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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.

The marketing funnel is a model of how strangers become customers in stages, awareness, interest, consideration, purchase, with fewer people at each stage than the one before, used to decide which message, channel and measure belong to which stage.

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.

Data visualisation is the practice of encoding numbers as position, length and colour so that a comparison a reader would otherwise have to calculate becomes something they can simply see.

Data engineering is the discipline of moving records from the systems that produce them into a store where they can be queried, and of keeping that supply correct while the sources underneath keep changing.