Marketing glossary

The most important terms in omnichannel marketing

DAM, MAM, PIM, W2P. What was that again? You will find clear explanations for the most important technical terms from omnichannel marketing in our glossary. And if you can’t find a term, please feel free to contact us at any time.

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Affiliates Partners who advertise the products or services of other companies on their websites. If the sale is successful, the affiliates receive a commission from the company in question.

AI (Artificial Intelligence)
AI (or A.I.) is the abbreviation for artificial intelligence. It simulates human intelligence with machines and computer systems. Applications should be able to solve tasks through automation and machine learning in the same way they are solved by humans or human intelligence.

A unique specification of how to solve a particular problem.

Analytics are analyses. With the help of analyses, new insights are to be gained. This can be retrospective, in order to work out facts, or it can be future-oriented, in order to make predictions with the help of AI. A basic distinction is made between data analytics and business analytics. Although both are concerned with the refinement and evaluation of data, business analytics deals exclusively with the use of company data. Data analytics, on the other hand, is not limited to business applications and is used in various areas (for example, science). The methods of analysis can be divided into four categories: Descriptive, Diagnostic, Predictive and Prescriptive Analytics.

Angular is one of the most popular and frequently used JavaScript frameworks. It is open source, licensed under the MIT license and actively supported by Google. The code base has been completely rewritten and is now based on the TypeScript language. The focus of the project has expanded from the development of a framework to the development of a whole platform for web applications.

App is the abbreviation for application. This is an application software for mobile devices or mobile operating systems.

See also Media Asset.

Attributes or product attributes are characteristics that distinguish a product and differentiate it from other products. Typical product attributes are the name, product ID, size, color or weight of a product. In the case of services, for example, the duration offered.

Augmented Reality (AR)
Augmented Reality (AR) is a concept to extend the real world with virtual aspects by means of technical devices. The virtual aspects can be texts, graphics, pictures or videos.

Auto Tagging
Auto-tagging refers to the automated marking of digital content with keywords (labels or tags). See also tagging.


The software background is referred to as the back-end. In contrast to the front-end, application data is processed and saved here.

BI stands for business intelligence. This is a technology-driven process used to analyse data. The resulting information can help users make informed business decisions.

BIM is an abbreviation for Building Information Modeling. It refers to a method for digitally representing buildings. The digital representation covers the entire life cycle of a building model including all relevant information (physical and functional characteristics). The aim of BIM is to bring together all project participants centrally in order to make construction projects such as buildings, bridges or tunnels more efficient, economical and sustainable through integral planning processes. Since data in BIM software is continuously built up throughout the entire planning process, compatibility with other systems, such as PIM systems for product data, must not be disregarded in order to enable efficient joint implementation.

Big Data
Big Data, also known as “mass data” in German-speaking countries, refers to large, unstructured data that consumers and companies generate on a daily basis via systems, mobile devices and electronic sensors. Since the volume of data is too large and complex to be processed manually, the data is stored, managed and analyzed using suitable software solutions.

A blacklist, also called blacklist or negative list, is the opposite of a whitelist. It is a list that classifies IP addresses or domains as spam according to certain criteria. E-mails from senders on a blacklist are recognized as spam and automatically blocked.

BMEcat is a standardised exchange format especially for catalogue management. It allows catalogue and product data to be exchanged between companies. BMEcat was developed on the initiative of the “Bundesverband Materialwirtschaft, Einkauf und Logistik e.V. (BME)”, hence the abbreviation “BME”, and is based on the XML format.

Brand Management
Brand management means the establishment and further development of a brand with the aim of differentiating your own performance from the performance of your competitors.

Briefing Module
The word “Briefing” means instruction. This is a written or oral instruction on a project to record all the information needed to carry out a task. The Briefing is the basis for a project definition between the parties involved. If Briefings are carried out digitally, the corresponding software is called “Briefing Module”. With the help of the software, advertising material and areas such as catalogues or banners can be planned freely or on the basis of templates.

A browser or also called web browser is a software which is responsible for the graphical representation of the internet or web pages. As a web client, the web browser sends HTTP requests to a web server, which answers them with an HTML document.

Building Information Modeling (BIM)

Business-to-Business (B2B)
These are business relationships between two companies i.e. company to company.

Business-to-Customer (B2C)
In contrast to B2B, these are business relationships with end customers i.e. business relationships between companies and end customers.

Business Intelligence (BI)
See also BI


Classifications help to structure product attributes. This sorts the characteristics of a product into higher-level groups.

