The language of the industry – clearly defined
AI agent, marketing automation, custom enterprise software – terms that come up often but are rarely explained precisely. Here you'll find clear definitions.
A
A/B Testing
A/B Testing is a method for optimizing marketing campaigns by testing two variants (A and B) against each other. In AI marketing, A/B tests are conducted automatically and continuously optimized through machine learning. The AI analyzes user behavior in real-time and dynamically adjusts content, subject lines, or call-to-actions to maximize conversion rates.
AI
Artificial Intelligence (AI) refers to computer systems that perform human-like cognitive functions such as learning, problem-solving, and decision-making. In marketing, AI automates repetitive tasks and personalizes customer experiences.
AI Agent
An AI Agent is an autonomous software system that uses AI models to independently plan and execute tasks. In a marketing context, AI Agents can create content, qualify leads, or optimize campaigns.
AI Ethics
AI Ethics refers to the ethical principles and guidelines for the responsible use of artificial intelligence. In marketing, this includes transparency towards customers, prevention of discrimination through algorithms, data protection, and ensuring human control over automated decisions. The EU AI Act defines legal frameworks for ethical AI usage.
AI Hallucination
AI Hallucination refers to the phenomenon where AI models present false or fabricated information as facts. Large Language Models can generate convincing but factually incorrect statements. In marketing, this requires human verification of AI-generated content, especially for factual claims, quotes, and statistical data.
AI-Generated Content
AI-Generated Content (AIGC) encompasses all content created by artificial intelligence - text, images, videos, audio, and code. In marketing, AIGC significantly accelerates content production but requires human curation for quality, brand compliance, and factual accuracy. The obligation to label AIGC is increasingly defined by regulations such as the EU AI Act.
Above the Fold
Above the Fold refers to the visible area of a website without scrolling. In digital marketing, this area is crucial for first impressions and conversion rates. AI-powered heatmap analyses optimize the placement of CTAs and important content in the above-the-fold area based on user behavior, thus maximizing visitor attention.
Account-Based Marketing
Account-Based Marketing (ABM) is a B2B strategy that focuses marketing and sales resources on a defined group of target companies. AI-powered ABM platforms identify ideal customer profiles, personalize content for each account, and orchestrate multi-channel campaigns. Machine learning prioritizes accounts based on purchase probability and optimizes engagement strategies.
Ad Creative
Ad Creative refers to the visual and textual elements of an advertisement. Generative AI revolutionizes ad creative production through automated creation of images, videos, and text variants. AI tools generate hundreds of variations, test them automatically, and optimize creatives based on performance data for maximum click-through rates.
Agentic AI
Agentic AI refers to AI systems that can act, plan, and pursue goals autonomously. Unlike reactive AI tools, Agentic AI systems make independent decisions, use external tools, and execute multi-step tasks without human intervention. In marketing, they automate complex workflows from research to campaign execution.
Algorithm
An algorithm is a defined sequence of instructions for solving a problem or performing a calculation. In AI marketing, algorithms control recommendation systems, personalization, price optimization, and audience targeting. Machine learning algorithms can learn from data and continuously improve their decisions.
Anthropic Claude
Claude is a family of Large Language Models developed by Anthropic with a focus on safety, helpfulness, and honesty. Claude stands out through longer context windows, nuanced reasoning, and Constitutional AI. In marketing applications, Claude is particularly suited for complex analyses, content creation, research, and customer service automation.
Attention Economy
The attention economy describes the competition for consumers' limited attention. In a world of information overload, attention becomes a scarce resource. AI helps marketers deliver relevant content at optimal times and maximize attention spans through personalized, snackable content formats.
Attribution Modeling
Attribution Modeling is a method for assigning conversion values to various marketing touchpoints along the customer journey. AI-powered attribution models analyze complex relationships between channels and determine the actual contribution of each touchpoint to sales success. This enables optimal budget allocation across all marketing channels.
Audience Segmentation
Audience Segmentation refers to the division of a target group into homogeneous subgroups based on common characteristics such as demographics, behavior, or interests. AI-powered segmentation uses machine learning to identify patterns in large datasets and create dynamic micro-segments that adapt in real-time.
Automated Bidding
Automated Bidding is an AI-driven strategy for advertising campaigns where algorithms optimize bids for ad placements in real-time. The AI considers factors such as user behavior, time of day, device, and conversion probability to determine the optimal bid for each individual auction and maximize ROI.
B
Behavioral Targeting
Behavioral Targeting is a marketing strategy that analyzes users' online behavior to deliver relevant advertising. AI systems capture page views, clicks, purchase history, and engagement patterns to make precise predictions about interests and purchase intent. GDPR-compliant implementations require transparent consent.
Big Data
Big Data refers to extremely large and complex data sets that cannot be processed using traditional methods. In marketing, Big Data includes customer data, transaction histories, social media interactions, and website analytics. AI and machine learning enable the analysis of these data volumes to gain valuable insights for marketing decisions.
Brand Awareness
Brand Awareness refers to how well a target audience recognizes a brand. It is divided into aided and unaided awareness. AI-powered tools measure brand awareness through social listening, surveys, and search volume analysis. High brand awareness correlates with purchase preference and price tolerance.
