Marketing/Glossary

Glossary of Common Marketing Terms

Any field of specialization naturally develops its own internal jargon that may be familiar to people within that field, but can often be like an alien language to people working in other fields. Here is a glossary of common marketing terminology (especially that used within Mozilla's marketing group) to help you wade through the jargon.

ADI

Average Daily Instances. The average number of people who use Firefox every day, usually as their default browser.

Agile

Marketing

CPI

Cost Per Install

CRM

Customer Relationship Management.

CTA

Call To Action. The part of a marketing message (an ad, web page, etc) that incites the audience to take action, e.g. a button reading "Download Firefox."

DAM

Digital Asset Management.

Durable Team

Functional Team

IPC

In Product Communications e.g. Snippets

KPI

Key Performance Indicator. This is a metric used to measure the success of a given marketing project or campaign. For instance, number of software downloads, number of accounts registered, or number of units ordered. It may also be a proportion of some other number, such as a percentage of total sales coming from repeat customers.

MAU

Monthly Active User.

MVP

Minimum Viable Product.

OKR

Objective and Key Results.

PLR

Product (or Program) Line Review.

T-Shaped skill set

the concept of workers that are versed not only in their particular functional disciplines, but also versed, by training and/or experience, in other disciplines that enhance their understanding of, and contributions to, the overall output of their cross-functional team. e.g - Jane, a developer, has also taken course work on research and prototyping for human centered design. When interacting with her cross-functional teams UX resource, Dexter, she's able to help in creating hi-fidelity prototypes for qualitative user testing with little direction from Dexter, based on her understanding of story-boarding to create a user workflow model.

User Story

High-level description of a feature from an end-user perspective. Should include the type of user, what they want, and why. Intended to be completed through a series of small tasks. "As a user of Mac, Linux, and Windows, I want to download Firefox for any platform from any platform so I don't have to switch operating systems to download a specific build."