Marketing Definitions

Marketing Definitions

Common marketing terms defined and put into context by members of CMA’s Marketing Councils. The terms relate to various areas of marketing activity: direct marketing, databases, e-marketing, fundraising, and performance metrics.

  • Performance Metrics Definitions

    The Canadian Marketing Association first set out to shortlist the most important metrics that tie to business performance, that both the CMO and CFO would agree on – the idea being that … more

  • E-Marketing Definitions

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    A/B splitWhen the list is divided into two segments, each of which is tested for … more

  • Direct Marketing Definitions

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    Add-on A related product offer sometimes included in the original promotion, otherwise … more

  • Fundraising Definitions

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    A

    Acquisition or ProspectingThe efforts made to acquire new donors. Sources for acquisition … more

  • Database Definitions

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    Ad-hoc reporting The ability to access information from a database to meet information … more