Brand Equity
Brand Equity refers to the commercial value of a brand beyond its functional product benefits. It consists of brand awareness, perceived quality, brand associations, and customer loyalty. AI tools measure brand equity through sentiment analysis, social listening, and real-time brand tracking studies.
Brand Guidelines
Brand Guidelines are a set of rules for the consistent use of brand elements such as logo, colors, typography, and tone of voice. They ensure a unified brand presence across all channels. AI tools can automatically apply brand guidelines to content and detect deviations, helping to scale marketing activities.
Brand Monitoring
Brand Monitoring systematically tracks all mentions of a brand across the internet - from social media and news to forums and review sites. AI tools analyze mentions in real-time, detect sentiment trends, identify influencers, and alert to negative developments or PR crises. This enables quick responses to protect brand reputation.
Brand Positioning
Brand Positioning defines how a brand should be perceived in the minds of the target audience compared to competitors. A clear positioning differentiates the brand and creates preference. AI-supported market analyses identify positioning gaps and optimize messages based on customer feedback and competitive data.
Brand Safety
Brand Safety refers to measures that protect a brand from negative associations through inappropriate advertising environments. AI-powered brand safety tools analyze website content, images, and context in real-time to ensure ads only appear in brand-appropriate environments.
Brand Voice
Brand Voice describes a brand's unique personality and communication style. It encompasses tone, word choice, and language style across all channels. AI models can be trained on a specific brand voice to generate consistent content - from social media to customer service.
Business Intelligence
Business Intelligence (BI) encompasses technologies, strategies, and practices for analyzing business data to make informed decisions. In marketing, BI provides dashboards and reports on KPIs, campaign performance, and customer behavior. AI-enhanced BI systems offer automated insights and predictive analytics.
Buyer Persona
A buyer persona is a fictitious, data-based representation of the ideal customer. It includes demographic characteristics, behaviors, goals, and pain points. AI analyzes customer data to create precise personas and continuously refine them. Personas guide content strategy, product development, and campaign targeting.
C
CRM
Customer Relationship Management (CRM) refers to strategies and software for managing customer relationships. Modern CRM systems integrate AI for lead scoring, churn prediction, sentiment analysis, and automated recommendations. AI-powered CRM transforms customer data into actionable insights for sales and marketing.
Call-to-Action
A Call-to-Action (CTA) is a prompt that encourages users to take a desired action - such as making a purchase, signing up, or downloading. AI optimizes CTAs through automated testing of text, color, placement, and timing. Personalized CTAs based on user behavior significantly increase conversion rates.
Chain-of-Thought Prompting
Chain-of-Thought Prompting is a technique where AI models are instructed to think step by step. By breaking down complex tasks into sub-steps, LLMs significantly improve their reasoning capabilities. In a marketing context, this technique enhances analyses, strategy development, and complex content creation.
Chatbot
A chatbot is an AI-powered dialogue system that communicates automatically with users. Modern chatbots are based on Natural Language Processing (NLP) and Large Language Models to conduct natural conversations. In marketing, they handle customer service, lead qualification, product consultation, and support.
Churn Prediction
Churn prediction uses machine learning to identify customers who are likely to leave. The AI analyzes behavioral patterns, engagement metrics, and historical data to detect early warning signs. Marketing teams can then proactively initiate retention measures.
Claude Artifacts
Claude Artifacts are interactive outputs that the AI model Claude can generate - including code, visualizations, documents, and interactive elements. Marketing teams use Artifacts for rapid prototyping, data visualizations, landing page designs, and interactive presentations directly within the chat interface.
Click-Through Rate
The click-through rate (CTR) measures the ratio of clicks to impressions and is a key metric in digital marketing. AI systems optimize CTR through automated A/B testing, personalized content, and intelligent timing.
Collaborative Filtering
Collaborative Filtering is a recommendation method that identifies users with similar preferences and uses their behavior for predictions. The algorithm analyzes purchase histories, ratings, and interactions to recommend relevant products or content. Amazon and Netflix extensively use collaborative filtering to generate personalized recommendations.
Competitive Analysis
Competitive Analysis is the systematic examination of competitors regarding strategy, strengths, weaknesses, and market position. AI tools automate competitive analyses by monitoring websites, social media, prices, and customer reviews. Machine Learning identifies trends and opportunities faster than manual research.
Consent Management
Consent Management refers to systems and processes for obtaining, managing, and documenting user consents for data processing. GDPR-compliant Consent Management Platforms (CMPs) enable granular cookie settings, securely store consents, and allow revocation at any time. AI optimizes consent banners for maximum acceptance while maintaining full compliance.
Constitutional AI
Constitutional AI is an approach developed by Anthropic to align AI systems with human values. The model is trained to follow principles such as helpfulness, harmlessness, and honesty. For marketing, this means more reliable, ethical AI outputs in content creation and customer interaction.
Content Automation
Content Automation refers to the use of AI for automated creation, optimization, and distribution of marketing content. AI tools generate texts, personalize emails, create social media posts, and optimize content for SEO.
Content Calendar
A content calendar is a planning tool for organizing and scheduling marketing content across all channels. It coordinates topics, formats, responsibilities, and publication dates. AI-powered content calendar tools recommend optimal posting times, identify content gaps, and automate planning.
