Glossary

AI (artificial intelligence) is a branch of science and technology that develops computer systems and algorithms capable of self-learning and data-driven decision-making. AI strives to model and emulate human thinking that can analyse information, recognise ...

Alpha name is a unique combination of characters used as a sender identifier in mass communication campaigns. In simpler terms, it is the sender’s signature. As a rule, Alpha Name corresponds to the name of ...

API (Application Programming Interface) is a set of specifications and rules that define how different programs and components can interact with each other. It is a powerful tool that allows developers to create integration between ...

Arbitrage is a technique whereby a marketer or entrepreneur strives to capitalise on differences in prices or conditions between two or more market participants or distribution channels. Arbitrage is based on finding and exploiting market ...

Arbitrage traffic is a term referring to the practice of generating and monetising internet traffic using arbitrage strategies. It is the process of attracting visitors to a web resource or site in order to profit ...

Audience segmentation is the process of dividing the market into groups of consumers with similar characteristics and needs. Business analysts use this approach to better direct their marketing efforts. They analyse data and research the ...

Automated sending is a marketing tool that allows you to stay in touch with your customers and potential clients without additional efforts. The system sends previously prepared messages to subscribers at a certain time or ...

Big Data is the huge amounts of information from different sources that are collected and used to make decisions. In order to harness the potential of Big Data, specialised technologies and tools are required. Machine ...

A case is a detailed description of a specific situation or project. It mainly serves as an example of successful implementation of marketing strategies and achievement of goals. However, cases can also reveal negative experiences. ...

A chatbot script (chatbot scenario) is a pre-designed action plan defining the sequence of interactions between a chatbot and a user. It defines the structure and content of messages that a chatbot will send and ...

CJM (Customer Journey Map) is a customer journey that starts far beyond the website, shop or company. It may not end with a purchase, but with an after-sales service or, for example, with feedback and ...

CMS (Content Management System) is a specialised content management system that helps to efficiently create, edit and manage the content of a website or internet portal. CMS provides marketers and web developers with convenient tools ...

CRM (Customer Relationship Management) is a system that helps companies unify, automate and manage all communication channels with their customers and employees. With CRM systems, companies collect, analyze and store user data, including contact information, ...

Direct marketing is a strategy for companies to communicate directly with potential customers in order to establish personalized communication and encourage them to purchase a product or service. It utilizes various communication channels such as ...

Flash Call is one of the methods of two-factor authentication and authorisation on a website or mobile application. It is considered highly secure, so it is widely used in the banking industry. It has several ...

HLR (Home Location Register) is a database that is used in a mobile network to store information about connected subscribers. HLR contains information about the subscriber’s mobile operator, location and availability. For bulk SMS messages, ...

Integration is the process of bringing different systems, applications or components together so that they can work together to provide more efficient and collaborative operations. In marketing, integration often refers to the combination of different ...

A lead in marketing is a person who has provided personal contact details, for example through filling in a form on a website, subscribing to a mailing list or downloading informational material. The person has ...

Link Shortener is a programme that transforms a long and confusing URL into a compact and convenient link that will be easy to share. It’s a must-have for sharing links on social media, SMS or ...

LTV (Lifetime Value) is the lifetime value of a customer. It is a metric in marketing that measures the expected profit that a company can get from a client for the entire time they are ...

Mobile marketing is a type of direct marketing, which consists in promoting goods and services among mobile subscribers. Various methods are used to capture the attention and make the target audience perform the required action: ...

Native advertising is an ad format that integrates naturally into the context of the platform or resource where it is placed. Native advertising offers audiences an organic and natural interaction with your brand. It doesn’t ...

The term “official Viber” refers to Official Viber Messaging (‘white’ method of sending messages via the popular Viber mobile app). For official Viber sending through the official channel, you need to register an alpha name ...

Promotional campaigns are a type of mass communication. The purpose of it is to induce a purchase, popularise a brand, etc. through various communication channels such as SMS, Viber, chatbots, email. They allow you to ...

RCS (Rich Communication Services) is a communication standard that combines the best features of Facebook Messenger, iMessage and WhatsApp and brings them together on one unique platform. RCS significantly extends the capabilities of regular SMS, ...

ROI (Return on Investment) is a key indicator that measures the return on investment. It helps to determine how successful the investment was and what percentage of profit it generated compared to the costs. The ...

ROMI (Return on Marketing Investment) is a specific indicator in marketing to measure the effectiveness of marketing investments. It defines the ratio between the profit obtained due to marketing actions and the costs of these ...

A sales funnel is a sequence of steps that a potential customer goes through to make a purchase. A properly built funnel helps to analyse and effectively manage the sales process from start to end.

Situational marketing is a strategy when companies actively respond to current events, trends and situations in order to effectively engage the target audience. It is based on understanding the context and quickly adapting marketing actions ...

SMS is an abbreviation for Short Message Service, one of the text messaging methods used by subscribers of mobile networks. SMS is also referred to as the actual short text message that arrives on the ...

SMS service is a special platform, a website that companies can use to send mass text messages to mobile subscribers. SMS can be sent both online, through a web interface, and via API.

Spam is unwanted messages or information sent out on a mass scale without the recipients’ consent. It may contain adverts, fraudulent offers, phishing links or other unwanted material. Spam is a problem for both users ...

A split test, known as an A/B test or A/B/C test, is a marketing research method that compares and evaluates the effectiveness of different variations of web page elements, advertising material or other marketing elements. ...

A target audience is a group of people who form the core of your customer base. They have certain characteristics, interests and needs that can be met by your product or service. Understanding your target ...

Targeted messaging is sending the most targeted messages to a segmented audience. It means that instead of sending identical messages in bulk, you divide your contact base into separate groups of people, according to their ...

Tone of Voice is a unique communication style that a brand uses to communicate with the target audience. It includes the choice of words, phrases, expressions, and overall tone and mood that reflect the brand’s ...

Trigger sending is a type of automated campaign. They are based on reactions to customer actions and behaviour. Trigger campaigns react to specific actions or events, such as opening an email, making a purchase, a ...

Bulk Viber sending via unofficial channel is a ‘grey’ method of sending messages via third-party modifications or unauthorised versions of Viber that don’t have official company support. Through unofficial channels you can send any number ...

User Flow is a sequence of steps and user interactions with an interface or product. It is a detailed visualisation of the path a user takes from the beginning to the end of a task ...