EMB Glossary

A/B Testing
AB testing can be referred to as a randomized experiment that compares two versions of a web page or app to determine which one performs better.
Ad Copy
Ad copy is the written text that is used in an advertisement to persuade the reader to take action.
Affiliate Marketing
Affiliate Marketing is a performance-based marketing strategy in which businesses pay affiliates (publishers or influencers) a commission for sending visitors or sales their way via affiliate links.
Agile is an iterative and incremental approach to software development and project management that places priority on flexibility, collaboration, and responsiveness to changing requirements during development.
An algorithm is a step-by-step procedure or set of instructions used to solve specific computer science and mathematics problems or perform certain tasks.
Alpha Testing
Alpha testing is the initial phase of game testing where a small group of testers evaluates a game for bugs and issues before initiating a wider beta test.
App Store Optimization (ASO)
App Store Optimization (ASO) is the practice of optimizing mobile applications in order to increase their visibility and discoverability on app stores such as the Apple App Store and Google Play Store.
Application Programming Interface (API)
An Application Programming Interface (API) is a set of rules, protocols, and tools that allows different software applications to communicate and interact with each other.
Augmented Reality
Augmented Reality (AR) gaming incorporates virtual elements into the real-world environment through mobile phones or AR glasses, allowing players to interact with virtual objects superimposed onto reality.

Azure is a cloud computing platform that offers a wide range of services, including computing, storage, networking, and artificial intelligence.
Azure is a cloud computing platform that offers a wide range of services, including computing, storage, networking, and artificial intelligence.
Back End
A software application’s backend refers to its server side, such as its website or system. This part of an app or website handles data processing, database administration, security, and business logic
Backlinks are links from other websites to your website. They are a measure of the authority and popularity of your website.

Beta Testing
 Beta testing is the process of disseminating an early version of a product such as software, application, or website to a group of outside users known as beta testers.
Big Data
Big data refers to large and complex datasets that exceed the capabilities of traditional data processing tools, typically consisting of vast volumes of both structured (e.g., tables) and unstructured information such as text, images, and videos. 
Blended Learning
Blended learning is a learning approach that combines face-to-face instruction with online learning.

Blended Learning
Blended learning is a learning approach that combines face-to-face instruction with online learning.
Blockchain technology provides a decentralized ledger system that records transactions securely across multiple computers. Each block in the chain contains transactions and once added becomes part of an unalterable permanent record.
A blog is an online journal or informational website where an individual, group, or corporation presents information in reverse chronological order.

Bounce Rate
Bounce rate is the percentage of visitors who leave a website after viewing only one page.

Brand Differentiation
Brand differentiation refers to the practice of creating a distinct and distinguishing brand identity for a company, that stands apart from its competitors.
Brand Equity
A brand’s brand equity represents its commercial value and competitive edge through brand awareness, customer loyalty, and positive associations with positive associations that result in higher profits and market share for companies with stronger brand equity.
Brand Experience
A customer’s brand experience encompasses all interactions they have with a brand throughout their journey – pre-purchase discussions, the product or service experience itself, post-purchase support, and ongoing engagement activities.
Brand Extension
Brand Extension is a marketing strategy in which a company introduces new products or services under an established brand name, in order to capitalize on its equity, reputation, and customer loyalty in order to enter new markets or product categories more quickly and successfully.
Brand Guidelines
Brand guidelines, also referred to as Brand Standards or Style Guide, is a set of rules and guidelines that outline how a brand should be presented visually and verbally across multiple communication channels.
Brand Management
Brand management involves overseeing and upholding a brand’s identity, messaging, and values at every touchpoint across an organization.
Brand Recall
Brand recall is an indicator of brand performance and how well its marketing efforts have made an impression on consumers’ minds.
Brand Reputation
A brand’s reputation refers to the overall perception and opinion held by consumers, stakeholders, and the general public regarding it.
Brand Strategy
A brand strategy is a long-term plan outlining how a company will position and differentiate its brand to achieve specific business goals.
Brand Value
Brand value is the brand’s monetary worth which can be measured through market perception, customer loyalty, and intangible assets such as brand recognition and reputation.
Breadcrumbs are navigational aids typically placed at the top of a webpage that indicates where users currently stand within its hierarchy.
Browser Development Tool
Browser Development Tools are the built-in features of web browsers that allow developers to inspect and debug websites more effectively, providing access to code, CSS, and other elements.
