The Big Book of Tech

THE BIG BOOK OF TECH

A MARKETER’S GUIDE TO INDUSTRY

LINGO & A FRIENDLY INTRO TO AI

tech marketing starts with knowledge

It’s no secret that technology has only grown over the past 50 years - and it’s not stopping anytime soon. As a marketer in the tech industry, in order to sell the product, you have to understand it. This can be overwhelming in a world of words like SaaS, GDPR, and UX. But don’t worry - we’ve got you covered. The Big Book of Tech is your guide to technology vocabulary words and jargon as well as AI.

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INTRO BASICS INTRO TO

SOURCES

The Basics

Basics

BIG DATA

extremely large data sets that may be analyzed computationally to reveal patterns, trends, and associations, especially relating to human behavior and interactions. [BIG] [DAY]+[TUH]

CRM

CUSTOMER RELATIONSHIP MANAGEMENT

[KUH]+[STUH]+[MR] [RELAY]+[SHUN]+[SHUP] [MAN]+[IJ]+[MUHNT]

the combination of practices, strategies and technologies that companies use to manage and analyze customer interactions and data throughout the customer lifecycle.

CTR CTR

[KLIK] [THROO] [RAYT] Click through rate

the number of clicks that your ad receives divided by the number of times your ad is shown.

cookie Cookie

[KU] + [KEE]

a piece of data from a website that is stored within a web browser that the website can retrieve at a later time.

data

data Analytics

Analytics

[DAY]+[TUH] [A]+[NUH]+[LI]+[TUHKS]

is the science of analyzing raw data to make conclusions about information.

data mining

[DAY]+[TUH] [MAI]+[NUHNG]

the practice of analyzing large databases in order to generate new information.

GDPR GDPR

GENERAL DATA PROTECTION REGULATION

a data privacy regulation from Europe that grants rights to individuals in the EU/EEA over how their personal information gets processed, irrespective of whether the processing occurs online or offline.

IOT

IoT

internet of things

[IN]+[TR]+[NET] [UHV] [THINGZ]

describes the network of physical objects—“things”— that are embedded with sensors, software, and other technologies for the purpose of connecting and exchanging data with other devices and systems over the internet.

SEO

search enginge optimization [SURCH] [EN]+[JUHN] [AAP]+[TUH]+[MUH]+[ZAY]+[SHN]

the process of improving your website to increase its visibility in Google, Microsoft Bing, and other search engines whenever people search.

Saas

sOFTWARE AS A SERVICE [SASS]

a method of software delivery and licensing in which software is accessed online via a subscription, rather than bought and installed on individual computers.

UX

USER EXPERIENCE

[YOO]+[ZR] [UHK]+[SPEE]+[REE]+[UHNS]

encompasses all aspects of the enduser’s interaction with the company, its services, and its products.

GEOtargeting GEOtargeting

a type of advertising that uses location data to reach consumers with messaging appropriate to their locality and behavior. [GEE]+[OH] [TAAR]+[GUH]+[TUHNG]

predictive analytics

[PRUH]+[DIK]+[TUHV] [A]+[NUH]+[LI]+[TUHKS]

is the use of data to predict future trends and events. It uses historical data to forecast potential scenarios that can help drive strategic decisions.

social listening

[SOW]+[SHUL]

[LI]+[SUH]+[NUHNG]

the activity of monitoring and analyzing social media content that is related to or relevant for one’s product or brand, as a means of improving customer outreach, product development, etc.

tokenization

[TOE]+[KHUN]+[I]+[ZAY]+[SHUN]

a process by which a piece of sensitive data, such as a credit card number, is replaced by a surrogate value known as a token.

landing page

[LAN]+[DUHNG] [PAYJ]

the section of a website accessed by clicking a hyperlink on another web page, typically the website’s home page.

adtech

ADVERTISING TECHNOLOGY

[AD]+[VR]+[TAI]+[ZUHNG] [TEK]+[NAA]+[LA]+[GEE]

set of technologies used for managing advertisements across channels, including search, display, video, mobile and social, with functions for targeting, design, bid management, analytics, optimization and automation of digital advertising.

chatbot

a computer program designed to simulate conversation with human users, especially over the internet. [CHAT]+[BOT]

QR CODE

[KYOO]+[ARE] [KOWD]

a machine-readable code consisting of an array of black and white squares, typically used for storing URLs or other information for reading by the camera on a smartphone.

retargeting

[REE]+[TAR]+[GHET]+[ING]

an online advertising method of reaching out to previous visitors of your website or app, often by displaying ads or sending emails.

