Building Your Business - Designing Your Marketing Strategy

A/B testing is a controlled experiment on a live audience: visitors are assigned at random to two or more versions of a page, an email or a feature, and the versions are compared on one pre-chosen outcome so that the difference can be attributed to the change rather than to who happened to see it.

Retargeting is advertising shown to people because of something they did before: visited a site, viewed a product, abandoned a basket or appeared on a customer list, with the ad platform recognising them later on other sites, in search results or in a video feed and serving an ad tied to that earlier action.

Content marketing is the practice of earning customers by publishing material they want for its own sake, guides, comparisons, tools, data, video, so that the people who need what a business sells find it, trust it and come back, instead of being interrupted by an advertisement.

Hypothesis testing is the statistical procedure for deciding whether an observed difference, between two groups, two periods or a sample and a claimed value, is larger than chance variation would produce if there were no real difference, by computing how probable a result at least that extreme would be under that assumption.

Data analysis is the practice of interrogating data to answer a specific question, and of establishing how much weight the answer can bear.

Data wrangling is the work of repairing and reshaping real records, and of deciding what their gaps and inconsistencies mean, until a table can be trusted with the question being asked of it.