A bug, also referred to as a defect or software error, is any flaw or malfunction within a computer program that results in unexpected behavior, incorrect results, or system crashes.
CSS (Cascading Style Sheets)
Cascading Style Sheets (CSS) is a programming language used to style the appearance and layout of HTML elements on websites.
Call to Action
CTAs are short instructions that encourage visitors to perform specific actions, such as signing up for your newsletter, purchasing items online, or requesting more information.
Change Control Board
A change control board is an entity charged with reviewing and authorizing or rejecting changes to a project’s scope or plan. They assess proposed amendments in terms of their impact on objectives, schedule, budget, resources, etc.
Change Management
Change management is the practice of overseeing and facilitating organizational change to ensure successful project implementation.
A chatbot is an artificial intelligence (AI) program that simulates a conversation with users through text or voice interactions, typically used for customer support, answering inquiries, providing personalized recommendations, or answering customer inquiries.
Churn Rate
Churn rate, commonly referred to as Attrition Rate or Customer Turnover Rate, measures the percentage of customers and subscribers who discontinue the use of products or services over a given period.
Click Fraud
Click fraud is the fraudulent and intentional clicking of online advertisements by malicious actors for financial gain, generating fake clicks that increase advertising costs for advertisers and waste their advertising budgets and performance metrics.
Cloud Computing
Cloud computing is the delivery of computing services—including servers, storage, databases, networking, software, analytics, and intelligence—over the Internet (“the cloud”) to offer faster innovation, flexible resources, and economies of scale.

Code Review
Code review is a process by which developers review one another’s code to evaluate its quality, efficiency, and compliance with coding standards.
Color Theory
Color theory is the study of how colors interact and evoke emotion within design, by understanding their relationships and using them strategically to convey specific messages or create desired emotions.
Competitive Analysis
Competitive analysis involves analyzing a company’s products, strategies, and performance against that of its direct and indirect competitors in order to identify both strengths and weaknesses within both themselves and their market rivals.
Content Strategy
A content strategy involves planning, producing, and disseminating quality, relevant and timely content to attract and keep a target audience.
Continuous Development
Continuous Deployment (CD) is an extension of continuous integration, where code changes that pass automated tests are automatically deployed into production environments.
Continuous Integration
Continuous integration is a software development practice in which code changes are automatically integrated and tested in a shared code repository multiple times daily to validate changes that were previously not validated.
Conversion Funnel
A conversion funnel or sales funnel, is the series of steps prospective customers undergo before making a purchase or taking any desired action on a website.
Conversion Rate
Conversion rate is defined as the percentage of website visitors or users who complete a desired action such as making a purchase, subscribing to a newsletter, or filling out contact forms on websites.
Conversion Rate Optimization (CRO)
Conversion rate optimization (CRO) is the practice of increasing the proportion of website visitors who take desired actions such as making a purchase or filling out forms. CRO requires studying user behavior, testing various elements, and making data-driven adjustments in order to increase conversion rates.
Cost Per Click
Cost Per Click (CPC) is a term used in online advertising, specifically for pay-per-click campaigns. It refers to the amount of money an advertiser pays each time someone clicks on their advertisement. 
Critical Path
A project’s Critical Path refers to a sequence of tasks that determines its duration and can’t be delayed without impacting its completion date.
Cross-Platform Compatibility (CPC)
Cross-Platform Compatibility (CPC) ensures that software applications and websites function consistently across various operating systems and devices such as Windows, macOS, iOS, and Android.
Cross-site Scripting (XSS
Cross-site Scripting (XSS) is a security vulnerability that allows attackers to inject malicious scripts onto web pages viewed by other users, creating the risk of Cross-site Scripting attacks and protecting users’ data.
Customer Acquisition Cost (CAC)
A business’s Customer Acquisition Cost (CAC) is the average cost associated with acquiring new customers.
Customer Feedback
Customer feedback refers to any data, insights, and opinions provided by customers regarding their experiences with products, services, or brands.
Customer Lifetime Value (CLV)
Customer Lifetime value (CLV), which is also called Customer Lifetime revenue (CLR) and Lifetime Value(LTV), helps businesses assess the overall value of a customer over the course of the relationship. It is a measure of the profit that a company can expect from a client over the course of their relationship with the business.
Customer Relationship Management
Customer Relationship Management or CRM is a software tool that organisations use to track and organise their client and lead data.

