Marketing technology comes with its own language. Read below for a list of terms and acronyms users may come across while working with marketing technology platforms or projects.
Is something missing? Let University Communications and Marketing know! Email kkelly@msu.edu to submit a term for inclusion in this glossary.
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A method to compare two versions of a webpage, component, image or content to see which one performs better.
At MSU, a Sitecore feature that powers exploration of academic programs (i.e., degrees, majors and minors).
Evaluation of digital content or products to ensure they can be easily accessed and used by people with disabilities.
Sprinklr uses account groups to collect accounts with shared properties, such as department or initiative. Account groups are used for permissions and access controls.
A software program often used in website projects for designing wireframes, design comprehensives (comps) and prototypes.
A project management approach that emphasizes flexibility, collaboration and iterative development.
Artificial intelligence. See “Generative AI.”
Descriptive text added to an image on a website to provide context for visually impaired users and improve accessibility.
See “Application Programming Interface.”
A set of rules and protocols that allows different software applications to communicate and interact with each other. Abbreviated as “API.”
The internal name for MSU’s Salesforce Sales Cloud. This is the customer relationship management, or CRM, tool managed by University Advancement.
A digital file or piece of content that holds value to an organization. This can include images, videos, documents, audio files, presentations and more.
Atomic content is a concept within content strategy and digital marketing that involves breaking down larger pieces of content into smaller, more focused components or “atoms.” These atoms can then be repurposed, combined and reused across various channels and platforms to create more targeted and personalized experiences for the audience.
With search and social media listening, Boolean operators are word combinations used to include or exclude words from search results. Using Boolean Operators helps to tailor the search results to the specific topic(s) a user is looking for, such as a unit or program name.
A navigation aid typically displayed on a webpage, showing the user’s current location within a website’s hierarchy and allowing for easier navigation back to previous pages.
The phase of a website project involving development work and content creation to build the website.
A coordinated series of marketing efforts designed to achieve specific objectives, such as promoting a product, raising brand awareness or driving conversions to apply.
An enterprise web content management system, or CMS, previously implemented at MSU. There are some websites still using Cascade; however, the platform is not open for new website creation or new development.
See “Customer Data Platform.”
In Sprinklr, a channel refers to a social media platform, such as Facebook, Instagram or X.
An artificial intelligence-powered chatbot developed by OpenAI, capable of engaging in natural language conversations and providing responses based on context and input.
See “Content Marketing Platform.”
See “Content Management System.”
Examination of digital assets or strategies to assess performance and identify areas for improvement in comparison to competitors. A comparative audit of websites might identify ways of improving content, navigation and design.
A reusable and modular part of a software system or application, typically designed to perform a specific function or task. In Sitecore, components are the building blocks for webpages.
A modular approach to designing and building software systems, allowing components to be easily added, removed or replaced. Sitecore is composable, allowing MSU to integrate with the platforms and features needed to be most effective.
See “Design Comprehensive.”
See “Site Container.”
Analysis of existing digital content to evaluate its relevance, quality and effectiveness.
In Sitecore, an individual who creates content on a website (e.g., webpage or component).
In Sitecore XP, Content Editor is the view used to add data into the system. It is a form-based view with fields for data entry.
The collective name for a suite of features provided by Sitecore, including the digital asset manager, or DAM; content marketing platform, or CMP; and marketing resource manager, or MRM. Not all features are available to all units.
Software used to create, manage and publish digital content on websites or other platforms. Abbreviated at “CMS.”
Tools and systems for planning, creating, distributing and analyzing content as part of a marketing strategy. Abbreviated as “CMP.” Sitecore Content Hub includes a CMP.
A method of website content design wherein the most important content is given the highest priority on a webpage. Engagement with content typically decreases the further down on a page it appears, so having the most critical content appear at the top is a best practice.
A category of content.
In Sitecore, the selection of a content type determines the template and design element availability.
See “Site Crawl.”
See “Customer Relationship Manager.”
Software that collects and organizes customer data from various sources to provide a unified view for marketing and analysis. Abbreviated as “CDP.” BlueConic is an example of a CDP.
Software for managing interactions and relationships with customers and potential customers. Abbreviated as “CRM.” Salesforce is an example of a CRM.
In Sprinklr, a customized metadata label used by a unit to tag and sort content and measure performance based on tagged characteristics.
In Sprinklr, a customized analytics metric that is programed specific to the needs of a unit when general analytics metrics do not meet a particular need.
See “Digital Asset Manager.”
In Sitecore, the content data referenced by a particular component or feature. Changing the data source for a component will change what appears in that component.
The representation of data in graphical or visual formats to make it easier to understand and interpret.
The phase of a website project where any necessary development work is documented. User stories and requirement specifications are defined for developers to use in the build phase.