Commerce media

[KAA]+[MRS] [MEE]+[DEE]+[UH]

a new form of advertising that closes the loop between media impressions and commerce transactions to improve targeting, provide new audience insights, and deliver more relevant and valuable experiences for consumers.

sandbox environment

[SAND]+[BAHKS] [UHN]+[VAI]+[URN]+[MUHNT]

isolated virtual machine in which potentially unsafe software code can execute without affecting network resources or local applications.

viral marketing

[VAI]+[RUHL]

[MAAR]+[KUH]+[TUHNG]

a method of marketing whereby consumers are encouraged to share information about a company’s goods or services via the internet.

[WEH]+[BUH]+[NAAR]

a seminar or other presentation that takes place on the internet, allowing participants in different locations to see and hear the presenter, ask questions, and sometimes answer polls.

webinar

UTM

URCHIN TRACKING MODULE

[UR]+[CHN]

[TRA]+[KUHNG]

[MAA]+[JOOL]

a simple code that can be attached to any URL to generate Google Analytics data for digital campaigns.

UTM

Cyber Security

[SAI]+[BR]

[SUH]+[KYUR]+[UH]+[TEE]

the art of protecting networks, devices, and data from unauthorized access or criminal use and the practice of ensuring confidentiality, integrity, and availability of information.

intro

to ai

AI

ARTIFICIAL INTELLIGENCE

[AAR]+[TUH]+[FI]+[SCHL] [UHN]+[TEH]+[LUH]+[JNS] the theory and development of computer systems able to perform tasks that normally require human intelligence, such as visual perception, speech recognition, decision-making, and translation between languages.

INTRO TO AI AI

COMMON platforms

- ChatGPT: Chatbot

- Grammarly: Grammar Check

- PhotoRoom: Background Remover

- Brand24: Social Listening

- Originality AI: Originality Checker

- DALL E 3: Image Creation

- Jasper: Copywriting

INTRO TO AI

applying to marketing applying to marketing

To illustrate how AI can be helpful to marketers, we’re breaking down a real life examples.

EXAMPLE 1

Your boss tasks you with coming up with creative names for cocktails at a happy hour you’re hosting. Instead of having to go to a dictionary to scrounge up words that will rhyme, you can use ChatGPT, “Come up with creative cocktail names with a technology theme.”

INTRO

TO AI

EXAMPLE 2

You’re on a time crunch trying to work with a client to throw a joint dinner at an upcoming industry event. You’re firing off emails to make sure you place the order for the co-marketing materials in time. You can use Grammarly to quickly ensure your emails make sense and don’t have any typos.

EXAMPLE 3

You’re crafting a social media post to promote a talk your CEO is giving. You use PhotoRoom to remove the background of their headshot and use Jasper to come up with copy for the caption.

Sources

Click-Through-Rate:

“Clickthrough Rate (CTR): Definition.” Google Ads Help, Google, support.google.com/google-ads/ answer/2615875?hl=en#:~:text=Clickthrough%20rate%20(CTR)%20can%20be,your%20CTR%20would%20be%20

5%25. Accessed 25 Feb. 2024.

Cookies:

“Cookies.” Definition, Trend Micro, www.trendmicro.com/vinfo/us/security/definition/cookies. Accessed 24 Feb. 2024.

Data Analytics:

Frankenfield, Jake. “Data Analytics: What It Is, How It’s Used, and 4 Basic Techniques.” Investopedia, Investopedia, www.investopedia.com/terms/d/data-analytics.asp. Accessed 25 Feb. 2024.

Data Mining:

“Data Mining Definition & Usage Examples.” Dictionary.Com, Dictionary.com, www.dictionary.com/ browse/data%20mining. Accessed 25 Feb. 2024.

GDPR:

Teodor Stanciu, CIPP/E. “GDPR for Dummies.” Termly, Termly, 11 Jan. 2024, termly.io/resources/ articles/gdpr-for-dummies/#:~:text=%E2%80%94%20The%20GDPR%20is%20a%20data,The%20GDPR%20is%20 technology%2Dneutral. Accessed 20 Feb. 2024.

IoT:

“What Is the Internet of Things (IOT)?” What Is the Internet of Things (IoT)?, Oracle, Oracle, www.oracle.com/internet-of-things/what-is-iot/. Accessed 25 Feb. 2024.

SEO:

“What Is SEO - Search Engine Optimization?” Search Engine Land, Search Engine Land, 6 Dec. 2023, searchengineland com/guide/what-is-seo. Accessed 20 Feb. 2024.

UX:

Norman, Don, and Jakob Nielsen. “The Definition of User Experience (UX).” Nielsen Norman Group, Nielsen Norman Group, 19 Jan. 2024, www.nngroup.com/articles/definition-user-experience/. Accessed 20 Feb. 2024.