The cloud describes the possibility of using external computing services via so-called providers. These services can be software, data or services that are usually made available via the Internet.

Cloud Hosting
Cloud hosting refers to hosting services based on a cloud infrastructure. The data is located in a cluster (server group) instead of locally on separate servers.

In the field of information technology, a cluster stands for a number of independent computers that are networked together.

Computer vision
Enabling machines to analyze, understand, and manipulate images and video.

Content Management System (CMS)
A Content Management System, CMS for short, is software which enables users to create and maintain a website without programming knowledge.

Corporate Design 
Corporate Design, not to be confused with corporate identity, is the visual appearance of a company. It contains the uniform appearance of a company or an organization, such as the logo, the corporate color or also the typography, in order to support the Corporate Identity both outwardly and inwardly. In order to implement this image holistically, design guidelines are defined, in which the design constants are fixed and assigned to their areas of application.

Cross-Media-Publishing is the cross-media (print, online, mobile etc.) publishing of content based on media-neutral data.

CSV, short for comma-separated values, is a file format for simply structured data. The core task of CSV files is to describe the structure of a text file for its storage. This makes it possible to merge data, lists or tables that are not directly connected to each other. In addition, CSV is also used to import and export data from different systems. As the name “Comma-seprated values” suggests, commas are used to separate the data records.

Customer Journey
The Customer Journey describes a customer’s path through various contact points or touchpoints before making a purchase decision.

Customer Relationship Management System (CRM)
A Customer Relationship Management System, CRM for short, is software for managing customer relations. It is focused on building and maintaining relationships with existing and potential customers.


DAM stands for Digital Asset Management. It is also known by the abbreviation MAM or Media Asset Management.

A database is a central storage location for a large amount of data, which is organized and structured with an electronic system. Databases are responsible for efficient data management. The administration of databases is usually supported by a database management system (DBMS).

Database Publishing
Database Publishing is a database-supported creation of publications based on a central data source (usually PIM systems). A prerequisite for the extraction of data are templates that define the design rules of the products and are linked to the data. The extraction into the output formats (e.g. Adobe InDesign®, QuarkXPress, MS Office) can be carried out either partially or fully automated. Print output is suitable for products that are based on recurring design grids, such as catalogues, price lists, data sheets or product descriptions. Suppliers of print rejection tools include InBetween, priint:comet and Xactuell.

Descriptive Analytics
Descriptive Analytics deals with data from the past and provides information about events related to the past. Prepared in the form of reporting, Descriptive Analytics answers the question of “What” or “What happened?”.

Diagnostic Analytics
As with Descriptive Analytics, Diagnostic Analytics also looks backwards. The difference to Descriptive Analytics is that here historical data is compared with other data. The aim of diagnostic analytics is to clarify causes, effects and interactions of states. The question “Why did something happen?” is the focus.

Dialog Marketing
Dialog Marketing as part of direct marketing, is the general term for all marketing activities in which media are used with the aim of establishing an interactive relationship with individuals. The recipient should be induced to make an individual, measurable reaction (response).

Digital Asset Management
See also DAM

Direct-to-Consumer, or D2C, is a sales model or marketing approach in which companies approach customers directly with their products or services. There are no intermediaries or platforms.

A domain is the globally unambiguous name of a website.

The double opt-in is an approval process for consumers in online marketing. In a two-stage process, the consumer confirms that they have agreed to subscribe or to receive further information.

See also Direct-to-Consumer


The acronym EAI stands for “Enterprise Application Integration” and enables the integration of various business applications along the value chain. What is special about EAI is that it functions as a central platform and is directly connected to the individual systems.

E-commerce, also known as electronic commerce, is the purchase and sale of goods and services via electronic connections, such as a web store or marketplaces like Amazon. The term also includes business processes, such as online banking, which are conducted electronically.

In information technology, an end user, in English end user or end-user, is a person for whom a hardware or software product was developed.

ERP is the abbreviation for Enterprise Resource Planning. It encompasses all of a company’s business processes that are necessary for management and control. An ERP system is the appropriate software to support business resource planning.

Excel, or Microsoft Excel, is a spreadsheet program from the Microsoft Office family (including Word, PowerPoint).

An export, especially data export, is the output of data from a system. The export can take the form of data transfer to another program or format conversion.


Facet search (faceted search)
The facet search is a search principle. It makes it possible to restrict content on websites or online stores on the basis of different properties in order to achieve individual search hits. The faceted search can be carried out both in advance and afterwards.

