Marketing knowledge from A to Z

Comparing two variants to determine which performs better. This makes decisions data-driven rather than based on gut feeling.

The assignment of results to the channels and touchpoints involved. It shows which channel contributes how much.

A link from another website to your page. High-quality backlinks are considered a trust signal for search engines.

Designing digital offerings so that everyone can use them. Since the BFSG (Germany's Accessibility Strengthening Act) took effect, it is mandatory for many offerings and also improves UX and SEO.

The Barrierefreiheitsstärkungsgesetz (Accessibility Strengthening Act), which mandates digital accessibility for many offerings in Germany. It transposes European requirements into German law.

The awareness of a brand among its target audience. It is the foundation for people thinking of you when a need arises.

A standard from Germany's Federal Office for Information Security (BSI). It provides a structured approach to greater IT security.

An idealized description of your target customer. It helps you choose the right messages and channels precisely.

A clear prompt to act, such as "Request now". A clear CTA is essential for conversion.

A Google mechanism that ties measurement to user consent. Without consent, only anonymous, modeled signals are collected.

Building visibility and trust through helpful content. It works over the long term and pays off strongly for SEO and GEO.

A desired action such as an inquiry, purchase, or application. Conversions are the actual goal of most campaigns.

The share of visitors who complete a desired action. A higher rate means more results from the same traffic.

A small file that stores information in the browser. Marketing cookies may only be set after consent has been given.

Google's metrics for loading speed, interactivity, and layout stability. They factor into ranking as part of overall page experience.

Cost per Acquisition – the cost per conversion or desired action. One of the most important metrics for profitability.

Cost per Click – the cost per click on an ad. A key metric in paid advertising that shows how expensive website traffic is.

Cost per Lead – the cost per contact acquired. It shows how efficiently a campaign generates qualified inquiries.

Cost per Mille – the cost per thousand impressions. Especially relevant for reach and brand campaigns.

A system for managing contacts and customer relationships. It is the backbone of sales and pipeline management.

Conversion Rate Optimization – the systematic improvement of the conversion rate. It gets more results from existing traffic.

The cost of acquiring a new customer. Compared against lifetime value, it shows the profitability of growth.

The entire path a customer takes up to conversion and beyond. It shows every touchpoint with your brand.

The total value a customer generates over the course of the relationship. It shows how much acquiring a new customer is allowed to cost.

A visual overview of the most important metrics. A good dashboard answers questions instead of raising new ones.

DSGVO is the German name for the GDPR, the European legal framework for handling personal data. Among other things, it requires a legal basis for every processing activity.

The active consent of users before cookies are set or advertising is sent. It is a prerequisite for many marketing activities.

Building and maintaining an attractive employer brand. It helps determine whether strong candidates choose to work for you.

The share of interactions relative to reach. It shows how strongly content engages the audience.

Employer Value Proposition – the employer's promise to employees. It sums up why someone would want to work for you.

Data you collect yourself, with consent. It is becoming increasingly valuable as third-party cookies disappear.

The model of the customer journey from awareness to conversion. It helps plan marketing along the different decision stages.

Google Analytics 4 – Google's current, event-based analytics tool. It measures user interactions across websites and apps.

Generative Engine Optimization – visibility in AI answers such as ChatGPT or Google AI. It complements classic SEO.

A tool for centrally managing tracking tags. It allows tracking changes without touching the source code.

Impressions – the number of times content is displayed. Unlike reach, it also counts repeated views by the same person.

The inclusion of a page in a search engine's index. Only indexed pages can appear in search results.

A search term you want to be found for. Choosing the right keywords is the foundation of every SEO and SEA strategy.

The targeted use of artificial intelligence in marketing. It helps with content, analysis, and automation – but does not replace strategy.

Key Performance Indicator – a central metric of success. Good KPIs contribute directly to business goals.

A landing page focused on a single action. The more focused it is, the better it converts.

A qualified prospect with contact details on file. Leads are the stage before becoming a customer.

An attractive offer such as a checklist or webinar in exchange for contact details. It lowers the barrier to getting in touch.

The systematic development of leads until they are ready to buy. Usually done through automated content and email sequences.

A longer, more specific search term with lower volume but higher purchase intent. Long-tail keywords are often easier to rank for.

A target audience that resembles your best customers. Platforms build it from shared traits of existing contacts.

The automation of recurring marketing processes. It saves time and ensures consistent, personalized communication.

Marketing technology – the interplay of your marketing tools. A good MarTech stack connects channels, data, and processes.

The short descriptive text for a page shown in search results. It influences the click-through rate but is not a direct ranking factor.

Marketing-Qualified Lead and Sales-Qualified Lead – two stages of lead maturity. The MQL is qualified by marketing, while the SQL is ready for sales.

An EU directive to strengthen cybersecurity. It obliges many companies to implement stronger safeguards and reporting requirements.

Data-driven marketing with measurable, directly controllable results. Budgets flow to where they deliver the greatest contribution.

An overview of open sales opportunities by stage. It shows where deals stand and where they get stuck.

A snippet of code used to track actions on a website. It connects advertising platforms with user behavior – only with consent.

The automated buying and selling of ad space in real time. It enables precise targeting at scale.

The input or instruction given to an AI system. A precise prompt largely determines the quality of the result.

Reach – the number of people who see a piece of content. It is a foundation for awareness but says little about impact on its own.

Re-engaging users who have already had contact with you. It brings back prospects who did not convert right away.

Return on Ad Spend – revenue generated per euro invested in advertising. A ROAS of 4 means four euros of revenue per euro of ad budget.

Return on Investment – the ratio of profit to investment. It measures whether an initiative pays off overall.

The sales funnel from first contact to close. It helps measure and improve conversion rates at each stage.

Search engine advertising, such as through Google Ads. It captures active demand immediately, while SEO works over the long term.

Search Engine Optimization – measures for better organic visibility. It covers technical setup, content, and trust signals.

Search Engine Results Page – the page showing search results. Its layout determines which results get clicked.

Data collection through your own server instead of the browser. The setup is more resistant to ad blockers and more data-efficient.

Recruiting employees through social media. It also reaches passive candidates who are not actively job hunting.

A single point of contact between customer and brand. Many consistent touchpoints increase trust and the likelihood of conversion.

A German law regulating access to end devices and cookies. It complements the GDPR in the digital space.

User Generated Content – authentic content created by users. It feels more credible than traditional advertising and often performs better.

Tags appended to links to accurately track campaigns. They reveal exactly where a visitor came from.

The Web Content Accessibility Guidelines – the international standard for accessible websites. They define criteria for perceivability, operability, and understandability.