Customer Retention
Customer retention refers to a business’s ability to keep existing customers engaged with its brand over time and reduce customer acquisition costs while increasing lifetime customer value.
Customer Segmentation
Customer segmentation refers to the practice of subdividing a market into distinct groups or segments based on shared characteristics, preferences, behaviors, or needs of specific customer groups.
Data is raw facts and figures that can be processed and analysed to provide information.

Data Governance
Data governance refers to managing an organization’s data assets in order to ensure their quality, security, and adherence to regulations and internal policies.
Data Lake
A Data Lake is a storage system designed to hold raw and unstructured data in its native format until needed for analysis.
Data Management
Data management involves organising and taking care of a big collection of information. 
Data Mining
Data mining is the practice of investigating large datasets to uncover meaningful patterns, relationships, and insights that enable informed decision-making based on hard data.
A database is a structured collection of data that is stored electronically.

Demand Generation
Demand generation is the process of creating and nurturing interest in a product or service.
Desktop-as-a-Service (DaaS) is a cloud computing service that provides users with access to a desktop environment over the internet.
Digital Marketing
Digital marketing is the use of digital channels to reach and engage with potential customers.

Digital Marketing Strategy
A digital marketing strategy is a comprehensive plan outlining a company’s goals, tactics, and channels it will utilize in order to meet its marketing objectives in the digital realm.
Direct Marketing
Direct marketing is a form of advertising that communicates directly with specific individuals or customers.
Distribution Channel
A distribution channel is a pathway by which products or services are transported from their manufacturer or provider to end-user or consumers, from wholesalers and retailers through wholesalers, retailers, distributors, e-commerce platforms, and direct sales.
Distribution Strategy
A distribution strategy provides the plan for getting products from their source to end consumers, including decisions related to distribution channels, inventory management, and logistics as well as order fulfillment.
Do-follow Backlinks
Do-follow backlinks are hyperlinks between websites that pass link equity and authority from one to another, recognized by search engines, that contribute to increasing their ranking in organic search visibility.
Domain Age
Domain age is defined as the length of time since a domain’s registration; search engines may take this factor into consideration when ranking websites as it indicates how established and reliable a domain may be.
Domain Rating
SEO tools use the Domain Rating metric to assess a website domain’s overall authority and backlink profile.
Game AI (Artificial Intelligence)
This term refers to the application of artificial intelligence algorithms within video games in order to create intelligent and responsive behaviors for non-player characters (NPCs) and opponents in video games.
Game Analytics
Game analytics refers to the study and collection of player interactions within video games.
Game Art
This term refers to all visual elements, graphics, and artwork featured within video games. Game artists create characters, environments, and visual effects for use within a game’s aesthetics.
Game Assets
A video game’s game assets consist of visual and audio elements like characters, environments, textures and sound effects used within its environment.
Game Backend
The game backend refers to the server-side infrastructure and databases used for managing player data, scores, and any other game-related information.
Game Balancing
Game balancing refers to the process of adjusting gameplay elements, difficulty levels, and mechanics to create an enjoyable gaming experience for all players.
Game Design Document
The Game Design Document (GDD) is an extensive document that details a game’s concept, mechanics, storyline, and characters in detail and acts as a roadmap for its creation.
Game Development Kit
A Game Development Kit (GDK) is a collection of tools and resources used by game developers to create video games.
Game Engine
A game engine is a software used by game developers to design, create and develop video games.
Game Localization
Video game localization refers to adapting video games for use in different countries by translating and adapting game content for international markets.
Game Mechanics
Game mechanics refers to the rules, interactions, and systems which define how a game operates and how its users interact with it.
Game Optimization
Optimizing video games involves improving their performance, loading times, and overall stability to deliver an enjoyable player experience across various devices and platforms while still offering high-quality graphics and gameplay.
Game Physics
Game physics involves simulating realistic physical interactions and movements within video games, such as gravity, collision detection, and object dynamics.
Game Progression
Game progression refers to the steady and intentional development and progression of player journeys throughout a game, typically consisting of obstacles and rewards.
Game Replayability
A video game’s replayability refers to its ability to entice players back again and again. This can be achieved through branching storylines, multiple endings, and varied gameplay options that keep players coming back for more.
Game Revenue Model
A video game’s revenue model refers to its strategy for generating profits through one-time purchases, in-app purchases, subscriptions, or advertisements.