A thorough exploration and documentation of design elements, principles and specifications for a project. These are typically more visual than wireframes and may include images and sample content. These are often referred to as “comps.”
The phase of a website project involving design work and content ideation. This phase can help to determine if development work will be required or if the website can be built using existing components.
The process of building, coding and programming software, websites or digital products.
Software for storing, organizing and managing digital assets such as images, videos and documents. Sitecore Content Hub includes a DAM.
The overall experience of a user interacting with digital products, services or content. At MSU, this includes the overall experience of interacting with all MSU websites, as users commonly view them as a collective “MSU” experience rather than unique to particular units.
The phase of a website project involving exploration of needs and wants. This phase often includes a content audit, identification of any integration needs, exploration of gaps in the digital experience and validation of audiences and goals with key stakeholders.
See “Domain Name System.”
The unique address or name used to identify a website or online entity on the internet.
The decentralized system that translates human-readable domain names (e.g., example.com) into numerical IP addresses used by computers to locate resources on the internet. Abbreviated as “DNS.” Updating the DNS to point to a new site is one of the last steps required for a site launch.
See “Digital Experience.”
Technology or computing resources located closer to end-users, typically at the network edge, to improve performance and efficiency. Sitecore XM Cloud is edge-based; users access an MSU website from a server closest to their location rather than closest to East Lansing. This can result in delays during page publishing but improves site load speed for visitors.
In Sprinklr, a feature that allows users to view scheduled and previously published content.
Software or technology solutions designed to meet the needs of large organizations or businesses. MSU’s enterprise platforms are designed to meet the needs of the whole university, and any change requests are considered within that context.
In Sitecore XP, Experience Editor is the visual view used to establish page layouts. It is a component-based view, with components displaying associated information from their linked data sources.
At MSU, a Sitecore feature that powers a list of faculty and/or staff members, along with customizable bio pages, on an academic unit website.
At MSU, a website project primarily managed by the unit/owner. Users receive system training and then build their website using system components with little strategic support from University Communications and Marketing.
A data element or variable within a database or form.
See “Google Analytics 4.”
A Sprinklr feature that enables embedding a view of social media content into a website. The embed can be customized with different layouts, color schemes and data source settings.
See “Generative AI.”
Artificial intelligence systems capable of creating new content, designs or solutions based on input data or parameters. Also known as “GenAI.” ChatGPT is an example of a generative AI platform.
The practice of delivering content or advertisements to users based on their geographic location.
See “Launch.”
The latest iteration of Google’s analytics platform. This is the standard analytics suite used by Sitecore websites at MSU.
Google’s tool for managing and obtaining user consent for the use of cookies and tracking technologies on websites, in compliance with privacy regulations such as General Data Protection Regulation, or GDPR, and the California Consumer Privacy Act, or CCPA. A unit running retargeting ads needs to consider if Google Consent is necessary for their website. The agency assisting with unit ad strategy should be able to offer a point of view on this topic.
A free tool provided by Google that allows marketers to easily manage and deploy website tags, such as tracking pixels and analytics scripts, without the need for manual code changes.
See “Google Tag Manager.”
A software architecture where the front-end presentation layer is decoupled from the back-end content management system, allowing for more flexibility and customization. The data from the CMS can be presented in many formats and channels, such as on websites, in apps or on digital display kiosk screens.
A visual representation of user interaction with a webpage or app, typically showing areas of high and low engagement or activity.
See “Information Architecture.”
Systems and processes for securely managing and controlling access to digital resources and information. At MSU, the MSU net ID each student and staff member is assigned powers identity management.
The organization and structure of digital content or information to enhance usability and findability. This informs site maps and navigation menus. Abbreviated as “IA.”
The process of combining or connecting different systems, software or data sources to work together seamlessly. Integration of systems typically requires development work and may come with additional cost.
A quantifiable metric used to evaluate the success or performance of a specific activity, campaign or project. Abbreviated as “KPI.”
See “Key Performance Indicator.”
A standalone webpage designed specifically for a marketing or advertising campaign, with the goal of capturing visitor information or driving conversions. These are typically not visible from site navigation, site maps or breadcrumb navigation.
Artificial intelligence-based models trained to understand and generate human language in various contexts.
A term for public launch of a website. Domain name system, or DNS, and web application firewall, or WAF, settings are updated to make the website indexable and viewable from the main URL. Also referred to as “Go Live.”
A Sprinklr feature that creates a linked post page. Users can add a menu of linked buttons, links to grid posts, or both, on their Instagram feed as a way of driving traffic from Instagram to webpages.
The practice of using detailed search queries to look for publicly available conversations related to a brand or topic, commonly practiced in social media marketing.