Favicon is a made-up word composed of the words “favorite” and “icon”. These are small, square images in the table bar of the browser, which can be seen next to the name of the visited website when a website is called up.

F-commerce is a variant of e-commerce in which trading takes place via Facebook. The social network is the sales channel here.


GUI is an acronym for Graphical User Interface.  It is used for communication between computers and users or enables software to be operated using graphical symbols and control elements instead of text commands. On computers, the control is usually done with the mouse, on smartphones or tablets, however, by touching the touch screen with a finger or pen.


Hosting refers to a service for operating software or Internet services.

Hypertext markup language, it is used to create a logical and structured structure in a document for the internet.


During an import, especially data import, existing data or files are imported into a system and transferred.

An interface, especially a software interface, is the part of a software that enables data exchange between different solutions. Interfaces are used to create a transition that enables systems to communicate with each other.


KPI is an abbreviation for “Key Performance Indicator”. This refers to key or performance indicators that can be used to determine performance or the degree to which objectives have been met.


Landing page
A Landing Page is a website that was created for special purposes or campaigns. It usually consists of only one page, is temporary and separate from the actual website structure. The aim of the landing page is to lead visitors generated by external links to certain conversions (actions). Depending on the target definition, these can be: lead generation, product sales or content sharing.


Machine Learning (ML)
A subset of artificial intelligence that often uses statistical techniques to give machines the ability to “learn” from data without being given explicit instructions on how to do so. This process is referred to as “training” a “model” using a learning “algorithm” that incrementally improves model performance on a given task.

MAM stands for Media Asset Management and describes the central storage, efficient management and media-neutral provision of digital content, or media assets. It is also known by the abbreviation DAM or Digital Asset Management.

A mailing is a mass mailing of advertising messages. It is a classic advertising medium in direct marketing in the form of sales letters, brochures, brochures, reply cards, shipping envelopes or a combination of the aforementioned. The mailings can be addressed personally, partially addressed or delivered to the recipients as a broadcast. If, on the other hand, the advertising messages are sent digitally or by email, this is known as emailing. In contrast to regularly appearing newsletters, e-mailings are a temporary action.

Marketing Automation
Marketing Automation is the software-supported automation of marketing processes.  The software solutions can be used in the creation of content and advertising materials, in the creation and display of product information or in the implementation of campaigns. In the latter case, behavioral data is registered and enriched with information in order to automatically play out individual campaigns.

Marketing Resource Management

Maturity Level Model
The Maturity Level Model is a maintenance level of product information related to the respective output channel.

Media Asset Management

MDM is an acronym and stands for Master Data Management. It is also known under the term Master Data Management. It is a method of linking all master data or business-critical basic data of an enterprise to a reference point. The aim is to improve the quality of master data, avoid redundancies between different systems and enable optimized data exchange.

Media Asset
Media Asset is a generic term for every type of digital media. In more detail, a media asset can be an image, a photo, a graphic, a diagram, a video or audio file, a text module or an entire document.

Media Channels
Media Channels are carriers of information and are used as means of communication for people. They can be both digital and analog. Examples of individual channels are print media such as catalogs or brochures, social media, websites or television.

Media-neutral is a term that characterizes data that is not intended for any particular output channel. Media-neutral data is managed in a platform-independent manner and forms the basis for various output situations (web, print, social, etc.) in omnichannel marketing.

MLM is short for Multi Language Management. It enables companies to communicate professionally in other countries i.e. in other languages.

Model (in conjunction with AI)
Once a machine learning algorithm has been trained on data, the result of the process is called a model. This can then be used to make predictions.

Monitoring, in German “Dauerbeobachtung”, is the monitoring of processes and procedures by means of technical aids or other observation systems. It is used in the fields of IT, marketing, medicine and natural sciences. When we talk about IT monitoring, we mean the monitoring of a system for its functionalities in order to detect failures and their source as quickly as possible. In marketing, monitoring is understood to mean the monitoring of KPIs (e.g. the number of sales transactions in an online shop).

MRM stands for Marketing Resource Management. These are processes and methods for controlling and optimising internal and external marketing and communication resources. The corresponding software support is referred to as the MRM system.

Multichannel marketing is the discipline of managing communication and sales activities across multiple media channels. The goal is to address many people with different channel preferences through the broad use of channels. Offline communication such as print ads, sponsoring, trade fairs & events or direct sales, but also online communication such as SEM, social media marketing, display ads, online PR or E-Mail marketing, are appropriate ways to use the channels. Multichannel marketing often consists of a mix of online and offline measures. In contrast to omnichannel marketing, the channels are used independently of each other and are therefore not interrelated.


