ClickthroughA clickthrough (ad click) occurs each
time a user clicks on a banner advertisementwith
the mouse to direct them to a web page that
contains further information.
Clickthrough rateExpressed as a percentage of total
ad impressions, and refers to the proportion of
users viewing an advertisement who click on it. It is
calculated as the number of clickthroughs divided
by the number of ad impressions.
Click-trackingJavatechnology can be used to track
movements of individual users to a web site.
Client–serverThe client–server architecture
consists of client computers such as PCs sharing
resources such as a database stored on a more
powerful server computer.
Co-brandingAn arrangement between two or more
companies where they agree to jointly display
content and perform joint promotion using brand
logos or banner advertisements. The aim is that
the brands are strengthened if they are seen as
complementary. This is a reciprocal arrangement
which can occur without payment.
Cold listData about individuals that are rented or
sold by a third party.
Collaborative filteringProfiling of customer
interest coupled with delivery of specific
information and offers, often based on the interests
of similar customers.
CommoditisationThe process whereby product
selection becomes more dependent on price than on
differentiating features, benefits and value-added
services.
Common Gateway Interface (CGI)A method of
processing information on a web serverin response
to a customer’s request. Typically a user will fill in a
web-based formand the results will be processed by
a CGI script (application). Active Server Pages
(ASPs)are an alternative to a CGI script.
Competitive intelligence (CI)A process that
transforms disaggregated information into relevant,
accurate and usable strategic knowledge about
competitors, position, performance, capabilities
and intentions.
Competitor analysis Review of Internet marketing
services offered by existing and new competitors
and adoption by their customers.
Computer telephony integration The integration of
telephony and computing to provide a platform for
applications that streamline or enhance business
processes.ConfidentialitySeeSecurity methods.
Consumer-to-business (C2B)Consumers approach
the business with an offer.
Consumer-to-consumer (C2C)Informational or
financial transactions between consumers, but
usually mediated through a business site.
Contact or touch strategyDefinition of the sequence
and type of outbound communications required at
different points in the customer lifecycle.
Content Content is the design, text and graphical
information that forms a web page. Good content is
the key to attracting customers to a web siteand
retaining their interest or achieving repeat visits.
Content managementSoftware tools for managing
additions and amendments to web site content.
Continuous e-communicationsLong-term use of
e-marketing communications for customer
acquisition (such as search engine and affiliate
marketing) and retention (for example, e-newsletter
marketing).
ConvergenceA trend in which different hardware
devices such as televisions, computers and
telephones merge and have similar functions.
Conversion marketing Using marketing
communications to maximise conversion of
potential customers to actual customers.
Conversion rateProportion of visitors to a site, or
viewers of an advert, who take an action.
CookiesCookies are small text files stored on an end-
user’s computer to enable web sitesto identify the
user. They enable a company to identify a previous
visitor to a site, and build up a profile of that visitor’s
behaviour. SeePersistent cookies, Session cookies,
First-party cookies, Third-party cookies.
Core productThe fundamental features of the
product that meet the user’s needs.
Core tenants A shopping centre or mall is usually a
centrally owned managed facility. In the physical
world, the management will aim to include in the
mall stores that sell a different but complementary
range of merchandise and include a variety of
smaller and larger stores. The core tenants or
‘anchor stores’ as they are often called are the
dominant large-scale store operators that are
expected to draw customers to the centre.
Cost models for Internet advertisingThese include
per-exposure, per-response and per-action costs.
Cost per acquisition (CPA)The cost of acquiring a new
customer. Typically limited to the communicationsGLOSSARYINMA_Z01.QXD 17/5/06 12:40 Page 517