Below you we find a glossary form A - I.

>AA

Above the fold:

A term originally applied to printed media which is used to indicate whether a Banner adverts or other content is displayed on a web page without the need to scroll.
This is likely to give higher Clickthrough, but note that the location of“the fold within the Web browsers is dependent on the screen resolution of a user personal computer.



Access provider:

A company providing services to enable a company or individual to access the Internet.
Access providers are divided into Internet Service Provider (ISP) and Online Service Providers (OSPs) .



ActiveX:

A programming language standard developed by Microsoft which permits complex and graphical customer applications
to be written and then accessed from a web browser. ActiveX components are standard controls which can be incorporated
into web sites and are then automatically downloaded for users. Examples are and animation or a calculator form for
calculating interest on a loan or a control for graphing stock prices. A competitor to Java.



Active Server Page:

A type of HTML (Hypertext Markup Language) page (denoted by a .asp file name) that includes (small programs) that are
processed on a before the web page is served to the users browser. ASP is a Microsoft technology that usually runs on
Microsoft Internet Information Server (usually on Windows NT). The main use of such programs is to process information
supplied by the user in an online form. A query may then be run to provide specific information to the customer such as
delivery status on an order, or a personalised web page.



Adverts:

Adverts on web sites are usually Banner adverts positioned as a mast head on the page.



Ad impression:

Similar in concept to a Page and ad impressions and reach, describes one viewing of an advert by a single member of its audience.
The same as Ad view, which is less commonly used.



Ad inventory:

The total number of ad impressions that a Web site can sell over time (usually specified per month).



Ad rotation:

When ads are changed on a web site for different user sessions.
This may be in response to Targetting (through banner advertisers) or simply displaying different adverts from those on a list.



Ad serving:

The term for displaying an advert on a Web server. Often the ad will be served from a different web server to the site on which
it is placed. For example, the Uniform (universal) resource locator (URL) for displaying the advert is http://ad.doubleclick.net.



Ad space:

The area of a web page that is set aside for Banner adverts.



Ad view:

Similar in concept to a Page and ad impressions and reach , describes one viewing of an advert by a single member of its audience.
The same as Ad impression , which is more commonly used.



Advertising networks:

Advertising networks are a collection of independent web sites of different companies and media networks which each have an arrangement with
a single advertising broker to place banner advertisements.



Affiliate networks:


A reciprocal arrangement between a company and third party sites where traffic is directed to the company from third-party
sites through Banner adverts and links and incentives. In return for linking to the Destination site the third-party
site will typically receive a proportion of any resulting sale.



Agents:

Software programmes that can assist humans to perform tasks such as finding particular information such as the best price for a product.



Analysis phase:

Analysis refers to the identification of the requirements of a Web site . Techniques to achieve this may include focus groups,
questionnaires sent to existing customers or interviews to key accounts.



Animated banner adverts (animated GIFs):

Early banner adverts only featured a single advert, but today they will typically involve several different images which are displayed
in sequence help to attract attention to the banner and build up a theme, often ending with a call to action and the injunction to click
on the banner. These are achieved through supplying the ad creative as an Animated banner adverts (animated GIFs) have different layers
or frames usually, a rectangle of 468 by 60 pixels. Animated banner adverts are an example of Rich media adverts.



Availability:

See Site availability.



Announcements:

See Site announcements.



Archie:

Archie is a database containing information on what documents and programmes are located on FTP servers. It would not be used
in a marketing context unless looking for a specific piece of software or document name.



Audit (internal):

A review of web site effectiveness.



Audit (external):

External audits consider the business and economic environment in which the company operates. These include the economic,
political, fiscal, legal, social, cultural and technological factors usually referred to by the SLEPT acronym.



Auditors:

See Site auditors.



Autoresponders “mail-bots

Software tools or “agents running on a Web server which automatically send a standard reply to the sender of an e-mail message.
This may provide information to a standard request sent to price_list@company_name.com or could simply state that the message or
order has been forwarded to the relevant person and will be answered within two days.


>BB


Bandwidth:

Bandwidth indicates the speed at which data is transferred using a particular network media. It is measured in bits-per-second (bps).

Kbps (One kilobit per second or 1,000 bps (a , a modem operates at up to 56.6 Kbps)

Mbps (One megabit per second or 1,000,000 bps, company networks operate at 10 or more Mbps)

Gbps (One gigabit per second or 1,000,000,000 bps, fibre-optic or satellite links operate at Gbps)



Banner advert:

A typically rectangular graphic displayed on a web page for purposes of brand-building or driving traffic to a site.
It is normally possible to perform a Clickthrough to access further information from another web site. Banners may be
static or animated (see Animated banner adverts (animated GIFs)



Behavioural traits of web users:

Web users can be broadly divided into directed and undirected information seekers.