Omnichannel Marketing
“Omni” comes from the Latin and means “everyone” or “all”. From a marketing point of view and as an addition to the channels, this refers to the inclusion of all touchpoints in the approach to customers. The touchpoints, which include the offline and online or digital channels, are both sales and information channels.

Online Catalogue
An Online Catalogue is the digital version of a print publication. Online catalogues are linked to additional functions such as searches, page overviews or direct links to online shops. 

On-Premises or On-Prem is a software usage model “on the user’s own premises”. This means that commercial software, whether purchased or rented, is not made available on the provider’s servers, but is operated by the user himself. This can take place both in the user’s own computer centre and in rented servers in computer centres. The counterpart to on-premises is Software-as-a-Service (SaaS).

Open source
Software for which the source code is open and can be viewed by third parties and used free of charge is referred to as open source.



PEO ist eine Abkürzung für „Product Export Option“. Hiermit sind Filter auf Artikel oder Produkte des OMN gemeint, um z.B. unterschiedliche Preise oder Texte für ein Werbemittel oder für einen Webshop definieren zu können.

PIM is an abbreviation for Product Information Management. This means the administration of all product-defining information and its provision for use in output channels. In addition to traditional product master data (item price, technical specifications, etc.), this information also includes advertising texts and associated image material. The supporting technology is called PIM system.

Plug-ins are software extensions that are easy to install and complement the standard solution.

PoS is the abbreviation for point-of-sale. It describes the place of sale of goods or services and functions as an interface between the company and the customer.

Predictive Analytics
Predictive Analytics, also known as Advanced Analytics, is a method of analysis that deals with the probable future. It attempts to identify tendencies, detect deviations from standard values early on and predict future trends as accurately as possible. The focus is on the question “What could or will happen in the future?

Prescriptive Analytics
Prescriptive Analytics deals with the future just like Predictive Analytics. While Predictive Analytics determines probabilities of occurrence for certain events, Prescriptive goes one step further and recommends decisions to lead to optimal results or minimize risks. The question behind Prescriptive Analytics is: What actions should be taken for a given outcome?

Print Publishing
Print Publishing is the publishing of print media (e.g. catalogues, price lists, data sheets, documentation) on the basis of media-neutral data.

Process Management
Process Management is a methodology to analyze and continuously improve processes within Workflow Management. In contrast to Workflow Management, which is located at the operational level, Process Management represents the technical-conceptual level.

Product Attributes
See also Attributes.

Product Communication
Product Communication is market communication that focus on the product to be sold. The main task is the structured preparation, enrichment and distribution of product-relevant information in the appropriate channels.

Product Experience Management

Product Information Management

Product Information Management
PLM is an abbreviation for product lifecycle management. This is an approach that makes it possible to integrate all the information about a product throughout its entire lifecycle – both product data and processes. PLM systems are used to manage and control the information. The difference between a PLM and PIM system is that a PIM system focuses on the current product information and does not include all information about a product. Also, unlike PIM systems, PLM systems do not contain marketing data that supports sales. The focus of PLM is on the product lifecycle phases (concept, design, production, maintenance and disposal), rather than marketing.

PWA stands for “Progressive Web App” and is a method of app development. It enables the properties of apps on web pages. This symbiosis was developed to make double development unnecessary. A responsive or mobile website and an additional native app can be created in one step. PWA can be used without downloading an app, as they are accessed via URLs. In addition, unlike the classic web app, a PWA can be used offline.

PXM is an acronym and stands for Product Experience Management. It supplements the PIM with the area of contextualization. What is meant here is that the descriptive texts and media of a product are provided to the customer individually or in relation to his application, depending on the context. The technical data of a product remain unaffected. PXM, as a further process step between product data enrichment and product data distribution, supports the information needs of customers for different benefits.


Reinforcement learning
An area of machine learning concerned with the development of software agents that learn goal-directed behavior through trial and error in an environment that provides rewards or punishments in response to the agent’s actions (referred to as “policy”) to achieve that goal.

REST API is an abbreviation of the two terms “REST” for REpresentational State Transfer and “API” for Application Programming Interface. The REST API is a programming interface that enables the exchange of information on different systems – especially for Web services. The REST API is based on the paradigms and behavior of the World Wide Web (WWW).

Rich Client
Rich Client, usually also known as Smart-Client, is a client application that executes certain standard functions on the client side, i.e. on the workstations, and leaves the complex applications to the connected servers. Rich Client is also understood to be software that implements application-specific functionality such as the GUI (graphical user interface) and the structure of the software system directly at the client in desktop applications or on mobile platforms.


