Find the term. Understand the work.
Find clear definitions for the commercial growth, customer intelligence, acquisition and customer lifecycle terms used across GWO SEVO’s website.
Quick Reference
Most searched terms
- Commercial growth The combined work of acquiring customers, converting demand, improving customer experience, growing customer relationships and making better commercial decisions from data. View Definition
- Customer intelligence The process of organising and interpreting customer, audience and market data so teams can make informed decisions about targeting, engagement, service and customer value. View Definition
- Integrated Service Solution One of GWO SEVO’s seven primary offers. Each package begins with a commercial problem and intended outcome, then brings together the capabilities needed to address it. View Definition
- Customer lifecycle management The coordinated work across onboarding, ongoing engagement, retention, upsell, cross-sell and reactivation, supported by customer operations and intelligence. View Definition
- Audience monetisation Using segmentation, insight, campaign intelligence and commercial planning to identify ways customer or audience assets may support measurable value. View Definition
- Customer acquisition The work of finding prospective customers, creating demand and converting the right people or organisations into customers. View Definition
A–Z Directory
All glossary terms
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A
- Abandoned call
- An inbound call ended by the caller before reaching an agent or approved completion point.
- Abandonment rate
- The percentage of eligible inbound contacts ended before service, calculated with a stated threshold and channel definition.
- Account
- A customer or prospective organisation represented as a managed record across sales, service or relationship systems.
- Account-based marketing ABM
- A coordinated approach that focuses marketing and sales activity on a defined set of priority organisations and relevant decision-makers.
- Acquisition campaign
- A coordinated set of messages, channels and actions intended to attract and convert a defined audience.
- Acquisition channel
- A route used to reach and convert prospective customers, such as search, affiliates, partners, paid media or direct outreach.
- Acquisition cost
- The amount spent to gain a defined customer, lead or other commercial outcome, calculated with stated costs and rules.
- Acquisition funnel
- A model of the stages a prospective customer moves through from first exposure to a defined conversion.
- Action plan
- A practical record of agreed actions, owners, timing and dependencies needed to move from diagnosis to execution.
- Activation
- The point at which a new user or customer completes a defined action that indicates meaningful initial use or value.
- Active customer
- A customer who meets the organisation’s stated activity criteria within a defined period.
- Ad click
- A recorded interaction in which a person selects a digital advertisement to visit its linked destination.
- Ad creative
- The words, images, video or other material presented to an audience within an advertisement.
- Ad frequency
- The average number of times an advertisement is shown to each person in the measured audience.
- Ad impression
- A recorded instance of an advertisement being served or displayed, whether or not the person engages with it.
- Adoption
- The extent to which intended users begin and continue using a product, service, feature or process.
- Ad placement
- The specific location, format or inventory position where an advertisement appears.
- Ad spend
- The amount paid to media platforms, publishers or partners to distribute advertising during a stated period.
- Advocacy
- Voluntary support expressed when a customer or stakeholder recommends, endorses or speaks positively about an organisation or offer.
- Affiliate
- An approved person or organisation that promotes an offer under agreed tracking, eligibility and reward terms.
- Affiliate and Growth Marketing
- A GWO SEVO Strategic Service Line focused on customer acquisition through affiliates, performance marketing, partners, and organic and direct lead-generation channels.
- Affiliate attribution
- The rules used to decide which affiliate receives credit for a tracked action or conversion.
- Affiliate campaign
- A coordinated promotion in which approved affiliates share a defined offer with eligible audiences under agreed terms.
- Affiliate commission
- The agreed reward payable to an affiliate after a qualifying tracked action meets the programme’s terms.
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