Geotargeting:

Genchur, Nicole. “What Is Geotargeting Advertising? 2023 Guide.” GroundTruth, GroundTruth, 7 Feb. 2024, www.groundtruth.com/insight/geotargeting-101/. Accessed 20 Feb. 2024.

Predictive Analytics:

“What Is Predictive Analytics? 5 Examples: HBS Online.” Business Insights Blog, President and Fellows of Harvard College, 26 Oct. 2021, online.hbs.edu/blog/post/predictive-analytics. Accessed 24 Feb. 2024.

Social Listening:

“Social Media - Oxford English Dictionary.” Oxford Languages, Oxford University Press, www.oed. com/view/Entry/183739?redirectedFrom=social+media. Accessed 24 Feb. 2024.

Tokenization:

“Definition of Tokenization - Gartner Information Technology Glossary.” Gartner, Gartner, www. gartner.com/en/information-technology/glossary/tokenization. Accessed 20 Feb. 2024.

Landing Page:

“Landing-Page Noun - Definition, Pictures, Pronunciation and Usage ...” Oxford Languages, Oxford University Press, www.oxfordlearnersdictionaries.com/us/definition/american_english/ landing-page. Accessed 20 Feb. 2024.

AdTech:

“Definition of AD Tech - Gartner Information Technology Glossary.” Gartner, Gartner, www. gartner.com/en/information-technology/glossary/ad-tech. Accessed 20 Feb. 2024.

QR Code:

“QR-Codetm Noun - Definition, Pictures, Pronunciation and Usage ...” Oxford Languages, Oxford University Press, www.oxfordlearnersdictionaries.com/us/definition/english/qr-codetm. Accessed 20 Feb. 2024.

Retargeting:

“Retargeting.” Sprout Social, Sprout Social, 29 June 2022, sproutsocial.com/glossary/ retargeting/. Accessed 20 Feb. 2024.

Sandbox:

“What Is a Sandbox Environment? Meaning & Setup: Proofpoint Us.” Proofpoint, Proofpoint, 12 Feb. 2024, www.proofpoint.com/us/threat-reference/sandbox. Accessed 20 Feb. 2024.

Geotargeting:

Genchur, Nicole. “What Is Geotargeting Advertising? 2023 Guide.” GroundTruth, Groundtruth, 7 Feb. 2024, www.groundtruth.com/insight/geotargeting-101/. Accessed 20 Feb. 2024.

Big Data:

“Big Data in Decision Making.” Lumen Learning, Lumen Waymaker, https://courses.lumenlearning. com/wm-organizationalbehavior/chapter/big-data-in-decision-making/#:~:text=The%20term%20 %E2%80%9Cbig%20data%E2%80%9D%20is,to%20human%20behavior%20and%20interactions. Accessed 20 Feb. 2024.

Saas:

“Software as a Service (Saas).” Dialogic, Dialogic Corporation, https://www.dialogic.com/ glossary/software-as-a-service-saas#:~:text=Software%20as%20a%20Service%20(SaaS)%20is%20a%20 method%20of%20software,and%20configured%20on%20individual%20machines. Accessed 20 Feb. 2024.

Chatbot:

“Chatbot.” Oxford Languages, Oxford University Press, https://www.oed.com/dictionary/ chatbot_n?tl=true. Accessed 20 Feb. 2024.

Viral Marketing:

“Viral Marketing.” Oxford Learner’s Dictionary, Oxford University Press, https://www. oxfordlearnersdictionaries.com/us/definition/english/viral-marketing#:~:text=%E2%80%8Ba%20 way%20of%20advertising,email%20and%20the%20internetc2

Webinar:

“Webinar.” Dictionary.com, Dictionary.com, https://www.dictionary.com/browse/webinar. Accessed 20 Feb. 2024.

UTM:

Kranz, Jeffery. “The Complete Guide to UTM Codes: How to Track Every Link and All the Traffic From Social Media.” Buffer, Buffer, https://buffer.com/library/utm-guide/. Accessed 20 Feb. 2024.

Cyber Security:

“What is Cybersecurity?” America’s Cyber Defense Agency, U.S. Department Homeland Security, https://www.cisa.gov/news-events/news/what-cybersecurity. Accessed 20 Feb. 2024.

Commerce Media:

Brodherson, Marc. “Commerce media: The new force transforming advertising.” McKinsey & Company, McKinsey & Company, 05 July 2022, https://www.mckinsey.com/capabilities/growth-marketing-andsales/our-insights/commerce-media-the-new-force-transforming-advertising. Accessed 20 Feb. 2024.

The Big Book of Tech