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.

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.

ADI

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

MVP

Minimum Viable Product.

PLR

Product (or Program) Line Review

Agile

Marketing

Durable Team

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."

CRM

Customer Relationship Management.

DAM

Digital Asset Management.

MAU

Monthly Active User

CPI

Cost Per Install