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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

  1. 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
  2. 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
  3. 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
  4. Customer lifecycle management The coordinated work across onboarding, ongoing engagement, retention, upsell, cross-sell and reactivation, supported by customer operations and intelligence. View Definition
  5. Audience monetisation Using segmentation, insight, campaign intelligence and commercial planning to identify ways customer or audience assets may support measurable value. View Definition
  6. 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

Choose a letter to browse, or search by term, acronym or related topic.

A

Audience monetisation
Using segmentation, insight, campaign intelligence and commercial planning to identify ways customer or audience assets may support measurable value.
Audience Monetisation and Customer Intelligence Programme
A GWO SEVO Integrated Service Solution that helps organisations turn customer and audience assets into intelligence and commercial value.
Audience overlap
The extent to which the same eligible people or accounts appear in two or more audience groups.
Audience profile
A documented description of a defined audience using relevant characteristics, needs and behaviours supported by available data.
Audience reach
The number or proportion of distinct eligible people exposed through a channel, platform or campaign within a stated period.
Audience segmentation Segmentation
Organising an audience into useful groups based on relevant, permitted information so targeting, service or analysis can be more specific.
Audience taxonomy
An agreed classification used to name and organise audience groups consistently.
Audit
A structured examination of records, processes or performance against defined questions, criteria or evidence.
Authority building
The sustained work of earning relevant recognition and trust through useful expertise, credible evidence and consistent public contribution.
Automation
The use of configured technology to complete a defined task or workflow step with limited manual action and appropriate controls.
Average deal size
The average recorded value of deals won within a defined period, segment and calculation scope.
Average handle time AHT
The average time used to handle an eligible interaction, including defined talk, hold and after-contact work.
Average speed of answer ASA
The average time eligible callers wait before an agent answers, calculated under stated queue rules.
Awareness
The extent to which a defined audience recognises or recalls an organisation, person, product, service or issue.

B

Behavioural data
Information generated by recorded actions or interactions, such as visits, purchases, responses or product use.
Brand authority
The degree to which a defined audience regards a brand as a credible source or capable participant in its field.
Brand awareness
The level of recognition or recall a brand has among a defined audience, measured using stated methods.
Brand credibility
The extent to which an audience finds a brand’s claims, conduct and communications believable and dependable.
Brand message
A clear statement of what a brand wants a defined audience to understand about its relevance, offer or point of view.
Business development
The work of creating and progressing commercial relationships, partnerships and opportunities that fit an organisation’s strategy.
Business rule
An approved condition that determines how a process, decision or system should behave in a defined situation.
Buyer
The person or organisation responsible for evaluating, approving or purchasing a product or service.
Buyer journey
The stages and interactions a prospective customer experiences while recognising a need, evaluating options and making a decision.
Buyer persona
A research-based representation of a buyer type used to organise relevant needs, behaviours and decision criteria.

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