Content Marketing
Content Marketing is a strategic marketing discipline that attracts and retains a defined target audience through valuable, relevant content. AI revolutionizes Content Marketing through automated creation, SEO optimization, personalization, and performance analysis. Machine Learning identifies content gaps, predicts engagement, and optimizes distribution across all channels.
Content Moderation
Content moderation refers to the review and filtering of user-generated content on platforms. AI-powered moderation automatically detects problematic content such as hate speech, spam, fake news, or inappropriate images. Deep learning analyzes text, images, and videos in real-time to enforce community guidelines and ensure brand safety.
Content Repurposing
Content Repurposing refers to converting existing content into new formats for different channels. A blog article becomes a video, podcast, or social media series. AI tools automate repurposing through summaries, format conversions, and channel-specific adaptations - maximum output with minimal effort.
Context Window
The context window refers to the maximum amount of text that an LLM can process simultaneously - measured in tokens. Larger context windows enable the analysis of longer documents and more complex relationships. Relevant for marketing when processing reports, transcripts, or extensive briefings.
Contextual Targeting
Contextual targeting places ads based on website content rather than user data. AI analyzes texts, images, and videos in real-time to understand the thematic context and deliver relevant ads.
Conversational AI
Conversational AI refers to AI technologies that enable natural, human-like dialogues. It combines Natural Language Processing, Machine Learning, and speech synthesis for chatbots, voice assistants, and virtual agents.
Conversion Rate
The conversion rate represents the percentage of website visitors who complete a desired action (purchase, registration, download). AI-powered conversion rate optimization uses machine learning to analyze user behavior and increase conversions.
Conversion Rate Optimization
Conversion Rate Optimization (CRO) is the systematic process of increasing the percentage of website visitors who convert. AI-powered CRO analyzes user behavior, conducts automated tests, and personalizes content in real-time.
Cookie-less Advertising
Cookie-less Advertising refers to advertising strategies that work without third-party cookies. With third-party cookies being phased out, marketers are developing alternative methods such as contextual targeting and first-party data strategies.
Copywriting
Copywriting is the creation of advertising copy intended to motivate action. It includes headlines, slogans, product descriptions, emails, and ad copy. AI-powered copywriting tools generate text variations, optimize for conversions, and adapt the tone for different target audiences.
Corporate Identity
Corporate Identity (CI) encompasses all elements that shape a company's unified appearance - from visual design and communication to corporate culture. AI supports CI consistency through automated design checks, brand voice monitoring, and uniform content generation.
Cost Per Acquisition
Cost Per Acquisition (CPA) measures the costs associated with acquiring a new customer or achieving a conversion. This metric is crucial for evaluating marketing efficiency. AI-driven campaign optimization reduces CPA through intelligent bidding, precise targeting, and continuous performance analysis.
Creative Brief
A Creative Brief is a strategic document that defines objectives, target audience, message, and framework conditions for creative projects. It serves as a guide for designers, copywriters, and agencies. AI tools can generate Creative Briefs from market data and translate existing briefs into actionable tasks for AI content creation.
Customer Acquisition
Customer Acquisition encompasses all strategies and tactics for gaining new customers. It ranges from awareness campaigns and lead generation to closing sales. AI optimizes acquisition through predictive lead scoring, automated nurturing, and intelligent channel allocation for minimal costs with maximum quality.
Customer Data Platform
A Customer Data Platform (CDP) is a central system that collects and unifies customer data from all sources and makes it available for marketing activities. AI-powered CDPs create 360-degree customer profiles and enable personalized cross-channel communication.
Customer Experience
Customer Experience (CX) encompasses all perceptions and feelings a customer has during their entire interaction with a company. AI improves CX through personalized interactions, predictive service, intelligent chatbots, and seamless omnichannel experiences. Machine Learning analyzes feedback, identifies pain points, and optimizes each touchpoint for maximum customer satisfaction.
Customer Journey
The Customer Journey encompasses all touchpoints between a customer and a brand - from initial awareness through purchase and beyond. AI tools analyze Customer Journeys across all channels and optimize each step.
Customer Lifetime Value
Customer Lifetime Value (CLV) predicts the total revenue a customer generates throughout their relationship with the company. AI models calculate CLV based on purchasing behavior, engagement, and demographic data.
Customer Segmentation
Customer Segmentation divides the customer base into groups with similar characteristics, needs, or behaviors. AI-powered segmentation goes beyond static demographic criteria and creates dynamic micro-segments based on real-time behavior. Machine Learning discovers hidden patterns and continuously updates segments for more precise targeting.
Customer Service Automation
Customer Service Automation uses AI technologies to automate customer service processes. Chatbots answer common questions, ticket routing systems intelligently prioritize inquiries, and self-service portals resolve issues without human intervention. AI reduces wait times, lowers costs, and enables 24/7 support while maintaining consistent quality.
D
Dashboard
A dashboard is a visual representation of KPIs and metrics at a glance. Marketing dashboards aggregate data from various sources such as analytics, CRM, advertising, and social media. AI-enhanced dashboards provide automated insights, anomaly detection, and predictive recommendations instead of just historical data.
Data Analytics
Data Analytics involves the systematic analysis of data to gain insights for business decisions. In marketing, Data Analytics examines campaign performance, customer behavior, and market trends.
