Dummy address: honey jar :
In the context of wrestling against the Spam, a dummy address is an address placed on public space of Internet and which is not used in another context. Any message arriving on this address is by definition a message of Spam. A dummy address can be also only used to subscribe to a newsletter or a particular on-line.
Any messages reached on this address, will be the sign that the address was probably sold or rented to a third party.
Membership: Principle by which a trade or commercial site proposes to a network of partner sites affiliated to promote by means of banners or of links texts, its products or its services. The members are paid by a commission on sales, visits or the commercial contacts generated from their links.
Member: Someone affiliated or having inscribtion on a website or particular program for a company.
Affilieur:
Term used in white brand, service’s editing company sold by a third party.
Alert:
Automated e-mail or mobile alert sent by a specified demand of a user (such as birthdays, congratulations, or answers on products availability). They are sent usually in real time operations.
Astreinte: Period during which an employee, without being at the permanent and immediate disposal of his employer, has the obligation to be left to his place of residence or near to be capable of intervening quickly to make a work company’s service.
Audience: Persons touched by a media or a support of communication. He can thus involve as well televiewers, as visitors of a Web site or persons receiving a commercial SMS. The advertising audience indicates all the persons exposed to a commercial spread on a support.
Useful audience: Campaign audience share which belongs to the aimed target. If the total audience of a support is 400 000 persons and consists for 75 % of men and if the commercial aims exclusively on men then the useful audience of the support is 300 000 contacts.
Audiotel: service of vocal treatment on fixed or mobile telephone.
Bandwidth: Data transfer’s capacity. As this capacity depends in principle on the number of available frequencies, the "bandwidth" (in other words, the "width" of the waveband) represents generally the maximal speed transmission.
Database SQL:
Programming language for databases request and update.
Creation updates and deletes from existing database.
The relational data bases are established by a set of tables. SQL gives to developpers, set of tools to manage and use their data.
B2B: business to business, business to inter - enterprise
Business connections implemented between two companies to coverage business between them with third parties. B to C represent 80% of trades.
B2B2C: business to business to consumer
Business realized between companies, to a private consumer.
B2C: business to consumer, commerce de détail
Any exchange or relations between a company and a physical person final consumer
Black list: see number burned :In the field of the email, a black list is a list of server’s domains of transport or companies which are identified as places of depart of spamming campaigns. These black lists are used by administrators' to filter or eliminate automatically messages resulting from domains or listed servers.
Bounces: Bounces is the equivalent of the N.P.A.I. (Do not live in the indicated address)
It can be related to erroneous recipients, incorrect addresses, incorrect domain or in relaying problem.
We distinguish generally those «hard bounces» which are definitive errors from «soft bounces «which are temporary errors.
Bps: Telecommunication bandwith for data transfer : bits by second
Bulk messaging:
Large capacity for delivering content through messaging channel
Buzz: Buzzing Technique of communication which consists in making speak about a product or of a service before even its launch by maintaining one fills in ear skilfully orchestrated and actions targeted with the leaders of opinions. In a little bit excessive way, Buzz is seen as a synonym for the viral marketing while it is there only a shape.
Canal of answer: Marketing Canal used by the addressee to answer a commercial request. The canal of answer of an email or a SMS / MMS can be the email, Web but also a SMS, a free phone number or a selling point.
Charter of addressing: Organizations are used by the computing directions of companies to codify the allocation of the addresses emails to the employees and the other users of Internet. Certain persons receiving providers list and identify the charters of addressing of companies to be capable of recomposing an address email unknown from the name, from the first name and from the company.
Chat : immediate messaging, tchat, tchatte, jabberism, IRC, ICQ The immediate messaging delivering allows the "real-time" discussion. The first application of this type, IRC (Internet Relay Chat), was born in 1980. But the term of immediate messaging applies more specifically to applications like ICQ (I seek you, that is «I look for you "), allowing a group of users to be warned when one of them connects in the system and to begin a conversation. We can also speak about immediate messaging to indicate the small utilities allowing exchanging some comments between two computers of a local area network.
