The Ultimate Glossary for Marketing Analysis


The field of digital marketing is fast-paced and constantly evolving alongside the technologies it exists within. However, some of the traditional marketing methodologies still hold steady and will continue to be standard for years to come. If you’d like an inside look at the tools and techniques digital marketing experts use when analyzing data, you can start by first learning the language and jargon used.

20 Marketing Analysis Terms to Know

Considering the amount of time most internet users spend scrolling or clicking, curiosity for the science behind your search is smart. Luckily, you do not need a background in marketing to understand the fundamentals of the digital industry. The following 20 marketing analysis phrases are some of the most widely used by digital marketers around the world and are a great place to start learning about digital marketing.

A/B Testing: This testing requires two different versions of a particular element, such as a caption or image. All other elements of a post should stay constant so a marketer can determine which variation is most effective.

Ad tracking: The monitoring of ads related to a brand’s overall performance can help a marketer determine the effectiveness of a particular strategy. Ad tracking is used to evaluate the quality and success of an advertisement.

Bounce Rate: This is the number of people that end up on a web page and then leave without navigating to any other part of the site. Also known as single-page visitors, this metric can help marketers analyze and optimize their landing pages.

Call to Action (CTA): This is either a written, verbal, or visual prompt to a viewer, listener, or watcher that suggests a specific action. This action is developed by marketers to move their audience members along the buyer’s journey.

Case Study: A comprehensive analysis of work completed for a client, a case study covers the plan, goal, process, and services required to achieve the intended results for a campaign. 

Contacts: These are individuals that have filled out a lead form via a website. Contacts can also be referred to as leads or customers depending on their stage in the buyer journey. 

Conversion Rate: This rate is calculated by the number of people that filled out a form or completed another action on a website divided by the number of people that visited the website in total. 

Cookies: These are small pieces of data stored in every internet user’s browser that can be used to track the number of visits a website receives.

Customer Relationship Management (CRM): This system is used by companies to manage the interactions customers have with their brand. The technology in a CRM allows marketers to organize, integrate, and automate multiple channels of contact, such as email and phone, into one database. 

Direct Traffic: This term is used to describe the type or grouping of visitors that enter a site by typing a URL directly into a search engine. 

Engagement Rate: This rate exemplifies the amount of time one user stays on a website and the number of total pages visited by that user. An engagement rate is determined by comparing these two numbers. 

Funnel: This is a journey curated by a marketer that begins when an audience member takes the first step to becoming a customer or client. By responding to a CTA, a viewer has entered a marketing funnel and will likely be targeted with ads and receive information if they fill out a contact form.

Hit: Another name for user interactions, some examples of hits include web page views, transactions, or social interactions. 

Inbound Marketing: This type of marketing has marketers focusing on developing content that has the power to attract particular audiences to enter a website. The goal is to earn the trust of a viewer, provide value, and then direct them to a specific site. 

Key Performance Indicators (KPIs): These indicators are used to quantify performance. Marketers use KPIs to ensure all projects and campaigns are on track and in-line with strategic goals. 

Outbound Marketing: This marketing method aims to inform an audience of an idea very directly. Examples of outbound marketing include distributing a message via television commercials, cold calling via phones, conferences, etc.

Organic Search: When a visitor enters a website from a search engine, this is called an organic search. Examples of popular search engines that provide organic search numbers include Google, Bing, and Yahoo. 

Paid Search: When a visitor enters a website from a paid search ad, this is called a paid search. Paid search visitors can justify additional spending on paid advertising.

Search Engine Optimization (SEO): To influence a webpage’s placement in a search engine result page, marketers can use SEO techniques such as incorporating relevant keywords. SEO is a popular method of webpage enhancement and is crucial when adding content to a site.

Tracking URL: This type of URL has a unique token or UTM parameter at the end of it. A tracking URL can help marketers when they need to track where visitors are coming from and what actions they are taking.

How To Study Marketing Analysis

If you’re interested in discovering what it takes to become a digital marketer, discover the Digital Marketing Professional Bootcamp at the University of Miami. With a global team of digital marketers designing and updating our accelerated learning experience, individuals that enroll can be ready to enter the digital workforce in as little as a year.

To learn more, reach out to one of our admissions advisors at (305) 425-1151.


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