Glossary
CRM terms, plainly
The words that come up in CRM and lifecycle work, defined without jargon. Each term links to the articles where we put it to use.
A
B
C
- Churn rate attrition, lapse rate
- Cohort analysis cohorts, cohort retention
- Composable CDP warehouse-native CDP, headless CDP
- Consent Mode Google Consent Mode, consent signals
- Customer data platform CDP, customer data hub
- Customer journey journey map, journey orchestration
- Customer lifetime value CLV, LTV, lifetime value
D
- Data contract schema contract, producer contract
- Data subject access request DSAR, subject access request
- Data warehouse warehouse, analytical database
- dbt data build tool, SQL transformation layer
- Dedicated IP dedicated sending IP, shared IP
- Deliverability inbox placement, delivery rate
- DKIM DomainKeys Identified Mail, DKIM signing
- DMARC DMARC policy, domain alignment, p=reject
- Double opt-in confirmed opt-in, DOI
- Dynamic content personalisation blocks, conditional content
E
F
G
H
I
L
M
N
O
P
R
S
- Seed list seed testing, inbox placement test
- Segment audience, segment definition
- Send-time optimisation STO, best time to send
- Sender reputation domain reputation, IP reputation
- Server-side tagging server-side GTM, server container
- Single customer view SCV, golden record, unified profile
- SMS marketing text marketing, short message marketing
- Spam complaint rate complaint rate, spam rate, this-is-spam rate
- SPF Sender Policy Framework, SPF record
- Statistical significance p-value, confidence level
- Sunset policy sunsetting, lapsed-contact suppression