Trojan horse: Application or free service which is proposed to the Internet users to incite them to join more or less consciously a sample audience measure group. The tracking tool is generally downloaded and installed at the same time as the Trojan horse application.
Clicks and mortar:
Anglicism indicating a company accumulating a traditional commercial activity and a commercial activity on Internet. It is generally about actors coming from the traditional business. But an Internet company can be transformed clicks and mortar by developing physical selling points.
Code of reduction:
Code included in an email which allows to obtain a monetary reduction during an on-line made order. The code passed on by email must be seized in a field foreseen for that purpose during the order process
Connector ODBC: size of data base, Open DataBase Connectivity :
The standardized interfaces allowing an customer application under Windows to reach a data base, independently of the type of this last one. To be able to reach a base through the ODBC, it is necessary to have a compatible pilot with the used data base system. The pilot role is to translate the customer application requests made through the API standardized by the ODBC, in the base server specific size (and vice versa).
Coupling media:
A coupling media offer consists for a state control to be proposed in the same marketing advertising spaces offer of corresponding to various media. A press title can propose for example an offer including a press insertion combined with the advertising space on its web site.
Acquisition cost: Marketing or advertising Investment granted on average to obtain a transformation during a campaign. The Internet capacity to deliver measure indicators makes very important the acquisition cost notion. We speak among others about customer acquisition cost, about prospects or about visitors. If a 10 000-campaign allows recruiting 200 customers, the acquisition cost is 50 €.
CRM : Customer Relationship Management, Management of the Customer Relation, CRMMarketing Operations or support aiming at optimizing the quality of the customer relation and at maximizing the turnover or the margin by customer. This term, which substituted itself for that frontally service, groups includes data analysis customers techniques , marketing operations and support’s operations . The CRM software packages of the market insure one or some of these functions.
Companies did not wait for the CRM to manage the customer relation, notably with tools of sales forces optimization. But the CRM marks a real qualitative jump of these tools and a concern to advance in the development of customer loyalty, as with the approaches one to one. The CRM uses all the available canals contact with the customer.
Distinct optimization Allows to eliminate the double or triple entrances to the same base. By simplicity and because bases do not still include name specific data and the addresses, the distinct optimization
Is still usually made on the address email
Deduplication :
Doubloons detection and elimination in different files.
Decrease:
The decrease except target indicates the audience rate of an aimed population touched by a communication with regard to the realized total audience.
Double opt - in:
Principle by which a subscription demand for a newsletter becomes actual only having clicked a link appearing in recording confirmation email subscription demand. The idea is to make sure who the individual addressee is indeed at the origin of the subscription.
Enrichment file:
Operation by which we try to complete new fields for file recordings. The enrichment can be made with the file members by telephone, by a Web interface or in the body of an email, but he can also be made by link with another file containing partially the same individuals and the popular qualification fields
Gateway: An equipment Footbridge which connects several networks, using possibly different standards, by making functions of routing. Intermediate computer which passes on information packages on a network towards the indicated destination. Why do not packages go directly towards their destination? A direct connection between two computers is a relatively rare phenomenon. The data are sent by the computer towards the router (, which sends back the information towards the target computer. On a big intranet or on Internet, the data can pass on numerous routers before reaching their final destination. Device intended to connect telecommunication networks having different architectures or different protocols, or offering different services.
Note: a footbridge can connect for example a local area network of company with another local area network or public network of data
Geomarketing:
All the marketing actions using cartographic data, socio behavioural and sociodemographic modelled. The geomarketing allows, among others, to optimize the distribution of pamphlets, to realize studies of setting-up, to determine commercial potential, to optimize actions of doorstep sellings or to direct choices of merchandising.
GP : general public
GPRS:General Packet Radio Service System of communication for mobile telephony, intermediate stage between GSM and the UMTS, also indicated by generation 2,5 +: we keep the interface radio of the GSM, but the heart of the network uses a packet transmission. The subscriber will have a bandwidth which can in theory achieve 115 Kbit/, limited in the current system in 9,6 Kbit/. But the operators propose at present debits rather close to those available on the wired telephone network (approximately 50 Kbit/).