SaaS is short for Software-as-a-Service. This is a sub-area of cloud computing and represents a software model that enables the user to use software via a web browser. The software is operated and maintained by the respective provider. The counterpart to Software-as-a-Service (SaaS) is On-Premises.

SEA stands for Search Engine Advertising and refers to advertising in search engines such as Google.

SEO is the abbreviation for Search Engine Optimisation. This is the constant optimisation of your own website in order to achieve a better ranking or a better listing in organic searches.

Service Desk
A Service Desk is an issue tracking system or ticket system. It is a software for the receipt, confirmation, classification and processing of customer requests in the form of tickets or cases.

SLA (Service Level Agreement)
SLA is the abbreviation for Service Level Agreement. This is a contract for recurring services between the client and the service provider. The special thing about an SLA is that it defines the service level or quality of service of the service to be provided (e.g. availability, response time, etc.).

Site Map
A Site Map is the hierarchical structure of a website.

SOAP, originally for “Simple Object Access Protocol”, is a network protocol that allows data transfer between systems on the web. It serves as a connection point between the client and a server and enables the services of the server to be executed.

SQL is an abbreviation and stands for “Structured Query Language”. This is a standard programming language for databases. SQL can be used to create database structures in relational databases as well as to edit and query the data sets based on them.



Tagging is an English term that means marking or labeling content. Tags or labels are used to provide content with appropriate keywords. In the DAM context, this refers to the tagging of digital assets in order to find managed files such as images, documents, audios or videos using keywords.

A template forms the basis for the design of documents, websites, catalogues or brochures. With the help of templates, users can fill and complete the corresponding templates with graphic, textual or multimedia content.

Transfer Learning
A modeling approach that uses knowledge acquired in one problem to solve another or related problem, reducing the need for significant additional training data and computation.

Translation Management
Translation Management describes the automation of translation processes during the production of content in different languages. The supporting technology or software is called Translation Management System, or TMS for short.

TMS is the abbreviation for Translation Management System. This is a software for centralizing and automating translation workflows. Using TMS (e.g. Across or Trados), translation jobs can be created and submitted to translation service providers, terminologists, proofreaders and editors. TMS can also be connected to various systems such as a PIM system.


VR (Virtual Reality)
VR stands for “Virtual Reality” and describes a computer-generated, interactive reality.


Web Client
In the client-server model of the World Wide Web, a Web client represents the user side of the Web. Therefore, Web clients are also called browsers. Communication between them takes place according to the request-response procedure (question-answer procedure). The Web client sends a request to the Web server via HTTP and receives the answer via HTML.

Web Server
A Web Server transmits documents to clients such as web browsers. A web server can be understood as the hardware with web server software or just the web server software itself. Web servers are used locally as in a company’s internal intranet but mainly as a WWW service on the internet.

A Webshop, or online store, is a website to sell products or services over the Internet (WWW) (electronic commerce or e-commerce). The websites are based on a store system.

Web-to-Print means the template-based design and individualisation of advertising media without knowledge of special graphics software. Web-to-Print is a sub-sector of web-to-publish.

Web-to-Publish refers to the web-based creation and transmission of documents for various output channels (print, online, mobile). Web-to-Print, which is purely related to print media, is a sub-area of Web-to-Publish.

A whitelist, also known as a white list or positive list, is a list of trusted email senders in email marketing. People or companies that are on a whitelist and are classified as trustworthy can send e-mails directly to the recipient’s mailbox without being marked as spam. The opposite of this is the blacklist.

Workflow Management
A workflow is a sequence of operations. A workflow represents the sequence of corresponding, related work steps and consists of a start event and end result. The methodology behind this is known as workflow management. It aims to design and coordinate the optimal workflows and to check the status of the processing. Since workflow management represents the operative level, it is not the same as process management. The supporting technology or software is called Workflow Management System.

WWW is an abbreviation for World Wide Web. It is a part or a service of the Internet to provide web pages. The contents of a website are displayed using a browser (e.g. Firefox, Internet Explorer or Chrome).


XML stands for “Extensible Markup Language”. This is a text-based format for exchanging structured information. XML is derived from the older standard “SGML (Standard Generalized Markup Language), and is used as a markup language, like HTML, for marking up data. The difference between XML and HTML is that XML is used to structure and meaning data, while HTML focuses on the visual presentation and behavior of data on the Web.