Game Scripting
Game scripting is the art and practice of writing scripts or codes to define and control events, actions, and interactions in video games.
Game Testing
Game testing, more commonly referred to as quality assurance (QA) testing, involves identifying and correcting bugs, glitches, and issues in video games in order to create an enjoyable gaming experience for players.
Gaming App Development
Gaming App Development is the process of designing mobile or desktop applications specifically created for video game playback.
Gantt Chart
A Gantt Chart is a visual timeline that displays project tasks, their durations, and dependencies in order to help project managers keep tabs on progress while managing resources efficiently.
Generative AI
Explore the fascinating world of Generative AI and its transformative impact on industries! From its origins in Generative Adversarial Networks (GANs) to applications in healthcare, art, literature.
Geotargeting is a marketing technique that leverages geographical targeting to provide content or ads directly to users based on their physical location.
Go-To-Market (GTM) Strategy
Go-To-Market (GTM) strategies provide companies with a detailed plan on how they will introduce and promote a new product or service to their target audience.
Google Adsense
This program from Google allows website owners and publishers to monetize their online content by displaying targeted advertisements that generate revenue when users interact with them or take specific actions that generate ad revenue for publishers.
Google Analytics
Google Analytics provides an invaluable web analytics service that tracks website traffic, user behavior, and other key metrics – helping website owners and marketers better understand how visitors engage with their sites and make data-driven decisions that enhance performance and user experience.
Google Keyword Planner
The Google Keyword Planner is a free tool available within Google Ads (formerly AdWords).
Google Search Console
Formerly known as Google Webmaster Tools, this free web service from Google allows website owners and webmasters to monitor the visibility of their website in Google search results.
Graphic Design
Graphic design is the art and practice of producing visual content, such as images, illustrations, and layouts for various media.
Guerrilla Marketing
Guerrilla marketing is an unconventional form of promotion that uses low-cost tactics with maximum impact to promote products or brands.
IT Outsourcing
IT outsourcing refers to the practice of hiring external service providers – either offshore or onshore – to perform IT-related tasks and operations for companies.
IT Support
IT support services refer to assistance and technical help provided to end-users or clients regarding hardware, software, network, and system issues.
Image Alt Text
Image Alt Text (alt text) is text added to an image’s HTML code that provides a textual description of its content. Alt text is integral for web accessibility, enabling screen readers and search engines to comprehend what the image represents in context.
Image Carousels
An Image Carousel is a slideshow of images or content that automatically scrolls or allows users to navigate between items, making for an engaging presentation of products, promotions, or visual content.
Image Optimization
Image optimization refers to optimizing images without compromising quality to help speed up website load times and overall performance for devices with limited bandwidth or slower internet connections.
In-App Advertising
In-App Advertising is a form of mobile advertising that shows advertisements within mobile applications.
In-App Purchases are digital transactions made within a mobile application to unlock additional content, features, or virtual items.
Inbound Marketing
Inbound marketing is a marketing approach that emphasizes drawing customers through valuable content and experiences rather than interruptive ads.
Influencer Marketing Platform
An influencer marketing platform is a digital platform that facilitates partnerships between brands and influential people for marketing collaborations.
Integrated Development Environment
An Integrated Development Environment (IDE) is a software application that provides comprehensive tools and features to facilitate software development.
Integration Management
Project Integration Management is a specialty within project management that involves orchestrating processes and activities across projects to ensure they achieve their desired goals.
Landing Page Optimization
Optimizing landing pages involves testing and refining various elements to increase conversion rates.
Launch Date
The Launch Date is the planned date on which a product, service, or campaign is officially unveiled to its target audience. It serves as the culmination of product development efforts, marketing plans, and communication strategies as well as logistical preparations necessary for its introduction to market.
Launch Event
A Launch Event is an organized and planned occasion to introduce a product, service, or brand to the public, media, and target audience. Launch events can serve as a platform to generate excitement among target customers while also garnering media coverage and garnering attention for new offerings.
Layout refers to the artful arrangement of elements such as text and images on a page or screen for creating an aesthetically pleasing and balanced design. An effective layout draws user focus while providing a logical visual hierarchy.
Leaderboards provide an incentive for competition and social engagement among players within a game by showing players’ scores, ranks, or accomplishments on leaderboards.
Level Designer
A level designer is responsible for creating the layout, challenges, and environments within a video game level.
