Marketing/Glossary

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Glossary of Common Marketing Terms

Any field of specialization naturally develops its own internal jargon that may be familiar to people within that field, but can often be like an alien language to people working in other fields. Here is a glossary of common marketing terminology (especially that used within Mozilla's marketing group) to help you wade through the jargon.

ADI 
Average Daily Instances. The average number of people who use Firefox every day, usually as their default browser.
aDAU 
active Daily Active User. Someone who doesn't just use Firefox every day casually, but uses it as their primary browser and spends a good amount of time online.
Agile 
Marketing
CPI 
Cost Per Install. A breakdown of how much was spent on a given campaign divided among the number of new users gained through said campaign. We want this number to be low.
CRM 
Customer Relationship Management.
CTA 
Call To Action. The part of a marketing message (an ad, web page, etc) that incites the audience to take action, e.g. a button reading "Download Firefox."
DAM 
Digital Asset Management.
DAU 
Daily Active User. Someone who uses Firefox every day, probably as their primary browser.
Durable Team 
A team comprised of people with different skillsets and from different functional teams (a durable team is "cross-functional") who all work on a common product or project over a long period of time. E.g.; a durable team dedicated to developing and maintaining a particular website might include developers, designers, copywriters, analysts, and project managers.
Dry Market Test/Experiment 
An experiment that presents a market segment with a product promise (and a measurable way for users to opt-in to the promise) before building features to deliver the promise. Its purpose is to measure desire for the features promised. Recommended best practice for such tests requires explaining the test to users who opt-in and giving them an option to be notified when such features do exist. Also called "Pretotyping" and "Fake Door".
Fake Door Test/Experiment 
See Dry Market Test.
Functional Team 
A team comprised of people with similar or related skillsets who each perform similar functions. E.g.; a team of engineers, a team of designers, or a team of market researches.
IPC 
In Product Communications, e.g. Snippets.
KPI 
Key Performance Indicator. This is a metric used to measure the success of a given marketing project or campaign. For instance, number of software downloads, number of accounts registered, or number of units ordered. It may also be a proportion of some other number, such as a percentage of total sales coming from repeat customers.
MAU 
Monthly Active User. Someone who uses Firefox at least once a month, probably as a secondary browser.
MVP 
Minimum Viable Product. Exerting the least amount of effort required to meet the stated goals. This doesn't necessarily mean cutting corners or doing shoddy work, but it does mean minimizing the investment in cases where the outcome is uncertain, with the intention of revisiting to make incremental improvements if it proves to be successful.
OKR 
Objective and Key Results. Stating a goal and an intended outcome, often including metrics for measuring success (KPI).
PLR 
Product (or Program) Line Review.
PRD 
Product Requirements Document.
Pretotyping 
See Dry Market Test.
SLA 
Service Level Agreement. A commitment between a service provider and a client. When we use this term we're usually talking about one team in marketing providing a service to another team, either within marketing or in another part of the company, who acts as the internal client.
T-Shaped skill set 
the concept of workers that are versed not only in their particular functional disciplines, but also versed, by training and/or experience, in other disciplines that enhance their understanding of, and contributions to, the overall output of their cross-functional team. e.g - Jane, a developer, has also taken course work on research and prototyping for human centered design. When interacting with her cross-functional teams UX resource, Dexter, she's able to help in creating hi-fidelity prototypes for qualitative user testing with little direction from Dexter, based on her understanding of story-boarding to create a user workflow model.
User Story 
High-level description of a feature from an end-user perspective. Should include the type of user, what they want, and why. Intended to be completed through a series of small tasks. "As a user of Mac, Linux, and Windows, I want to download Firefox for any platform from any platform so I don't have to switch operating systems to download a specific build."