This evolution of the standard of digital radiotelephony allows debits until ten times as high that those of the GSM. The network insures an almost immediate connection and allows a permanent connection in Internet. However, the GPRS remains expensive, even if the invoicing does not depend any more on the time of call but of the volume of the passed on data.
GSM: mobile Global System for communication
Digital radiotelephony Standard used by mobile phones, notably in Europe and in many of the other excepted countries Japan and the United States for the mobile telephony. Mobile Global System for Communication is also called Special Mobile Group in France.
HTML: Hypertext Transfer Markup Language
Language serving for describing web pages and documents hypertexts. It allows to indicate the font, the size of these, the layout, to insert images or hypertext links. The passed on document on the network is interpreted on the customer post by a program called browser by the English speakers, and a sailor or browser by the French speakers. The names of the HTML files, containing data of web pages often have suffixes .html or .htm.
Customer history: Grouping for a customer of the recordings relative to the transactions, the appeal in customer services and possibly answers to the marketing requests. The customer history can be used "under cold conditions" to target or optimize marketing actions, but can be real time also shown for an operator of the customer service who has to answer a demand of this customer.
Except media Bps:
Except media including all the techniques of marketing communication not using 5 traditional media. Except media notably include the actions of direct marketing, the canal box with letter, the sales promotions actions and the canals of interactive marketing. The notion of except media is often used to ventilate the marketing investments.
Hygiene of file:
All the procedures begun to guarantee the addresses file quality. In a email context, the file hygiene principles consist essentially in managing unsubscriptions and bounces.
Infotainment:
All the on-line services connected to the information and to the leisure activities.
Impact: The advertising impact materializes by the memory left for the individual exposed to a commercial and by its possible attitudes changes or opinions felt towards the announcer. The impact can be measured by a impact score.
IMSI:
Abbreviation of «International Mobile Subscriber Identity ". Number serving for identifying the user without possible ambiguity. The number consists of an international dialling code ( 3 figures), a code of the network ( 2 figures) and of 10 figures at most for the identification of the user.
Moment Messaging: see chat
ITU: International Telecom Union, International Union of Telecommunications, UIT The International union ofTelecommunications ( IUT) has it seat in Geneva. THE IUT is an international organization within which the governments and the private economy coordinate networks and services of telecommunications in a global way. May 17th, 1865, 20 founder members signed in Paris the first contract of telegraphy of international reach. THE UIT distinguishes itself from the other international organizations by its action, based on the principle of the cooperation between the governments and the private economy.
IP: internet Protocol Data Exchange Protocol between electronic terminals on which is based Internet
White brand: Term used in membership. Proceeded by which a company proposes a service insured by a third party without that this one appears clearly as by being the supplier. The services supplied with white brand are especially used on web sites because the technology lends itself to it. A community site dedicated to the relatives can supply for example with white brand the contents of its forums in the site of a manufacturer of clothes.
Automated marketing: Automation Techniques which allow marketing campaigns release and progress almost without human intervention. The email and the SMS / MMS lends itself particularly well to actions of automated marketing with messages sequences which can follow an evaluation software download , a documentation demand or be bound to an anniversary.
Direct marketing: All marketing communication techniques which allow to address directly and individually the addressee with the objective of a more or less immediate answer. The direct marketing actions are also characterized by the appeal to data bases and by the capacity to measure exactly the campaign results. The direct marketing main canals are the telephone, mail and e-mail.
Geolocalised marketing: The geolocalised marketing consists in using the geolocalisation capacities of the user connected to the mobile phone to send him a commercial offer according to the place or it is. The geolocalisation marketing is different from the geomarketing, because this last one is based on a permanent geolocalisation from the mailing address.
Multi-channel marketing: Group of marketing actions combining several consumer canals of request and answers. All the art of the multi-channel marketing consists in choosing the canal the most suited for an action (cost and efficiency), in kicking away synergies between canals in centralizing and in history the marketing data collected on all the canals. The multi-channel marketing is only a constituent of a more global multi-channel step which the importance especially appeared with the appearance of Internet which established for many actors a new marketing canal/ sale.