A Logo is an identifying symbol or design that symbolizes a brand or company. Logos serve as visual reminders of brand identities and serve as easily recognizable marks that differentiate a business from its competition.
MVP (Minimum Viable Product)
An MVP is the core version of a product with enough features for testing with early adopters or target customers, in order to gather feedback, validate assumptions, and learn from user interactions before investing further resources into additional development.
Market Penetration
Market penetration is a growth strategy focused on expanding a company’s market share within its existing marketplace.
Market Positioning
Market positioning refers to the process of defining how consumers perceive a product or brand relative to competitors.
Market Research
Market research is the process of systematically gathering, analyzing, and interpreting information regarding a particular target market or industry.
Market Saturation
Market saturation occurs when a product or service reaches its maximum market share and further expansion becomes increasingly challenging due to high levels of competition or limited customer interest.
Market Segmentation
Market segmentation refers to the process of subdividing markets into distinct groups based on shared characteristics, preferences, behaviors, or needs.
Marketing Automation
Marketing automation refers to using software tools and technology to automate repetitive marketing tasks and processes, helping businesses streamline lead generation, nurture leads, engage with customers at scale, and engage with leads more quickly.
Marketing Mix
The Marketing Mix, or 4Ps for short, is a framework outlining four essential components of marketing: Product, Price, Promotion, and Place (distribution). Marketers use this framework to devise comprehensive strategies designed to meet customer needs while meeting business goals.
Metadata refers to any piece of descriptive information about digital content such as documents, images, or web pages that is stored digitally.
Mobile Game App Development
This type of development entails creating video games designed specifically for mobile devices like smartphones and tablets, optimizing gameplay and user interfaces specifically tailored for touchscreens and mobile hardware such as touchscreen phones and touchscreen tablets.
Mobile-First Design
Mobile-First Design is a strategy that prioritizes developing mobile versions of websites or applications before expanding to larger screen sizes.
Monetization refers to the practice of creating revenue through products, services, or platforms.
Multi-Browser Compatibility
It is crucial that any website or application function and display correctly across a range of browsers such as Google Chrome, Mozilla Firefox, Safari, and Microsoft Edge for an optimal user experience across browser environments.
Page Speed Optimization
Page Speed Optimization is the practice of increasing website loading speeds and performance through optimizing images, minifying code, and employing caching techniques to speed up page load times.
Parallax Scrolling
Parallax Scrolling is a web design technique in which elements on both the background and foreground move at different speeds as a user scrolls down a webpage, creating the illusion of depth while adding dynamic visual interest and interest to a design.
Pay-Per-Click (PPC) advertising
PPC ads can be found both on search engines and social media platforms, providing advertisers with an effective means of driving targeted traffic directly to websites.
Pre-Launch Support
Pre-launch Support involves offering assistance and information to customers prior to an official product’s launch, such as offering pre-order options, early access or previews, or special incentives for early adopters.
Pre-order is a sales strategy where customers can reserve and purchase a product prior to its official release or availability. Pre-ordering allows customers to secure it before its official release or availability and ensure delivery as soon as it becomes available.
Predictive Analytics
Predictive analytics involves using historical data and machine learning algorithms to recognize patterns and trends which can help make predictions of future events or outcomes, such as customer behavior or stock prices.
Product Adoption
Product adoption is the process by which consumers and businesses begin using a new product or technology, often after being introduced through marketing efforts.
Product Demonstrations
Product demonstrations are presentations or displays designed to showcase a product’s features, benefits, and use to potential customers.
Product Differentiation
Product differentiation refers to the practice of developing distinct features or attributes for products in order to set them apart from competitors’ offerings in the market.
Product Evangelists
Product evangelists are passionate advocates and spokespersons who firmly believe in the benefits and impact of products or brands they promote, going beyond conventional marketing efforts and truly believing in them.
Product Lifecycle
The Product Lifecycle refers to all the stages a product experiences from its initial introduction in the market to eventual discontinuation and decline.
Product Roadmap
A Product Roadmap is a strategic planning document that details the vision, goals, timeline, and expected outcome for developing or improving a product or service.
Product-Market Fit
Product-Market Fit refers to the synchronicity between a product’s features, benefits, and value proposition with those of its intended market, in terms of needs and preferences.
Programmatic Advertising
Programmatic advertising refers to the automated buying and selling of digital ad space through algorithms and artificial intelligence in real-time, allowing advertisers to target specific audiences with personalized ads at scale and in real time.