Data Privacy
Data Privacy refers to protecting personal data against unauthorized access and misuse. In marketing, data privacy requires transparent data collection, secure storage, and compliance with regulations such as GDPR and CCPA. AI helps with automated compliance monitoring, data anonymization, and privacy impact assessments.
Data-Driven Marketing
Data-driven marketing refers to marketing strategies based on data analysis rather than intuition. AI systems process customer data, market research, and performance metrics to optimize campaigns and maximize ROI.
Deep Learning
Deep Learning is a subset of Machine Learning that uses artificial neural networks with multiple layers. In marketing, Deep Learning enables advanced image and speech recognition, sentiment analysis, and product recommendations.
Demand Generation
Demand Generation encompasses all marketing activities aimed at creating demand for products or services. AI-powered Demand Generation automates lead nurturing and uses predictive analytics for optimal timing.
Demand-Side Platform
A Demand-Side Platform (DSP) is a software platform for automated purchasing of digital advertising. DSPs enable advertisers to buy inventory across multiple ad exchanges in real-time. AI algorithms automatically optimize bids, targeting, and creative selection for maximum campaign performance and ROI.
Digital Asset Management
Digital Asset Management (DAM) refers to systems for storing, organizing, and distributing digital content such as images, videos, and documents. AI-enhanced DAM systems automatically tag assets, recognize content, check brand compliance, and recommend suitable assets for campaigns.
Dynamic Content
Dynamic Content refers to website or email content that automatically adapts based on user characteristics. AI systems analyze behavior, location, and preferences to deliver personalized content in real-time.
Dynamic Creative Optimization
Dynamic Creative Optimization (DCO) uses AI to adapt advertising creatives in real-time for each individual user. Elements like images, headlines, and CTAs are automatically combined and personalized. DCO increases relevance and performance through thousands of variants without manual effort.
Dynamic Pricing
Dynamic Pricing uses algorithms for automatic price adjustment based on demand, competition, and customer behavior. AI systems analyze market data in real-time and optimize prices for maximum revenue.
E
EU AI Act
The EU regulation for the governance of Artificial Intelligence. It classifies AI systems according to risk levels and sets requirements for transparency, human oversight, and data protection.
Earned Media
Earned Media refers to free media coverage and organic reach generated through PR, word-of-mouth, or viral content. Unlike Paid Media, Earned Media is not purchased but earned. AI tools track Earned Media through social listening and automatically measure media value.
Email Automation
Email automation refers to the automated sending of emails based on triggers, schedules, or user behavior. AI-powered email automation optimizes sending times, personalizes content, and conducts automated A/B testing.
Embedding
Embeddings are numerical representations of texts, images, or other data in a high-dimensional vector space. They enable semantic search, similarity comparisons, and clustering. In marketing, embeddings are used for content recommendations, customer segmentation, and intelligent search functions.
Engagement Rate
The engagement rate measures the target audience's interaction with content (likes, comments, shares, clicks). AI tools analyze engagement patterns and recommend optimal posting times and content formats.
Evergreen Content
Evergreen content refers to timeless content that remains relevant long-term and continuously generates traffic. Unlike news or trending content, evergreen content maintains its value for years. AI identifies evergreen topics through search trend analysis and automatically updates existing content.
F
Few-Shot Learning
Few-Shot Learning refers to the ability of AI models to learn from a small number of examples. By providing 2-5 examples in the prompt, an LLM can understand format, style, or task requirements. In marketing, this enables quick adaptation to brand voice or specific content formats without extensive fine-tuning.
Fine-Tuning
Fine-tuning is the process of retraining a pre-trained AI model on specific data or tasks. A general LLM is trained on company data to learn brand voice, product knowledge, or industry specifics. Fine-tuning significantly improves the quality and consistency of AI-generated marketing content.
First-Party Data
First-party data is data that a company collects directly from its customers. With the phasing out of third-party cookies, first-party data strategies are becoming increasingly important for personalized marketing.
Flywheel
The Flywheel model replaces the traditional funnel with a cycle where satisfied customers drive growth. Energy from marketing, sales, and service reinforces each other. AI optimizes each Flywheel area through personalization, automation, and predictive analytics for sustainable growth.
Funnel
The marketing funnel visualizes the customer journey from awareness to purchase. AI optimizes each funnel stage through personalized content and automated lead nurturing sequences.
G
GDPR
GDPR (General Data Protection Regulation) is the data protection law of the European Union. This EU regulation protects personal data and provides citizens with rights such as information access, deletion, and data portability.
GDPR
The General Data Protection Regulation (GDPR) is an EU regulation for protecting personal data. It has been in effect since May 2018 and governs how companies may collect, process, and store data.
GPT
GPT (Generative Pre-trained Transformer) is a family of Large Language Models developed by OpenAI. GPT models are pre-trained on vast amounts of text and can understand and generate natural language. In marketing, GPT models are used for content creation, chatbots, analytics, and creative tasks.
Generative AI
Generative AI refers to AI systems capable of creating new content such as text, images, audio, or video. In marketing, Generative AI revolutionizes content creation and enables personalized communication at scale.
Geo-Targeting
Geo-targeting delivers location-based advertising and content to users based on their geographical position. It enables local campaigns, regional offers, and location-relevant personalization. AI optimizes geo-targeting by predicting location intent and automatically adjusting messages.
