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A field of study that relations to machine intelligence, in contrast to natural intelligence exemplified by humans and animals.

A series of automated email messages.

This refers to the abandonment rate of e-commerce checkout carts. However, it can also refer to opt-in processes. This is generally expressed as a percentage and refers to the number of people that drop out before completing a pre-defined goal. For example, if the abandonment rate of a checkout cart is 70% it would mean that 70 out of every 100 buyers that start the checkout process leave the site before completing it.

The position of different elements on a web page. Alignment could be focused on the page borders or the position of elements based on various other elements. For example, al the images could be aligned to the left side of the web page, and the text aligned to the right of every image.

This is the discovery & communication of various meaningful patterns in data. With reference to marketing, it’s looking at data such as website visitor reports, PPC and social and analyzing the trends. This helps develop actionable insights to make more well-informed marketing decisions.

This Google-backed project was announced by the internet giant in October 2015. This open-source initiative was for publishers to create content which loads quickly on various mobile devices such as tablets and smartphones. AMP is made up of three parts: AMP JS, AMP HTML, and Google AMP Cache.

Added information which is included in text ads. These could include extra features related to your business, including your phone number, location, links to specific product or services pages, as well as call-outs.

The performance-based marketing strategy used where a partner or affiliate to a business is rewarded for every customer/ visitor purchase brought to that business.

This is the clickable string of text that shows up in a hyperlink. This text could range from one character to an entire paragraph. At the outset of the internet, “Click Here” used to be the commonest anchor test used. But now that users are savvier, there is a wide variation in the way anchor text appears across the web.

Certain web browsers don’t display images on web pages. When this happens, the images need to have a caption/alt tag, indicating what would actually appear there. This is also a way to help search engines locate and easily index web pages.