Broadband technology:

A term referring to methods of delivering information across the Internet at a higher rate by increasing Bandwidth.


Brochureware:

A web site in which a company has migrated their existing paper-based promotional literature onto the Internet without
recognising the differences required by this medium.


>CC


Call Centres:

A location for inbound and outbound telemarketing.



Computer Telephone Integration:

The integration of telephony and computing to provide a platform for applications which streamline or enhance business processes.



Callback services:

A direct response facility available on the web site for a company to contact a customer by phone at a later time as specified by the customer.


Catalogues (directories):

Directories provide a structured listing of registered web sites in different categories.
They are similar to an electronic version of the Yellow Pages. Yahoo and Excite are the best known examples of directories.

The distinction between search engines and catalogues has become blurred since many sites now include both facilities as part
of a Portal service.



Certificate:

A certificate is a valid copy of a Public key of an individual or organisation together with identification information.
It is issued by Trusted third parties (TTP) or a Certificate authority (CA).



Certificate authority (CA):

An organisation issuing and managing Certificates or Public keys and Private keys to individuals or organisations together with
identification information. CAs make public keys available and also issue Private keys.



Channel conflicts:

A significant threat arising from the introduction of an Internet channel is that while Disintermediation gives the opportunity for a company
to sell direct and increase profitability on products it can also threaten existing distribution arrangements with existing partners.



Click-stream:

A record of the path a user takes through a web site. Click streams enable site designers to assess how their site is being used.



Click-tracking:

Java technology can be used to track movements of individual users to a site.



Clickthrough:

A clickthrough (ad click) occurs each time a user clicks on
Banner adverts with the mouse to direct them to a Web page with further information.



Clickthrough rate:

The clickthrough rate is expressed as a percentage of total ad impressions, and refers to the proportion of users viewing Banner adverts
a who click on it. It is calculated as the number of Clickthroughs divided by the number of ad impressions.



CGI (Common Gateway Interface):

A method of processing information on a web server in response to a customer’s request. Typically a user will fill in a web based form
and the results will be processed by a CGI script (application). Active Server Page s are an alternative to a CGI script.



Co-branding:

An arrangement between two or more companies where they agree to jointly display content and perform joint-promotion using
brand logos or a Banner advert . The aim is that the brands are strengthened if they are seen as complementary.
This is a reciprocal arrangement which can occur without payment.



Content:

Content is the design, text and graphical information which forms a Web page s. Good content is the key to attracting
customers to a web site and retaining their interest or achieving repeat visits.



Cost models for Internet advertising:

These apply to Banner adverts, and include per-exposure, per-response and per-action.



Cookies:

Cookies are small text files stored on an end-users computer to enable web sites to identify the user. They enable a company to
identify a previous visitor to a Web site , and build up a profile of their behaviour.



Convergence:

A trend in which different hardware devices such as TVs, computers and phones merge and have similar functions.



Customer orientation:

Providing content and services on a Web site consistent with the different characteristics of the audience of the site.



CPM:

Cost per 1000 Ad impression s for a Banner advert .



CPTM:

CPTM refers to cost per targeted thousand for a Banner advert.



Cybermediary:

An Intermediary who bring together buyers and sellers or those with particular information or service needs.



Cyberspace and cybermarketing:

These terms were preferred by science fiction writers and tabloid writers to indicate the futuristic nature of using the Internet.
The prefix cyber indicating a blurring between humans, machines and communications. The terms are not frequently used today since
the terms Internet, Intranet and World Wide Web are more specific and widely used.


>DD


Data fusion:

Data fusion is the combining of data from different complementary sources (usually geodemographic and lifestyle or market research
and lifestyle) to build a picture of someone life (Evans, 1998).



Data warehousing and datamining:

Extracting data from legacy systems and other resources; cleaning, scrubbing and preparing data for decision support; maintaining
data in appropriate data stores; accessing and analysing data using a variety of end user tools and mining data for significant relationships.
The primary purpose of these efforts is to provide easy access to specially prepared data that can be used with decision support
applications such as management report, queries, decision support systems, executive information systems and datamining.



Database marketing:

The process of systematically collecting, in electronic or optical form, data about past, current and/or potential customers,
maintaining the integrity of the data by continually monitoring customer purchases, by inquiring about changing status and using
the data to formulate marketing strategy and foster personalised relationships with customers



Decryption:

The process of decoding (unscambling) a message that has been encrypted using defined mathematical rules.