Go-to-Market Strategy
A Go-to-Market (GTM) Strategy defines how a product or service is brought to market. It includes target audience, positioning, channels, pricing, and launch plan. AI supports GTM strategies through market analysis, competitive insights, and forecasts for optimal launch timing.
Google Ads
Google Ads is Google's advertising platform for search ads, display advertising, and YouTube ads. AI-powered features like Smart Bidding use machine learning for campaign optimization.
Grounding
Grounding refers to the anchoring of AI outputs in factual sources and company data. It reduces hallucinations by enabling LLMs to access verified information. In marketing, grounding ensures that AI-generated content contains accurate product data, prices, and company facts.
Growth Hacking
Growth Hacking combines marketing, product development, and data analysis for rapid, cost-efficient growth. Growth hackers experiment with unconventional tactics and rigorously measure everything. AI accelerates Growth Hacking through automated experiments, data analysis, and identification of growth levers.
H
Heatmap
A heatmap visualizes user behavior on websites through color-coded displays of clicks, scroll depth, or mouse movements. It shows which areas receive attention and where users drop off. AI-powered heatmap tools automatically analyze patterns and recommend layout optimizations.
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Organic traffic refers to website visitors who arrive through unpaid search results. Unlike paid traffic, there are no direct costs per click. AI-powered SEO tools analyze rankings, identify optimization potential, and predict traffic development based on content changes.
Hyper-Personalization
Hyper-personalization goes beyond traditional personalization and uses AI to create highly individualized experiences in real-time. Machine learning analyzes behavioral, contextual, and transactional data for maximum relevance.
I
Ideal Customer Profile
The Ideal Customer Profile (ICP) describes the characteristics of companies that derive the most value from a product. In B2B marketing, the ICP defines industry, company size, technology stack, and decision-making structures. AI analyzes customer data to create and continuously refine ICPs based on data.
Image Generation
Image Generation refers to the AI-powered creation of images from text descriptions (text-to-image). Tools like DALL-E, Midjourney, or Stable Diffusion are revolutionizing visual content creation. In marketing, they enable rapid production of visuals for social media, ads, and concept visualizations.
Impressions
Impressions measure how often an ad or content was displayed - regardless of clicks or interactions. They are a fundamental metric for reach and awareness campaigns. AI-powered platforms optimize impression delivery for maximum visibility with the right target audience.
Inbound Marketing
Inbound Marketing is a strategy that attracts customers through valuable content rather than intrusive advertising. AI optimizes Inbound Marketing through SEO automation and personalized content recommendations.
Influencer Marketing
Influencer marketing leverages individuals with high reach and credibility on social media for brand communication. AI tools identify suitable influencers based on audience overlap, engagement rates, and brand fit. Machine learning analyzes fake followers, predicts campaign performance, and measures the actual ROI of influencer collaborations.
Intent Data
Intent Data are signals that indicate a potential customer's buying intent. AI systems aggregate and analyze intent signals to identify companies actively searching for solutions.
K
KPI
Key Performance Indicators (KPIs) are measurable metrics for evaluating goal achievement and success. In marketing, KPIs include metrics such as conversion rate, customer acquisition cost, and customer lifetime value.
Keyword Research
Keyword research is the systematic search and analysis of search terms used by potential customers. AI-powered keyword tools analyze search volume, competition, search intent, and semantic relationships. Machine learning identifies emerging trends, long-tail opportunities, and content gaps for optimized SEO and SEA strategies.
L
LLM
Large Language Model - an AI model trained on vast amounts of text that can understand and generate natural language. Examples include OpenAI's GPT-4 and Anthropic's Claude.
Landing Page
A landing page is a specially designed webpage that aims to guide visitors toward a specific action. AI-powered landing page optimization automatically tests variants and personalizes content.
LangChain
LangChain is a framework for developing applications with Large Language Models. It enables the chaining of LLM calls, integration of external data sources, and creation of complex AI workflows. Marketing teams use LangChain for customized chatbots, content pipelines, and automated analyses.
Large Language Model
Large Language Models (LLMs) like GPT-4 or Claude are AI models that can understand and generate natural language. In marketing, LLMs enable automated content creation and chatbots.
Lead Generation
Lead Generation refers to all measures taken to acquire potential customers. AI-powered lead generation uses predictive analytics to identify promising prospects and automate outreach campaigns.
Lead Nurturing
Lead Nurturing is the process of nurturing prospects through relevant content until they are ready to buy. AI-powered nurturing systems dynamically segment leads and personalize content sequences.
Lead Scoring
Lead Scoring evaluates potential customers based on their likelihood to purchase. AI-based Lead Scoring analyzes demographic data and behaviors to automatically assign scores.
Lifetime Value
Lifetime Value (LTV) is synonymous with Customer Lifetime Value - the projected total revenue from a customer over the business relationship. LTV is central to CAC ratio calculations and investment decisions. AI models calculate LTV more precisely through behavioral and transaction data analysis.
Local SEO
Local SEO optimizes online presence for local search queries and Google Maps. It includes Google Business Profile, local keywords, reviews, and NAP consistency (Name, Address, Phone). AI tools automate local listings, analyze competitors, and optimize for voice search with local intent.
Lookalike Audiences
Lookalike Audiences are target groups that resemble existing customers. AI algorithms analyze characteristics of the best customers and find users with similar attributes on advertising platforms.