Programming Language
Programming languages are formal sets of instructions and rules used to write computer programs.
Project Assumptions
Project assumptions are factors or conditions considered true or certain for project planning purposes, such as external dependencies, resource availability, market conditions, or technology compatibility.
Project Charter
A project charter is a formal document that defines and authorizes the goals and scope of a particular project.
Project Closure
Project Closure is the last stage of project delivery. Within any project, its final stage entails formal closure and documenting any lessons learned from it.
Project Closure Checklist
A project closure checklist provides a comprehensive overview of tasks and actions necessary for successfully concluding a project, from gathering sign-off from stakeholders to reviewing documentation in its final stage, archiving files, returning resources to their roles, and creating reports of project closure.
Project Closure Report
This document offers a concise summary of the outcomes, achievements, challenges, and lessons learned from your project, providing invaluable insights for future endeavors.
Project Communication Plan
A communication plan for any project provides an outline for how the information will be disseminated, who it will reach, the frequency and format of communication, key stakeholders’ roles within the plan as well as possible channels that deliver timely, pertinent updates to all those necessary for project success.
Project Constraints
Project constraints refer to any limitations or boundaries that restrict the planning and execution of a project.
Project Dependencies
Project dependencies refer to relationships among project tasks or deliverables where one task depends on another to complete successfully.
Project Kickoff
A project kickoff is the initial meeting that marks the launch of any new project, where all members of a team gather together to introduce it and set expectations for it.
Project Management Office (PMO)
A PMO serves as an independent central body that offers guidance, support, and governance of project management in an organization.
Project Management Software
Project management software tools and applications assist project managers and their teams in planning, executing, and monitoring project activities, tasks, and resources.
Project Manager
A project manager is accountable for planning, executing, and monitoring their assigned project to ensure it is completed on time, within budget, and meets its objectives.
Project Milestones
Milestones represent significant events or achievements that signal the completion of major deliverables or phases within a project.
Project Phase Gate Review
A project phase gate review is an assessment conducted at the end of each project phase to gauge progress and readiness to advance to the next.
Project Portfolio Management (PPM)
PPM refers to managing multiple projects together into an organized portfolio in order to meet strategic business goals.
Project Portfolio Management Office (PPMO)
A Project Portfolio Management Office (PPMO) is a centralized department or team within an organization responsible for overseeing multiple projects simultaneously.
Project Recovery Plan
When a project encounters significant issues or deviations from its original plan, project recovery plans provide a documented strategy to bring it back on track and ensure its successful completion.
Project Risk Evaluation
Project risk evaluation involves identifying risks to a project’s success, and evaluating their probability and impact.
Public Relations
PR is the practice of overseeing communication between an organization or individual and the public to build and enhance its image and reputation.
Push Notification
Push notifications are short messages sent directly to users’ smartphones or computers from mobile apps or websites in order to provide updates, alerts, or promotional material.
Quality Assurance
Quality Assurance is a process used to verify that project deliverables meet set quality standards.
RACI Matrix
The RACI matrix is a responsibility assignment matrix that clarifies roles and responsibilities for project tasks and deliverables.
Raster Graphics
Raster graphics are images made up of pixels arranged in an organized grid, each one representing specific color information. Raster graphics are resolution-dependent; as their quality degrades when expanded beyond their original size.
Real-Time Analytics
Real-time analytics refers to analyzing data as it is generated or received, providing immediate insight and responses for use cases such as fraud detection or real-time recommendation systems that require quick decisions or actions to take place quickly.
Rebranding refers to the practice of reinvigorating an established brand by altering its visual identity, messaging, or positioning in order to adapt to market trends, reach new target markets, or overcome negative perceptions.
Resource Leveling
Resource leveling refers to the practice of adjusting project schedules so as to maximize resource allocation and prevent resource overages.
Responsive Design
Responsive design is an approach to web design that ensures websites and applications adapt and display appropriately across a range of devices and screen sizes, such as desktops, laptops, tablets, and smartphones.
Retargeting, more commonly referred to as Remarketing, is a digital advertising strategy that targets visitors or viewers of certain content who have visited or engaged with it before.
Return on Ad Spend (ROAS)
 ROAS is an essential digital advertising metric used to evaluate the revenue generated from an ad spend relative to its cost, calculated by dividing total revenues generated by an advertising campaign by total expenses paid out in ads.
