DigiMarCon West

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Industry trends

Key trends shaping this market and its wider industry.

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Frequently asked

Glossary

1

Attribution

The practice of assigning credit for a conversion or sale to the marketing touchpoints that contributed to it; models range from last-click to multi-touch and incrementality testing.

2

CDP (Customer Data Platform)

A system that unifies customer data from multiple sources into persistent profiles for segmentation, activation and measurement.

3

CRM (Customer Relationship Management)

Software for managing customer and prospect records, sales pipelines and service interactions; marketing teams use it to align campaigns with revenue.

4

CAC (Customer Acquisition Cost)

Total sales and marketing spend divided by the number of new customers acquired in a period; used to judge channel efficiency.

5

ROAS (Return on Ad Spend)

Revenue generated per unit of advertising spend. It is a channel-level efficiency metric, not the same as profit.

6

MQL and SQL

Marketing-qualified lead and sales-qualified lead; MQLs meet marketing fit or engagement criteria, while SQLs are accepted by sales as ready for direct follow-up.

7

Programmatic advertising

Automated buying and selling of digital ad inventory through platforms and auctions, often using audience and contextual targeting.

8

First-party data

Data collected directly from a brand's own audience, such as website behaviour, email sign-ups or loyalty activity; it is central to privacy-compliant targeting.

9

Consent mode

A privacy feature that adjusts how analytics and advertising tags behave based on a user's consent choices, especially in Google's ecosystem.

10

GA4

Google Analytics 4, an event-based analytics platform used to measure website and app journeys across devices.

11

Marketing automation

Software that triggers emails, messages and journeys based on user behaviour, segments or lifecycle stage.

12

ABM (Account-Based Marketing)

A B2B strategy that treats target accounts as markets of one, aligning sales and marketing on personalised outreach and measurement.

13

CRO (Conversion Rate Optimisation)

A disciplined process of testing and improving landing pages, forms and user journeys to increase the percentage of visitors who convert.

14

SEO and SERP

Search engine optimisation is the practice of improving organic search visibility; the SERP is the search engine results page where rankings, snippets and ads appear.

15

Retail media

Advertising sold by retailers on their own websites, apps or in-store networks, using shopper data for targeting and measurement.

16

Incrementality

A causal measurement approach that estimates how much additional outcome a campaign caused, often through holdout groups or experiments.

17

Identity resolution

The process of linking identifiers across devices and systems to create a unified view of a customer while respecting privacy rules.

18

Generative AI in marketing

Use of large language and image models to assist with copy, creative concepts, personalisation and analysis; teams still need review, governance and disclosure.