Email Marketing Essentials: From Strategy to Growth

Pay-per-click is advertising bought by the click rather than by the impression: an advertiser bids on the searches or placements it wants to appear for, and pays only when someone clicks the ad, with each click priced by an auction run at the moment the page loads.

Keyword research is the work of finding out which queries people type when they want what a business offers, how many of them there are, what each query means and what competing for it costs, before any page is written or any ad is bought.

Conversion rate optimisation is the practice of raising the share of visitors who complete the action a page exists for, a purchase, a sign-up, an enquiry, by changing the page and the path to it on evidence rather than opinion.

Data modelling is the design of how data is structured for a given use: which entities are recorded, which attributes describe them, how the tables relate through keys, and, for analytical use, which table holds the measurements and which hold the context, decided before the data is loaded so that the questions the model must answer run correctly and fast.

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.