A Sprinklr feature that enables social media listening to publicly available historic data with reporting done in aggregate. This shows trends for terms over time, by channel and audience demographic group.
A Sprinklr feature that enables social media listening to publicly available data with additional message detail. This feature is limited to specified units at the discretion of University Communications and Marketing.
See "Language Learning Model."
A data visualization and exploration platform that enables users to create and share interactive dashboards and reports based on data from various sources.
A branch of artificial intelligence focused on developing algorithms and models that allow computers to learn and improve from experience without being explicitly programmed.
Software or tools for managing marketing assets, campaigns, budgets and resources. Abbreviated as “MRM.” Sitecore Content Hub includes an MRM, used by University Communications and Marketing.
A structured approach to defining, tracking and analyzing key performance indicators, or KPIs, and metrics for evaluating marketing efforts.
In Sitecore, a system area wherein assets can be stored for use on a website when they are not stored in the Content Hub.
The parent company that owns Facebook, Instagram and WeChat.
Descriptive data that provides information about other data, such as tags, labels or attributes used to categorize and organize digital content. Metadata can inform navigation, filters and analytics, among other things.
The process of moving data, applications or systems from one environment or platform to another. At MSU, this typically refers to moving website content from one content management system to another.
A web tool used for brainstorming and ideation. At MSU this tool is often used in website projects for wireframe reviews.
The MSU term for college site templates. The College Model Home program worked with representatives from many colleges at the university to develop a standard digital experience template that would meet the needs that most colleges have in common, such as an academic program directory and an events calendar. Having a Model Home template to work from speeds up college and academic department website projects.
See “Marketing Resource Manager.”
A method of testing multiple variations of elements within a webpage or app simultaneously to determine the most effective combination.
A two-factor authentication, or 2FA, tool used for MSU websites and programs. It is managed by MSU IT.
A protocol that allows websites to control how their content appears when shared on social media platforms. Open graph can include a headline, thumbnail image and description text. Different social media platforms use open graph data in different ways.
The process of improving performance, efficiency or effectiveness through iterative adjustments and testing. At MSU, optimization typically includes testing, user experience improvements and personalization.
In Sitecore XM Cloud, Pages is the WYSIWYG, or what you see is what you get, editor used to add data into the system and establish page layouts. It is a component-based view, and data in the components can be edited on the screen. It combines functionality from the Content Editor and Experience Editor in Sitecore XP.
At MSU, a Sitecore feature that powers a list of faculty and/or staff members, along with customizable bio pages, on an academic unit website.
Tailoring digital experiences, content or recommendations to individual users based on their preferences, behavior or demographics. Sitecore XM Cloud allows for in-visit personalization. Additional technology, such as a customer data platform and personalization engine, is required to personalize based on user data and cross-visit behavior.
A small piece of code placed on a website to track visitors’ actions and behavior for retargeting purposes in social media advertising campaigns.
Abbreviation for “Point of View,” referring to a particular perspective, opinion or interpretation of a situation or topic. For example, University Communications and Marketing offers POV documentation on college and department site structure (all-in-one versus separate sites).
See “Production.”
At MSU, the server environment where live and draft websites are housed. Often abbreviated as “Prod.”
In the Academic Programs Finder feature of MSU’s Sitecore, a tile listing details related to a specific academic degree program. It may or may not have an image.
A preliminary version or mockup of a product or design used for testing and validation purposes. For example, a website or app may be sketched out in Adobe XD and reviewed prior to development in Sitecore.
In Sprinklr, a feature that combines commonly accessed tools for planning, creating, scheduling and evaluating social media content.
See “Quality Assurance.”
The process of ensuring that software, products or content meet specified standards and requirements through testing and validation. University Communications and Marketing, MSU IT and MSU’s partner development agency, RDA, conduct an initial QA process ahead of User Acceptance Testing, or UAT, with end users.
In Sprinklr, a tool used for social listening on publicly available messages. Listening topics are built using keywords and Boolean queries. Data is reported in aggregate.
A version or representation of digital content, often optimized for different devices or formats. Images may have multiple renditions, depending on size and file type needs.
A digital advertising strategy that targets users who have previously visited a website or engaged with a brand, typically with personalized ads.
A software tool or component that allows users to create and edit text with various formatting options, such as bold, italic and hyperlinks.
See “Rich Text Editor.”
See “Software as a Service.”
Techniques and strategies to improve a website’s visibility and ranking in search engine results pages. Abbreviated as “SEO.”
See “Search Engine Optimization.”
An authentication process that allows users to access multiple applications or services with one set of login credentials, improving convenience and security. MSU uses Okta for our single-sign on.
At MSU, site container refers to a site instance in the content management system. This is the allotted space in the system for units to build out their website. There is one site per site container.
The official enterprise web content management system, or CMS, at MSU.