M
MCP
The Model Context Protocol (MCP) is an open standard from Anthropic for connecting AI models with external data sources and tools. MCP enables LLMs to access company data, APIs, and systems. In marketing, MCP connects AI with CRM, analytics, and marketing automation platforms.
Machine Learning
Machine Learning (ML) is a subset of AI where algorithms learn and improve from data. In marketing, ML enables predictive models, automatic optimization, and personalization.
Marketing Analytics
Marketing Analytics encompasses the measurement, management, and analysis of marketing performance data. AI-enhanced analytics delivers automated insights, predictive models, and actionable recommendations.
Marketing Automation
Marketing Automation refers to software and strategies for automating recurring marketing tasks. AI-powered Marketing Automation learns from data and optimizes itself.
Marketing Funnel
The Marketing Funnel visualizes the phases from initial brand awareness to purchase: Awareness, Interest, Consideration, Intent, Evaluation, and Purchase. AI optimizes each funnel stage through personalized content, automated nurturing, and predictive analysis of conversion probabilities.
Marketing Mix
The marketing mix comprises the controllable variables for marketing strategy - traditionally the 4Ps: Product, Price, Place, Promotion. Extended to 7Ps including People, Process, Physical Evidence. AI-powered Marketing Mix Modeling analyzes the contribution of each element to business success.
Marketing Mix Modeling
Marketing Mix Modeling (MMM) analyzes the impact of various marketing activities on business results. AI-based MMM models process large amounts of data, consider external factors such as seasonality and competition, and provide precise ROI calculations for each channel. This enables optimal budget allocation.
Marketing Strategy
A Marketing Strategy defines the long-term plan for achieving marketing objectives. It includes target audience analysis, positioning, channels, messaging, and resource allocation. AI supports strategy development through market analyses, trend forecasting, and scenario modeling.
Media Buying
Media Buying is the purchase of advertising space across various channels - from TV and print to digital platforms. Programmatic Media Buying automates this process through AI-driven real-time auctions. Machine Learning optimizes placements, timing, and budget allocation.
Midjourney
Midjourney is an AI tool for generating images from text descriptions, known for its artistic, aesthetic style. It is controlled via Discord and enables high-quality visualizations. Marketing teams use Midjourney for concept images, social media content, and creative exploration.
Multi-Agent System
A Multi-Agent System consists of multiple AI agents working together to solve complex tasks. Each agent has specialized capabilities - such as research, writing, or analysis. In marketing, multi-agent systems orchestrate campaigns automatically from planning to execution.
Multi-Touch Attribution
Multi-Touch Attribution distributes the conversion value across all touchpoints of the customer journey. AI-based models analyze complex interaction patterns for data-driven budget allocation.
Multivariate Testing
Multivariate Testing tests multiple variables simultaneously to find the optimal combination. AI accelerates this process through automated test designs and statistical analyses.
N
Native Advertising
Native advertising seamlessly integrates advertising into a platform's editorial content. Unlike display ads, native advertising blends in with the format and style of its environment. AI optimizes native ads through automated adaptation to different publishers and personalized content recommendations.
Natural Language Generation
Natural Language Generation (NLG) is the AI capability to create human-like text. In marketing, NLG automatically generates product descriptions, email copy, and social media posts.
Natural Language Processing
Natural Language Processing (NLP) enables computers to understand and process human language. In marketing, NLP is used for sentiment analysis, chatbots, and voice search.
Net Promoter Score
The Net Promoter Score (NPS) measures customer loyalty through a simple question: How likely are you to recommend us? The 0-10 scale categorizes customers into promoters, passives, and detractors. AI automatically analyzes NPS feedback, identifies drivers, and predicts changes.
Neural Network
Neural networks are AI models inspired by the human brain. In marketing, they power image and speech recognition, recommendation systems, and predictive models.
n8n
An open source workflow automation platform that enables connecting various services and APIs. Blck Alpaca uses n8n as core infrastructure for AI agent workflows.
O
Omnichannel Marketing
Omnichannel Marketing provides a consistent customer experience across all channels. AI orchestrates personalized communication via email, social media, website, app, and store.
OpenAI
OpenAI is the company behind GPT models and ChatGPT. As a leading AI research company, OpenAI drives the development of Large Language Models. Marketing teams worldwide use OpenAI APIs for content generation, chatbots, data analysis, and automation.
Owned Media
Owned Media refers to channels that a company controls directly - website, blog, newsletter, social media profiles. Unlike Paid and Earned Media, there are no media costs involved. AI optimizes Owned Media through content personalization, automated publishing workflows, and performance analysis.
P
PPC
Pay-Per-Click (PPC) is an advertising model where advertisers only pay for actual clicks. AI-powered PPC optimization automates bid management and maximizes ROI.
PR
Public Relations (PR) encompasses strategic communication to maintain relationships between organizations and the public. PR utilizes media work, events, and thought leadership for reputation. AI supports PR through media monitoring, automated press releases, and sentiment tracking.
Paid Media
Paid Media includes all paid advertising measures - from Google Ads to social media advertising to sponsored content. Unlike Owned and Earned Media, you pay for reach. AI revolutionizes Paid Media through automated bidding, dynamic creatives, and predictive budget management.