Tribal marketing: The tribal marketing is one under constituent of the viral marketing. The tribal marketing consists in using certain groups of consumers (tribes) social behavior to promote a product or a service. A tribe is notably characterized by rites and common behavior. The various identified tribes are mostly young populations (surfers, rappers, schoolchildren) but can possibly concern the other edges of ages. The tribal marketing main users are the clothing brands and fashion accessories as well as the high-tech products because the rites of tribes mostly concerned the use of this type of products.
Viral marketing:
Promotion Mode of a Web site or a commercial or marketing offer by which are the visitors of the site or addressee of one the offer who go or to recommend it to close relations or colleagues. The offer spreads then as a virus. This recommendation can be spontaneous according to the site value or the offer or paid through a system of sponsoring. The viral marketing existed before Internet but its potential is multiplied tenfold by the ease of transmission of the information about this media.
M - Business:
Mobile Business, all the commercial activities on the mobile terminals.
MHz: Mégaherz 1 MHz = 1 000 000 of the oscillations per second; serves as unit of measure of the frequency.
Micro- payment:
Micro-payments are payments of weak amount going of some centimes to some euro. They represent a big part of the transactions relative to services or contents sold on Internet and by SMS Premium (information, on-line, archival games). They require a particular solution as far as the overheads do not have to burden the sale amount; the surcharged SMS is a means of micro-payments.
Mix media:
Optimization of media choice used for an advertising campaign. The choice is made from the characteristics of the media (power, costs, capacity of targeting, advertising efficiency, legal frame and of their capacity answer the best cost in the objectives of the campaign. A mix media also plays on complementarities and synergies which exist between various media.
MMS: The messaging MMS or the multimedia messaging bases itself on the same principle as the service of short messages SMS. Contrary to messages SMS, the length of which cannot exceed 160 signs ( 160 bytes), the MMS accepts up to 100 kilos-bytes of very varied data such as texts, small melodies, images, photos, short video sequences or Internet messages (email). If the addressee does not possess compatibility with the MMS, it will receive a message text with the address URL of a web site where the multimedia message will be stored.
Keywords: Referencing paid to the performance: practice by which an announcer can make sure of a favorable position in the results research pages tools by going over keywords corresponding to the requests on which he wishes to be present. It is generally charged by the amount of the bid when the bought link is used (clicked) by an Internet user. The bid can be made with the tool as regards Google or at specialized intermediaries.
MVAS : Mobile Value Added Service Provider
MVNO : Mobile Value Added Service Provider
Normalization of file: Acronym which means that the post was not able to be distributed because of an error concerning the address. The N.P.A.I. returned to the sender by the post. They entail a double additional cost (treatment and useless postage. Within the framework of an e-mail campaign, the NPAI which can be of more diverse previous history is called bounces.
N.P.A.I.: do not live in the indicated address
Number SMS (in 5 figures in France) or a user can send a SMS which will be routed towards the host computer of service publisher for computing treatment and answer. These numbers can be surcharged (the user pays then the price of a SMS more an additional cost a part of which is put back to the service supplier).
Short Number:abbreviated ShortId Number SMS (in 5 figures in France) or a user can send a SMS which will be routed towards the host computer of the publisher of service for computing treatment and answer. These numbers can be surcharged (the user pays then the price of a SMS more an additional cost a part of which is put back to the supplier of the service).
ODBC: Open Database Connectivity Method normalized by sharing of the data between data bases and programs. The pilot ODBC uses the language SQL normalized to reach the external data.
One to many: The one to many indicates an marketing operation or communication emanating from a single transmitter (the announcer) and addressing multiple persons (the public), the traditional actions of communication. The one to many is a notion close to the marketing of mass.