Return on Investment
Return on Investment (ROI) is an essential financial metric used to gauge the profitability of investments relative to their costs.
Risk Management
Whilst project success should always remain the top priority, there may be certain threats that could jeopardize its success that must be managed and mitigated to ensure its successful execution.
SDK (Software Development Kit)
An SDK, or Software Development Kit, is a set of software tools and libraries provided by a platform or software developer to aid other developers in building applications for that platform.
SSL (Secure Sockets Layer)
Secure Sockets Layer (SSL) is a security technology that encrypts data transmission between web servers and browsers.
SVG (Scalable Vector Graphics)
Scalable Vector Graphics (SVG) is an XML-based vector image format that enables high-quality vector images that can be scaled without losing quality, making SVG ideal for logos, icons, and illustrations on websites and applications.
Sales Funnel
A Sales Funnel (or Marketing Funnel) represents the customer journey from initial awareness through purchase or conversion.
Scalability refers to a system’s capacity for accommodating increased workload and user demand without impacting performance.
Scroll Triggered Animation
This design technique involves animating or effecting elements as users scroll down a webpage, to create dynamic and interactive elements that engage visitors while adding visual interest and creating dynamic user engagement.
Search Engine Marketing
SEM is a digital marketing strategy that involves paid advertising on search engine results pages (SERPs).
Search Engine Optimization (SEO)
SEO refers to a collection of techniques and strategies used to increase a website’s visibility in search engine results pages, increasing organic traffic through optimizing content, keywords, meta tags, and other factors search engines use to rank websites.
A sitemap is a visual list or diagram that outlines the structure and hierarchy of a website and its individual pages, making them more easily navigable for both search engines and users.
Social Listening
Social Listening, commonly known as social media monitoring, involves monitoring online conversations about a brand, product, or industry on social media platforms.
Social Media Integration
Integrating websites or applications with various social media platforms enables users to share content, log in using their accounts and engage with brands through various channels on social media.
Social Media Management
Social Media Management refers to the process of planning, producing, scheduling, and analyzing content across various social media platforms.
Social Media Marketing
Social Media Marketing (SMM) refers to using social media platforms for brand, product, or service promotion.
Soft Launch
A Soft Launch is a controlled and limited release of a product or service to a smaller, specific audience or geographic region, prior to its full-scale release.
Software Development
 Software development refers to the practice of designing, coding, testing, and deploying computer programs and applications.
Source Code
Source code is the human-readable form of computer programs written in programming languages, consisting of lines of text written and understood by programmers.
A stakeholder can be defined as any individual, group, or organization who have an interest or is directly affected by the outcome of a project.
Stakeholder Analysis
Stakeholder analysis entails identifying and assessing the interests, influence, and needs of project stakeholders so as to meet expectations effectively.
Supply Chain Management
Supply Chain Management refers to the coordination and oversight of activities involved in the production, sourcing, and distribution of goods or services from their supplier(s) to end customers.
Unity is an acclaimed game engine used by developers across platforms for creating 2D and 3D games for mobile phones, consoles, and PCs.
Unreal Engine
Unreal Engine is an established gaming engine known for its advanced graphics and rendering capabilities and is widely used by game developers for crafting visually captivating games with high-quality visuals.
Usability Testing
Usability testing is an evaluation research technique used to gauge the user-friendliness and effectiveness of products or websites, with real users performing tasks while researchers observe and gather feedback – the aim being to identify issues and potential areas for improvement, ultimately leading to positive user experiences.
User Acceptance Testing
User Acceptance Testing (UAT) is the final phase of software testing before the product hits the market or end-users, testing real users or representatives from its target audience to ensure it fulfills their expectations and fulfills usability, functionality, and overall user experience from an end-user perspective.
User Experience Design
User Experience (UX) Design is the practice of crafting user interactions and experiences in products or services, to optimize them. UX designers focus on understanding user needs, preferences, and behaviors to design intuitive, efficient experiences for them.
User Interface
A User Interface (UI) refers to the visual and interactive elements of software, websites, or applications with which users directly interact, such as menus, buttons, icons, and other visual components that enable navigation, interaction, and task completion in digital products.
User Onboarding
User onboarding is the process of leading new customers through their initial experience with a product or service, familiarizing them with its key features and functionalities while shortening learning curves and increasing user retention rates. Effective user onboarding increases customer engagement.