Performance Marketing
Performance Marketing focuses on measurable results such as leads, sales, or app installations. Payment is based on performance (CPC, CPA, CPL). AI optimizes Performance Marketing through real-time bidding, automated budget allocation, and continuous creative optimization for maximum ROAS.
Personalization
Personalization adapts marketing content and experiences to individual users. AI enables personalization in real-time and at scale - from dynamic website content to individualized product recommendations.
Predictive Analytics
Predictive Analytics uses historical data and machine learning to predict future events. In marketing, it forecasts customer behavior, churn risks, and campaign performance.
Price Optimization
Price Optimization uses algorithms to determine optimal price points for maximum revenue or profit. AI systems analyze demand elasticity, competitor prices, customer behavior, and external factors. Machine learning dynamically adjusts prices and simulates various pricing scenarios for data-driven decisions.
Privacy by Design
Privacy by Design integrates data protection into the development of systems and processes from the very beginning. GDPR and EU AI Act require Privacy by Design as the standard for all data processing applications.
Process Automation
Process Automation refers to the automation of recurring business processes through technology. In marketing, it automates data collection, reporting, campaign deployment, and cross-system integrations. AI-enhanced process automation (Intelligent Process Automation) makes autonomous decisions and continuously optimizes workflows.
Programmatic Advertising
Programmatic Advertising is the automated buying and selling of advertising space in real time. AI algorithms make decisions about bids, targeting, and ad selection in milliseconds.
Prompt
A prompt is the input or instruction given to an AI model that defines the desired output. The quality of the prompt significantly determines the quality of the AI response. In marketing, effective prompts are crucial for content generation, analysis tasks, and creative exploration.
Prompt Engineering
The art of formulating effective instructions (prompts) for AI models to achieve desired results. Good prompt engineering is crucial for the quality of AI agent outputs.
R
RAG
Retrieval-Augmented Generation – a technique where an LLM is connected to external data sources to generate current and context-specific responses. Ideal for chatbots with company knowledge.
ROAS
Return on Ad Spend (ROAS) measures revenue generated per euro spent on advertising. AI-powered campaign optimization maximizes ROAS through automated bidding and audience targeting.
ROI
Return on Investment (ROI) measures the profitability of an investment as the ratio of profit to cost. AI-powered attribution enables precise ROI measurement and optimization.
Real-Time Bidding
Real-Time Bidding (RTB) is the real-time auction for advertising impressions that happens within milliseconds. AI systems evaluate each user and impression individually for optimal bidding.
Recommendation Engine
A recommendation engine uses AI to generate personalized product or content recommendations. Algorithms analyze user behavior and preferences for maximum engagement.
Remarketing
Remarketing (also known as retargeting) addresses users who have already interacted with a website or app. AI-powered remarketing systems segment users based on engagement level, personalize ads based on viewed products, and optimize frequency and timing for maximum conversion probability without ad fatigue.
Responsible AI
Responsible AI refers to the ethical, transparent, and fair use of artificial intelligence. In marketing, this includes avoiding bias, ensuring explainability, and protecting data privacy.
Retargeting
Retargeting shows ads to users who visited a website but did not convert. AI algorithms determine optimal ad frequency, creative variants, and bidding strategies for each user. Dynamic retargeting automatically displays products that a user has viewed, significantly increasing conversion rates.
Retention Marketing
Retention marketing focuses on customer loyalty and repeat purchases instead of new customer acquisition. AI-powered retention strategies utilize churn prediction and personalized offers.
Revenue Management
Revenue Management optimizes revenue through strategic pricing and capacity control. Originally from the airline industry, modern Revenue Management uses AI for demand forecasting, dynamic pricing adjustments, and offer optimization. Machine Learning maximizes yield per available unit across all sales channels.
S
SEO
Search Engine Optimization (SEO) optimizes websites for better search engine rankings. AI-powered SEO tools analyze search intent and identify keyword opportunities.
Sales Automation
Sales Automation automates sales processes such as lead qualification, follow-ups, pipeline management, and reporting. AI-powered Sales Automation prioritizes leads based on purchase probability, recommends optimal next steps, and generates personalized outreach messages. This increases productivity and enables focused work on promising opportunities.
Search Engine Marketing
Search Engine Marketing (SEM) encompasses paid advertising on search engines like Google or Bing. AI-powered SEM tools automate keyword research and bid optimization.
Search Intent
Search Intent describes the purpose behind a search query – informational, navigational, commercial, or transactional. Content must match the intent to rank well. AI tools analyze search intent through SERP analysis and NLP to optimize content strategies.
Semantic Search
Semantic Search understands the meaning and context of search queries instead of just matching keywords. Search engines use NLP to understand user intent and deliver relevant results. SEO needs to focus on topical depth and semantic relationships.
Sentiment Analysis
Sentiment analysis uses NLP to detect moods and opinions in texts. In marketing, it analyzes social media posts, reviews, and customer feedback for brand perception.
Social Listening
Social Listening monitors social media for brand mentions, industry trends, and competitor activities. AI tools analyze large volumes of social media data in real-time.
Social Media Marketing
Social Media Marketing uses platforms like Instagram, LinkedIn, or TikTok for brand building and customer acquisition. AI automates content creation and optimizes posting times.