One to Few: Operation of emarketing made on a consumers' narrow segment, a niche of market. This marketing concept is halfway enter the watering of mass of the consumers (one to many) who is expensive and the individual relation with a consumer (one to one) who is not very realistic: the experience showed that it is extremely difficult and expensive to encircle very exactly the needs of a particular customer., to propose exactly what can correspond to him.
One to one: The one to one includes the actions of marketing personalized within the framework of which, a unique transmitter addresses individually every addressee. Within the framework of a initiative one to one, the message, offer and associated services are normally unique and adapted to every addressee or customer, this customization is made thanks to sharp knowledge progressive and continuous acquisition of the customer or the prospect called learning relation.
Opt-in : Principal ban to send not sought commercial communications, unless the addressee beforehand marked his assent.
Opt-out Practice which consists in sending a commercial email to an individual without having asked him previously for his authorization, but by allowing him however within the framework of the message to ask not to be any more in the list of the addressees.
PCN : Personal Communication Network : Other name of the standard GSM 1800, mainly available in England, Germany, France, Russia, and Swiss.
PCS : Personal Communication Services :Other name of the standard GSM 1900, mainly available on Canada and on the USA.
Marketing permission:
Marketing principle popularized by Seth Godin, by whom it is advisable to ask to an Internet user its authorization before seeking him commercially by email and which advocates the implementation of a reliable and quality relation with the Internet user. The Internet user is so transformed as a friend then into customer. The principle of the opt - in is one of marketing permission basic elements and was since taken back in the European legal frame. Permission marketing principle also applies to the communications towards a mobile phone.
Customization:
Promotion and Communication actions Customization according to the profile of every customer. The personalized marketing remains more modest in its practices than the one to one because the customization is often only made at the level of the communication; the offer can be common to the target or to the segment (one to few).
Plug and play: plug-n-play, PNP :
Recent peripherals Capacity to be quickly recognized by the operating system, and to settle down by requiring a minimum of intervention on behalf of the user (as regards the configuration material.
Premium SMS:
Allows an operator to charge according to various landings the use of a service among which the requests and the answers are obtained via SMS. user pays the price of a simple SMS more a surcharge to reach the service by means of a short number in four or five figures according to the country
Push / Pull marketing notions: The push strategy is translated by the fact of urging the distributors to promote a brand. It uses motivation tools of the distributors: incentives, set the margins, help in the marketing... On the contrary the strategy pull consists in attracting the consumers towards a brand. It uses essentially communication tools with the consumers. These two types of policy are often combined.
Push SMS: Sending of a SMS not sought towards an addressee mobile phone Pull on Web, we ask for the information when we wish it (we pull it to one, where from the naming Pullover). Computer system intended to supply services to connected users and, by extension, body which exploits such a system. A server can allow for example the consultation and the direct exploitation of data banks. SMS Push: sending of SMS from the bank SMS pull Push: the customer sends a SMS and receives an answer S MS Push Pull: the bank emits a SMS (question or the other one), the customer confirms via SMS
Requêtage : 2 Way messaging
RFID: radio Frequency identification Identification by frequencies radio, basing on the setting-up, in the physical objects which we want to follow, of small active or passive fleas which send a unique signal, of themselves or in answer to a signal of stimulation.
RNIS : RNIS: digital technology with Integration of Services : Network allowing to transport some voice, images, data, by means of a telephone, of a fax... The debit is classically kbps 64 or 128.
Roaming: touring Roaming Services allow mobile phone users to use their device in a foreign country thanks to agreements crossed between operators. Telephones can connect in any transparency to a network (GSM, GPRS or UMTS) so necessary foreigner.
Routing: Within the framework of a mail campaign, it is all the operations (put under folds, sorting, postage, deposit etc.) prerequisites in a sending. For an email campaign or of messages on telephones, it is about the action of messages broadcasting... In a context of emails files, the routing is often made by a company which plays diffuser's technical role but also role of third party of confidence. For mobile messages sending, routing is the process of access road determination towards a distant host. In the big networks, this process is very complex because of the potential number of intermediate destinations which a package can cross before reaching its destination.
