Encyclopedia

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A/B Testing

An optimization technique that divides a list in two, then sends a different email version...

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Accommodation Marketing Consortia

Commonly representing luxury hotels / heritage and exclusive accommodations. Examples from international markets include; Preferred...

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Account

 A record that contains information about a person’s purchase history, behavior, preferences, and contact information. 

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Account Development Representative (ADR)

 A person who specializes in the generation of quality leads, client engagement, increasing conversion rates,...

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Account Executive

 A sales executive that’s responsible for building relationships with potential leads for a business. The...

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Account-Based Everything (ABE) or Account-Based Revenue (ABR)

When different segments of an organization work towards satisfying the needs of and engaging high-value...

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Account-Based Marketing (ABM)

A strategy where the most profitable customer accounts of a company are targeted with specialized...

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Account-Based Selling (ABS) / Account-Based Sales Development (ABSD)

 A B2B sales strategy where the most valuable business accounts of a company are segmented...

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Accounts Payable

 Refers to any outstanding short-term balance that your company owes another party or vendor .

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Accounts Receivable

Refers to any outstanding short-term dues that a vendor or entity owe you. 

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Accredited Investor

A person that has a privileged status with the SEC, who makes $200,000 or more...

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Ad Hoc Group

 Once off, bespoke tour group programme designed by a tour operator or travel agent to...

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Adoption Process

 Another term for the process that entails introducing the customer to the product and their...

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Advantage

 The factually positive attributes of a product that do not need to an emotional appeal....

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Affiliate Marketing

A strategy where businesses reward individual affiliates (people or organizations outside the business) for bringing...

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Aggregators

A website with computer software that provides for the sale of a range of travel...

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ALT-TEXT:

Also known as 'Alternative Text', is a short written description of an image, which is...

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Amortization

Paying off debt through a scheduled payment plan. 

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Analytical CRM

CRM stands for Customer Relationship Management. It’s a technology system that allows marketers to manage...

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Analytics

 Data that is gathered over time about client behavior, purchases, trends, and actions allowing analysts...

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Anchor Text

The text that is linked, which indicates what a user will see on the linked...

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Annual Recurring Revenue (ARR)

Contractual-based, recurrent revenue that a company makes over a year. It also includes subscriptions. 

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Applicant Tracking System

 Software used by Human Resources departments to manage full-cycle recruitment, from application to the final...

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Application Program Interface (API)

 A framework that lets third-parties access, exchange, and use information. For example, you can use...

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Appointments Set

 A term used to detail the number of (in-person or phone) appointments that a salesperson...

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Artificial Intelligence (AI)

A system or network that mimics human processing intelligence by programming it to analyze, interpret,...

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Association Conference

A conference attended by members of an Association. National Associations typically hold an annual conference...

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Average Contract Value (ACV)

 The total value extracted from one customer. If calculated per year, it’s called an Annual...

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Average Sale / Selling Price (ASP)

 The average price of a product or product group in a market.

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