Social Proof
Social Proof is a psychological principle where people use others' actions as guidance. In marketing, social proof includes customer reviews, testimonials, user statistics, and influencer recommendations. AI automatically analyzes and curates social proof, personalizes testimonials by target audience, and identifies the most effective evidence.
Storytelling
Storytelling uses narrative structures to convey brand messages in an emotional and memorable way. Stories create connection, identification, and memory. AI tools support storytelling through analysis of successful narratives, generation of story variations, and personalization of stories for different segments.
Supply-Side Platform
A Supply-Side Platform (SSP) is a software platform that helps publishers monetize their advertising inventory. SSPs connect publishers with ad exchanges and DSPs, optimize yield, and maximize revenue. AI algorithms control floor prices, inventory allocation, and bid request management for optimal monetization.
System Prompt
A system prompt defines the fundamental behavior and persona of an AI model before any user interaction. It establishes tone, role, limitations, and knowledge. In marketing, system prompts define the brand voice for chatbots and content assistants.
T
Target Audience
The target audience refers to the specific group of people that a product or message is intended to reach. It is defined by demographic, psychographic, and behavioral characteristics. AI analyzes data to identify and dynamically adjust precise target audiences.
Targeting
Targeting refers to the focused approach of addressing specific target groups with relevant advertising. AI-powered targeting uses demographic, behavioral, and contextual data for precise delivery.
Temperature
Temperature is a parameter in LLMs that controls the creativity of outputs. Low values (0.0-0.3) generate consistent, factual responses. High values (0.7-1.0) encourage creativity and variation. In marketing, the ideal temperature varies by task - low for facts, high for brainstorming.
Text Analytics
Text Analytics extracts structured information from unstructured text data. In marketing, Text Analytics analyzes customer feedback, reviews, support tickets, and social media posts. AI technologies like NLP and Machine Learning identify topics, sentiment, entities, and intentions for data-driven decisions.
Thought Leadership
Thought Leadership establishes individuals or brands as thought leaders and experts in their industry. It's based on original insights, opinions, and forward-thinking ideas. AI supports Thought Leadership through trend analysis, research assistance, and content distribution.
Token
Tokens are the basic units into which LLMs break down text - such as words, word parts, or characters. The token count determines costs and context window limits. A German word corresponds to approximately 1-2 tokens. Marketing teams need to consider token limits when performing longer analyses or generating content.
Top of Funnel
Top of Funnel (TOFU) refers to the uppermost stage of the marketing funnel - the awareness stage. This is where potential customers first become aware of a brand. TOFU content is informative and solution-oriented rather than promotional. AI personalizes TOFU content based on user interests and search behavior.
Touchpoint
A touchpoint is any point of contact between customer and brand. AI analyzes all touchpoints along the customer journey and evaluates their impact on conversions.
U
UGC
User-Generated Content (UGC) refers to content created by users instead of the brand – reviews, social media posts, videos. UGC is authentic and appears more trustworthy than branded content. AI tools curate UGC, identify brand-relevant content, and automate rights management.
Unique Selling Proposition
The Unique Selling Proposition (USP) is the unique value proposition that differentiates a product from its competitors. A clear USP answers why customers should choose this particular product. AI analyzes competitors and customer feedback to identify differentiating USPs.
User Experience
User Experience (UX) encompasses all aspects of user interaction with products or services. AI enhances UX through personalization, predictive search, and intelligent chatbots.
V
Value Proposition
The value proposition describes the value a product creates for customers - what problems it solves and what benefits it offers. A compelling value proposition is clear, specific, and customer-focused. AI analyzes customer feedback and competitors to find the most effective formulation.
Video Marketing
Video marketing uses video content to achieve marketing goals. AI transforms video marketing through automated video production, personalized video ads, intelligent thumbnail generation, and performance optimization. Machine learning analyzes viewer engagement, recommends optimal video lengths, and automates A/B testing of creatives.
Viral Marketing
Viral marketing aims at content that spreads exponentially through user sharing. Virality occurs through emotional resonance, surprise, or usefulness. AI analyzes success patterns of viral content and predicts viral potential based on content characteristics and timing.
Voice Search
Voice Search enables search queries via voice using assistants like Alexa, Siri, or Google Assistant. Marketing needs to optimize content for conversational queries.
W
Web Analytics
Web Analytics captures and analyzes website data such as visitors, page views, time spent, and conversions. AI-enhanced Web Analytics provides predictive insights, automatic anomaly detection, and personalized recommendations. Machine Learning identifies conversion patterns and automatically optimizes user journeys.
Webinar
Webinars are online seminars for presentations, training sessions, or product demos. They generate qualified leads and establish expertise. AI optimizes webinar marketing through personalized invitations, automated follow-ups, and analysis of engagement data for content optimization.
Workflow Automation
Workflow Automation automates business processes through defined sequences and triggers. In marketing, it automates lead management, campaign execution, and reporting.
Z
Zero-Party Data
Zero-party data is information that customers share proactively and voluntarily. With increasing data privacy requirements, zero-party data is becoming more important for personalized marketing.
Zero-Shot Learning
Zero-Shot Learning refers to the ability of AI models to solve tasks without prior examples. LLMs can understand new tasks solely through task descriptions in the prompt. In marketing, this enables flexible application of AI for diverse tasks without specific training.
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