Router: Service provider specialized in the field of the direct marketing which makes the operations of routing. By analogy, the specialists of the sending of emails or SMS / MMS in number are also called routers
Segmentation: Data processing allowing to cut a population or a market according to discriminates criteria.
SMS: shorts message Service
Service that can offer a system of wireless communication, allowing the users to send or to receive short alphanumeric messages (around 160 characters), which display in the screen of their mobile terminal, generally a mobile phone.
SMSC: SMS service CenterCentre of service SMS, footbridge of an operator of mobile phone or a facilitators, serving relay between the server SMS application software of the supplier of services SMS and the user motives.
SMS - MB: mobile originated
SMS received on a short number the cost of which is taken care by the sender (except in the case of a free short number where the cost is taken care by the owner of the short number).
SMS-MT: mobile Terminated
SMS bulk sent towards persons or groups and the cost of which is taken care by the sender.
SMS MTR: mobile Terminated Reverse Billed SMS sent towards persons and whose cost is taken care by the addressee (in most of the cases, the SMS MTR is generated further to the reception of a SMS Mo)
Surcharged SMS:
Principle by which an operator surcharges a SMS sent to a special number and puts back a part of the levy to the editor of the service using the corresponding number,
The surcharged SMS is a means of payment for the Internet services corresponding to weak amounts.
Spam: Spamming Plague of the internet sending, generally massive and not targeted, of commercial messages by email to individuals having never given their assent. The addresses used for actions of Spam are generally captured on Internet by specialized software.
SQL: Language SQL, Structured Query Language
Data base programming and request Language widely used for access, interrogation, update and management of systems data of relational data base. Thanks to the language SQL, you can extract the data of a data base, create data bases and data base objects, add data, modify existing data and make the other more complex functions. The language SQL also allows you to modify server configuration, parameters of data base or session, and to check data as well as the access
Instructions
Rate of opening: Opening rate of an email campaign corresponds to the ratio ([opened messages / sent or delivered messages] * 100). It is obtained for the sending of an email in the HTML format. The rate of opening is a key indicator the attentive study of which allows to test the object of messages or to notice an erosion of the worn attention on a newsletter.
Rate of opening of a campaign SMS / MMS: ratio ([opened messages / delivered messages)*100
Teasing: Advertising Technique which aims at awakening the curiosity of the contact to increase the worn attention on the message and its memorization. The teasing can use various successive commercials or be made on a message. When various messages are used, a first message is going to take on a mysterious shape without revealing necessarily the announcer or the object of the campaign, the revelation makes on it or the others message.
UMTS: Universal Mobile Telecommunications service The Third service generation of motives, in Europe, based on a network of packages. This technology is better adapted in transmission of data than the GSM (the second generation). The UMTS system authorizes a debit of 384 kbit/, what is enough for the transmission of the imagesand the sound during a video conference. This value cannot be however affected everywhere, but only in determined places like for example stations or airports.
Wap: Wireless Application Protocol Protocol serving for codifying the graphic information intended for mobile terminals, in particular cellular phone with screen. The WAP also allows the mobile access to Internet.
It was launched by manufacturer’s consortium of mobile phones, among which Nokia, Ericsson and Motorola. With Internet development and the mobiles development, it becomes interesting to reach Internet since its mobile phone. But the smallness of the screen of this last one does not allow him to show HTML pages. WAP is thus a version relieved by HTTP to allow the display of pages WML, adapted to the small screens. The protocol WAP works on most of the networks GSM, GPRS and UMTS. It manages the communication in layers OSI 4 - 7. WTLS (Wireless Transport Layer Security) is also available on inquiry to insure safety transfer and for diverse specials services GSM · Radiotelephony / mobile Radio communication · OSI · UMTS.
X.25 : interconnection of the data bases. Standard of telecommunications, for the public networks of switching of packages
Two comma the fifth generation. The second generation of mobile phones improved, obtained by a simple software extension. They allow the connection by switching of packages and have rates of improved transfers of data. Standards: EDGE, GPRS. Applications: WAP, MMS.
3G : Generic name indicating telecoms networks of the third generation.
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