donors who have just been acquired
  • Campaign
    A series of coordinated activities designed to achieve a certain goal (social, political, or commercial). Ex. a fund-raising campaign, an advertising campaign for a new product; a candidate's political campaign...
  • Campaign description
    The content of a campaign includes all its components:
    - Look and feel
    - Technical characteristics
    - The hook
    - The message...
  • Data mining
    is the process of extracting patterns from large data sets by combining methods from statistics and artificial intelligence with database management. Data mining is seen as an increasingly important tool by modern business to transform data into business intelligence giving an informational advantage (Wikipedia)
  • Demographic Data
    Demographics or demographic data are the characteristics of a human population. These types of data are used widely in marketing. Commonly used demographics include gender, race, age, income, disabilities, mobility (in terms of travel time to work or number of vehicles available), educational attainment, home ownership, employment status, and even location. Demographic trends describe the changes in demographics in a population over time (for example, the average age of a population may increase or decrease over time). Both distributions and trends of values within a demographic variable are of interest. (Wikipedia)
  • Demographic profiles
    Marketers typically combine several variables to define a demographic profile. A demographic profile (often shortened to "a demographic") provides enough information about the typical member of this group to create a mental picture of this hypothetical aggregate. For example, a marketer might speak of the single, female, middle-class, age 18 to 24, college educated demographic.
    Marketing researchers typically have two objectives in this regard: first to determine what segments or subgroups exist in the overall population; and secondly to create a clear and complete picture of the characteristics of a typical member of each of these segments. Once these profiles are constructed, they can be used to develop a marketing strategy and marketing plan. The five types of demographics in marketing are age, gender, income level, race and ethnicity. (Wikipedia)
  • Dynamic data or transactional data
    Information that is asynchronously changed as further updates to the information become available.
  • Existing donors
    Inhouse customer/donor list i.e. Your own database of customers/donors
  • Fundraising campaign
    A campaign targeting existing donors
  • Hit rate
    Donation given compared to total of unit mailed
  • Lapsed customer, Customer attrition, customer turnover, customer defection
    is a business term used to describe loss of clients or customers
  • Media
    Communication channels through which news, entertainment, education, data, or promotional messages are disseminated. Media includes every broadcasting and narrowcasting medium such as newspapers, magazines, TV, radio, billboards, direct mail, telephone, fax, and internet.
  • Mailing
    Number of communication pieces mailed for direct mailing campaigns.
  • Offer
    The enticement offered to customers/donors to get them initiate a relationship with your organisation.
  • Operational database & Customer Database
    These databases store detailed data about the operations of an organization. They are typically organized by subject matter, process relatively high volumes of updates using transactions. Customer database records contact, credit, transactions, demographic information...about a customer.
  • Place
    The provinces and territories targeted and selected for a campaign
  • Predictive modelling
    Predictive modelling is the process by which a model is created or developed to predict an outcome. For example given one or many dimensions (What, Who, When, How, why and Where) estimate the ROI ( Return On Investment) of a marketing initiative.
  • Revenue
    Also called sales is the amount generated from sale of goods or services, or any other use of capital or assets, associated with the main operations of firm before any costs or expenses are deducted.
  • ROI (Return On Investment)
    Measured as the ratio of the net income to the capital employed to obtain a revenue . it can be expressed as a percentage or a ratio, it is a measure of the profitability which indicates whether or not a firm is using its resources in an efficient manner.
  • Segmentation
    Customer segmentation is the practice of dividing a customer base into clearly identifiable groups of individuals that are similar in specific ways, such as age, gender, interests, needs, demand characteristics, spending habits, and so on.
  • Static Data
    Information which is stable or changes a little over time.
  • Target
    The population segments or individuals you want to reach with your campaign.
  • What-if scenarios
    A quantitative model that estimates the outcome of an event based on a number of parameters that user can modify.

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