Marketing Dictionary – D

Common Marketing Measurement Terminology


A dashboard is a monitoring tool that displays the status of various metrics.

Data Cleansing

Data cleansing is the process of improving the quality of data by modifying its form or content, for example, by removing or correcting data values that are incorrect.

Data Deprecation

According to Forrester Senior Analyst Tina Moffett in a recent featured blog post With Data Deprecation Picking Up Steam, B2C Marketers Must Rethink Their DMP Strategy, “data deprecation restricts tracking and access to consumer data due to regulatory, browser, walled-garden, or consumer actions” (August 19, 2020). Until modern marketers and
data management platforms (DMPs) evolve to meet changing data restrictions, audience creation, targeting, and customer acquisition will become near impossible in a cookie-less world.

Data Governance

A system of decisions and accountabilities implemented to ensure data accuracy, quality and usability. Marketing Evolution’s data governance process includes automated data validation that ensures data representativeness, identifies anomalies, suspicious data and fraudulent activities. This allows businesses to reduce ad waste and improve ROI on media spend.

Data Literacy

The ability to derive meaningful information from data. The complexity of data analysis, especially when working with big data, requires that data literacy includes not just statistical literacy but also understanding how to work with large data sets, how to connect various data sets and how to interpret them.

Data Management Platform (DMP)

A technology platform used for collecting and managing data, mainly for digital marketing purposes. It allows to generate audience segments, which are used to target specific users in online advertising campaigns.

Data Mapping

A set of rules or process that accurately matches or links data from one information system to data from another information system. Data mapping is particularly valuable for data migration and data integration.

Data Modeling

The technology-driven process of organising data to align marketing decisions, and analyse marketing campaigns to inform strategic marketing practices.

Data Preparation

The process of collecting, cleaning, and consolidating data into one file or data table, primarily for use in analysis.

Demand Side Platforms (DSP)

Advertiser campaign management products that provide features for buying ad placements online in real time, giving advertisers the ability to target the desired audiences while the consumers are actively browsing websites.

Designated Market Area (DMA)

A geographic area in which the home market TV stations hold a dominance of total hours viewed. There are 210 DMA regions, covering the entire continental United States, Hawaii and parts of Alaska. DMA boundaries and data are owned by The Nielsen Company.

Digital Attribution Models

A big data analytics process that credits the influence of digital marketing touch-points (email, digital display ads and paid media) along the customer journey to conversion. There are two types of attribution models: single-touch (STA) and multi-touch (MTA).

Digital Display

Ads that appear in distinct sections of a website reserved for paid ads, including boxes along the top of web pages, like a banner, or a larger text billboard or a video. Digital display ads are aimed at generating quick conversion.

Direct to Consumer (DTC)

A company with a primarily online presence, marketing to consumers without the overhead of brick and mortar stores. Parker, Birchbox, TOMS shoes are examples of DTC brands; Amazon is a DTC retailers. These companies have disrupted the traditional path to purchase.

DoubleClick Campaign Manager (DCM)

The third-party ad server that allows marketers to plan, execute and measure display campaigns through DoubleClick. GCM is where advertisers make ad placements, create floodlight tags and push to Google Tag Manager (GTM), and complete trafficking tasks.

Double Income No Kids(DINK)

Dual (or Double) Income, No Kids (DINK) denotes a household consisting of two working adults with no children.
This population market segment is often targeted by marketers due to its higher percentage of discretionary income.


Submit a Comment

Your email address will not be published. Required fields are marked *