An enterprise web content management system, or CMS, previously implemented at MSU. Sitecore XP will be deprecated in spring 2025. All websites currently on Sitecore XP must migrate to Sitecore XM Cloud or to another CMS by January 31, 2025, or they will be deleted.
The process by which search engine bots systematically browse and index webpages on a website, gathering information to determine their relevance and ranking in search results. A site crawl export may also be done as part of a site migration or content audit project to provide a list of all pages on a website.
A limited release of a website to a select audience or market segment before its full public launch, often used to gather feedback and identify potential issues. At MSU this means moving the website to a live server with a soft launch URL. The URL will be updated to the public URL once the site is moved to the public launch phase.
Software delivery model in which applications are hosted by a third-party provider and accessed over the internet on a subscription basis. Sitecore is a SaaS platform.
The official enterprise social media management system at MSU.
A time-boxed period in Agile development when a team works on a set of tasks or features, typically lasting one to four weeks.
See "Single Sign-On."
A visual representation or sequence of images used to plan and outline the flow of a multimedia project, such as a video, animation or interactive presentation. These can also be used to show the user experience and digital experience as an audience member interacts with a unit’s content.
A subset of a larger domain within the domain name system, or DNS, used to organize and differentiate website content or services. For example, msu.edu is a domain and admissions.msu.edu is a sub-domain.
A hierarchical classification system used to organize and categorize digital content or information.
At MSU, the ticketing system used by MSU IT to manage requests. Users of enterprise software, including Sitecore XM Cloud and Sprinklr, will likely see alerts for tickets from TDX when a request impacts their website or user account.
On brand.msu.edu, a template refers to a pre-designed document (typically a .ppt file) that can be updated with a unit’s specific content. These are provided to give units an efficient means of producing documents that are brand aligned.
In Sitecore, a template refers to the collection of data fields associated to a pre-defined page layout. For example, a news story template would have fields for content author and media contact, while an event template would have fields for location, date and time, among others.
A record or request for action, typically used in project management or customer support systems to track issues, tasks or inquiries.
In Sprinklr, tier tags refer to custom fields used to mark content as belonging to a particular unit. These tags control visibility of additional custom field metadata, as needed, for use by the tagged unit.
A security measure that requires users to provide two forms of identification to access a system or account, typically a password and a unique code sent to a mobile device. Abbreviated as “2FA.” At MSU, Okta is MSU’s standard 2FA provider.
See “User Acceptance Testing.”
Abbreviation for “Uniform Resource Locator,” a web address that specifies the location of a resource on the internet.
Testing conducted by end users or stakeholders to ensure that a system or product meets their requirements and expectations. Abbreviated to “UAT.”
The overall experience and satisfaction of a user when interacting with a specific product, service or system. The user experience can go beyond the digital experience because it includes other channels and interactions, such as calling a hotline, filling out a form, attending an event or visiting campus.
Sprinklr uses user groups to collect users with shared properties, such as department or initiative. User groups are used for permissions and access controls and for sharing content and dashboards between users.
In Sitecore and Content Hub, user groups are used to assign permissions and access controls and for facilitating workflows.
A concise description of a feature or requirement from the perspective of an end user, used in Agile development to guide prioritization and implementation.
Evaluation of a product or system by observing how actual users interact with it, often to identify usability issues and gather feedback for improvement.
See “User Experience.”
A version or variation of a digital asset, design or element created for testing or comparison purposes. Sitecore XM Cloud components can have different variants that display with slight differences.
See “Web Application Firewall.”
The collection, measurement and analysis of data related to website usage and performance to understand user behavior and optimize digital marketing efforts.
Abbreviation for “Web Application Firewall,” a security tool or service that monitors and filters HTTP traffic between a web application and the internet to protect against common web-based attacks. Abbreviated as “WAF.” Updating the WAF is one of the last steps required for a site launch.
See “Content Management System.”
A visual representation or blueprint of the layout and structure of a webpage or app, typically showing the placement of elements and navigation paths. These are typically black, white and gray and have lines and boxes rather than images and complete visual content blocks.
See “Wireframe.”
In Sitecore, workflow refers to a production and approval process. Depending on a user’s role access, pages and changes may need to be submitted for approval prior to publishing.
In Content Hub, workflow refers to the production and approval process affiliated with any project, regardless of final means of publishing.
Abbreviation for “What You See Is What You Get,” referring to software interfaces or editors that allow users to directly manipulate content or design elements visually, with the final output closely resembling the onscreen display. Sitecore has WYSIWYG editing functionality in most interfaces.
See “Two-Factor Authentication.”
Content on this page was generated with support of a Large Language Model tool. All AI-generated content is reviewed, edited, and revised prior to publication, and follows the MSU Editorial Style Guide.