Design phase (of site construction):

The design phase defines how the site will work in key areas of web site structure, navigation and security.



Destination site:

Frequently used to refer to the site that is visited following a Clickthrough on a banner advert.
Could also apply to any site visited following a click on a Hyperlink.



Development phase (of site construction):

Development is the term used to describe the creation of a web site by programmers. It involves writing the HTML content,
creating graphics, writing any necessary software code such as Javascript or ActiveX(programming).



Digital cash (virtual, electronic cash or e-cash):

An electronic version of cash in which the buyer of an item is typically anonymous to the seller.



Digital certificates (keys):

A method of ensuring privacy on the Internet. Certificates consist of Keys made up of large numbers that are used to uniquely
identify individuals.



Digital Signatures:

The electronic equivalent of written signatures that are used as an online method of identifying individuals or companies
using Public key encryption.



Digital TV:

Information is received and displayed on a digital TV using binary information (0s and 1s) giving options for better
picture and sound quality and providing additional information services based on interactivity.



Digital/online brand:

An online brand is a brand identity used for a product or company online that differs from the traditional brand..



Direct marketing:

Marketing to customers using one or more advertising media aimed at achieving measurable response and/or transaction.



Direct response:

Usually achieved in an Internet marketing context by Callback services.



Directed information seeker:

Someone who knows what information they are looking for and has a strategy for how to achieve it.



Directories (catalogues):

Directory Web site providing a structured listing of registered web sites in different categories. They are similar to an electronic
version of the Yellow Pages. Yahoo and Excite are the best known examples of directories.



Disintermediation:

The removal of intermediaries such as distributors or brokers that formerly linked a company to its customers.
In particular it enables a company to sell direct to the customer by cutting-out the middleman. The reverse of disintermediation
is Reintermediation.



Domain name:

The web address that identifies a web server. See Domain name system (DNS) .



Domain name system (DNS):

The domain name system (DNS) provides a method of representing Internet Protocol (IP) address as text-based names.
These are used as Web addresses (universal resource locators - URLs) . For example, www.microsoft.com is the representation of
site 98.15.58.Domain names are split into:


* Top Level domains or Global (or generic) top level domain names (gLTD) such as . com or . co.uk
* Second-level domain. This refers to the company name and is sometimes referred to as the enterprise name, e.g. novell.com.
* Third-level or sub-enterprise domain. This may be used to refer to an individual server within an organisation such as support.novell.com.
Domain name registration
The process of reserving a unique Web addresses (universal resource locators - URLs) that can be used to refer to the company web site.



Download:

The process of retrieving electronic information such as a Web page or Electronic mail (E-mail) from another remote location such as a
Web server.


>EE


Early adopter:

Companies or departments who invest in new marketing techniques and technologies when they first become available in an attempt to gain a
competitive advantage despite the higher risk than a more cautious approach.



EShock:

Michael de Kare-Silver speculates in his 1998 book that by 2005-2007 the proportion of consumers using the Internet as their preferred
form of purchase will account for 15-20% of total purchases. This will lead to ever-decreasing margins for the retailers who will
be forced to close substantial parts of their retail networks.



Electronic commerce:

The trading of goods and services using digital media.



Electronic commerce transactions:

E-commerce transactions are the trading of goods and services conducted using the Internet and other digital media



Electronic mail (E-mail):

Sending messages or documents, such as news about a new product or sales promotion between individuals.
A primitive form of ‘push’ channel. E-mail may be Inbound e-mail or Outbound e-mail .



E-mail advertising:

Adverts contained within e-mail such as newsetters



Effective frequency:

The number of exposures or Ad impression s (frequency) required for a Banner advert to become effective.



Electronic Data Interchange (EDI):

The exchange, using digital media, of standardised business documents such as purchase orders and invoices between buyers and sellers.



Electronic marketspace:

A virtual marketplace such as the Internet in which no direct contact occurs between buyers and sellers.



Electronic tokens:

Units of digital currency that are in a standard electronic format.



Electronic Shopping or ES test:

This test was developed by de Kare-Silver to assess the extent to which consumers are likely to purchase a particular retail
product using the Internet.



Encryption:

The scrambling of information into a form that cannot be interpreted. Decryption is used to make the information readable.



Enterprise application integration:

The middleware technology that is used to connect together different software applications and their underlying databases is
now known as enterprise application integration (EAI)(Internet World, 1999).



Entry page:

The page at which a visitor enters a Web site . It is identified by a log-file analyser.



Evaluating a web site:

See Web site measurement .



