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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.

7 Sheets 
A group exercise to establish the context, goals, and general purpose of a project. The exercise entails making declarations in seven different categories: business context (why are we doing this?), purpose and goals (what do we hope to accomplish?), critical behaviors (how do we work with each other?), platform and approach (how will we do it?), doneness (how will we know when we're finished?), open issues (what don't we know yet?), and risks (what can go wrong?). Working through this exercise with a cross-functional team is a first step to defining the scope of a project.
Average Daily Instances. The average number of people who use Firefox every day, usually as their default browser.
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. These users that have more than 5 page views/sites per day. They are heavy users and considered to have a higher value.
A process methodology is based on iterative development, where requirements and solutions evolve through collaboration between self-organizing cross-functional teams. See also: Agile Marketing
App Store Optimization. The process of refining our product presence in Apple’s App Store and Google Play to make our apps easier to find.
Customer Acquisition Cost. The total expense incurred by a business in acquiring a new customer.
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.
Customer Relationship Management.
Conversion Rate Optimization. The practice of iteratively modifying a page that includes a call-to-action, seeking variations that will increase the rate of engagement with that element.
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."
Digital Asset Management.
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".
Extended Support Release of Firefox. A release channel that updates less frequently, aimed at institutions as well as older operating systems.
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.
Firefox Account.
Could mean "Google Analytics" or "General Audience" (i.e., Firefox GA is the version/channel of Firefox that is released to most people, as opposed to Nightly or Beta. Also simply called Release.)
Google Tag Manager. A system to manage JavaScript and HTML tags, including web beacons, for web tracking and analytics.
In Product Communications, e.g. Snippets.
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.
Monthly Active User. Someone who uses Firefox at least once a month, probably as a secondary browser.
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.
Objective and Key Results. Stating a goal and an intended outcome, often including metrics for measuring success (KPI).
Product (or Program) Line Review.
Product Requirements Document.
See Dry Market Test.
Quarterly Business Review.
Release Engineering. The team responsible for compiling, assembling, and distributing Firefox.
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.
The content overlay displayed at the bottom of the screen in Firefox desktop and mobile browsers on about:home and new:tab pages.
Subscribers (for example: on YouTube)
Strengths, Weaknesses, Opportunities and Threats.
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."
The What's New Page,[version]/whatsnew. This is the page that loads automatically when a user updates Firefox. Originally it highlighted new features and improvements, hence the URL, but once we moved to a rapid release schedule there was less to shout about in each release and the page evolved into more of a marketing and cross-sell opportunity.