Exit page:

The page from where a company exits a Web site . It is identified by Log file analysers .



Extranet:

An extranet is formed by extending the Intranet beyond a company to customers, suppliers, collaborators or even competitors.
This is password protected to prevent access by general Internet users.



>FF


Flow:

Flow describes a state in which users have a positive experience from readily controlling their navigation and interaction on a Web site .



Focus groups:

Online focus groups have been conducted by w3focus.com for example. These follow a bulletin board or discussion group form where different
members of the focus group respond to prompts from the focus group leaders.



Firewall:

A specialised software application mounted on a server at the point the company is connected to the Internet. Its purpose to prevent
un-authorised access into the company from outsiders. Firewalls are essential for all companies hosting their own Web server.



Forms:

A method of entering information such as order details on a Web page .



Frame:

A technique used to divide a Web page into different parts such as a menu and separate content.



FTP:

The File Transfer Protocol is a standard method for moving files across the Internet. FTP is available as a feature of web browsers that
is sometimes used for marketing applications such as Downloading files such as product price lists or specifications. Standalone FTP packages
such as WSFTP are commonly used to update HTML files on web servers when Uploading Web page revisions to a Web server.



>GG

Global (or generic) top level domain names (gLTD):

The part of the Domain name that refers to the category of site. The gLTD is usually the rightmost part of the domain name such as .co.uk or .com.



GIF (Graphic Interlaced File):

GIF is a graphic format used to display images within a Web page. An interlaced GIF is displayed gradually on the screen building up an image in several passes.



Gopher:

Gopher is a directory based structure with information in certain categories.



Graphic design:

All factors that govern the physical appearance of a Web page.



>HH


Hits and page impressions (views):

A hit is recorded for each graphic or block of text requested from a web server. It is not a reliable measure for
the number of people viewing a page. A Page impression is a more reliable measure denoting one person viewing one page.



Home page:

The main index page of a Web site with menu options/links to other resources on the site. Usually denoted by /index.html,
it is often the first page the user arrives at.



HTTP (Hypertext transfer protocol):

HTTP or Hypertext transfer protocol is a standard which defines the way information is transmitted across the Internet.



HTML (Hypertext Markup Language):

HTML is a standard format used to define the text and layout of a Web page . HTML files usually have the extension .HTML or .HTM.



Hyperlink:

A method for a user of the World Wide Web to move to a different Web site or different Web page of the same site. Hyperlinks
are usually activated by clicking on underlined text or a graphic image.


>II


Image map:

A graphic on a Web page with areas enabling hyperlinks to other parts of a site.



Inbound e-mail:

Electronic mail (E-mail) arriving at a company



Infomediary:

An Intermediary business whose main source of revenue derives from capturing consumer information and developing detailed profiles of
individual customers for use by third parties. Defined from the article on www.mckinseyquarterly.com.



Initiation of web site project:

This phase of the project should involve a structured review of the costs and benefits of developing a Web site or making a major revision
to an existing web site). A successful outcome to initiation will be a decision to proceed with the site development with an agreed budget and target completion date.



Insertion order:

A printed order to run an ad campaign. It defines the campaign name, the Web site receiving the order and the planner or buyer giving
the order, the individual ads to be run (or who will provide them), the ad sizes, the campaign beginning and end dates, the CPM, the total cost,
discounts to be applied, and reporting requirements and possible penalties or stipulations relative to the failure to deliver the impressions.



Interactive banner adverts:

A Banner advert that enables the user to enter information.



Intermediary:

Online sites that help bring different parties such as buyers and sellers together.



Internet:

The physical network that links computers across the globe. It consists of the infrastructure of network servers and communication
links between them which are used to hold and transport the vast amount of information on the Internet. The Internet enables transfer
of messages and transactions between connected computers world-wide.



Internet contribution:

An assessment of the extent to which the Internet contributes to sales is a key measure of the importance of the Internet to a company.



Internet Marketing:

The application of the Internet Marketing and related digital technologies to achieve marketing objectives.



Internet marketing metrics:

See Web site measurement .



Internet Relay Chat (IRC):

A communications tool which allows a text based chat between different users who are logged on at the same time.
Of limited use for marketing purposes except for special-interest or youth products.



Internet Service Provider (ISP):

Companies that provide home or business users with a connection to access the Internet.
They can also host web sites or provide a link from web servers to enable other companies and consumers access to a corporate web site.



Interstitials:

Adverts that are usually included within a pop-up window.



Intranet:

A network within a single company which enables access to company information using the familiar tools of the Internetsuch as
web browsers and E-mail. Only staff within a company can access the intranet, which will be password protected.