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• In Marketing refers to the availability of

customers to remain exposed to commercial
stimuli at all times and places thanks to new
mobile devices.
Companies Accelerator
• Public or private entity that helps the creation
and consolidation of startups, most of them with
a strong technological component. The objective
is to get the businesses of these companies to
grow as much as possible in the shortest time,
offering them services such as contact with
investors, shared work space or mentors, in
exchange for a percentage of the income in the
following years. The accelerators were born in the
United States in 2005 and shortly after the trend
took root in Europe. The first accelerator in Spain
was Bbooster Ventures, created in 2010.
Ad Blocker
• Software program used to eliminate or filter
online advertising that appears on web pages
or mobile applications.
Ad Exchange
• It is a virtual advertising market that allows
the meeting between digital advertising
supply and demand through a technological
platform. Through this system, buyers
(demand) and sellers (offer) negotiate the
purchase and sale of advertising space
(formats), usually through real-time bidding.
Ad Network
• Advertising network (wholesaler of digital
advertising media) that sells advertising
spaces and formats to advertisers. Its main
advantage is that it adds the offer of different
media and the advertiser can access them
from a single interlocutor, without the need to
negotiate with the media individually.
Ad Server
• Is a server that stores and distributes advertising
content to multiple websites. Its function is to
serve ads contracted by advertisers each time a
user visits a web page (advertising support). The
adserving process occurs in milliseconds. This is
how it works: a user visits a website, the web
requests advertising from the Ad Server, the
website receives the advertisement and inserts it
into the space contracted and the user sees the
• Term composed of the words advertising
(advertising) and entertainment
(entertainment). It is used to refer to the
advertising that entertains, the entertaining
advertising message or the entertainment
included in the advertisement.
Affiliate Marketing Manager
• Professional in charge of managing the
affiliation channel of a company, searching
and reaching agreements with affiliates,
monitoring campaigns and identifying
opportunities to improve the relationship with
affiliates. Affiliated websites show advertising
for a company in exchange for a fee based on
the sales or actions of users who click on that
• System of remuneration in which a website
agrees to place advertising in exchange for a
commission on the actions carried out, usually
clicks or sales.
• Person who enrolls in an affiliate marketing
program to promote the products among his
audience and take a commission for sale or
• Affinity index, refers to the percentage that
represents our useful audience over the total
or gross audience of the support. Indicates in
which segment the impacts on the target or
target audience are better exploited.
Agile Project Management
• The agile project management techniques
were born in the field of software projects,
but given their effectiveness they have been
extended to other sectors. Agile
methodologies prioritize the capacity of
incorporate unpredictable changes in the
project versus the detailed planning and
• Is a process or sequence of instructions that
must be followed to perform a calculation or
solve a problem, especially in the case of
AMP (Accelerated Mobile Pages)
• Google's open source project for the creation
of web pages that are downloaded faster on
mobile devices.
• Mathematical and statistical processes that
allow converting the data of a system into
practical information for decision making.
Descriptive analytic
• Branch of the analytic that, using
mathematical processes, looks for the
characteristics that define the data analyzed.
Digital analytics
• Digital analytics is the study of data produced in visits
and transactions on websites in order to obtain direct
knowledge about the market and the audience, make
reasoned decisions and improve both audience and
commercial results. It is based on the collection of
information from visitors to a website and its actions.
Among the objectives are to improve the ROI of
marketing, advertising or sales campaigns, improve the
usability of a website or improve the positioning of a
website in search engines. The digital analytics allows
to measure each one the actions and results in real
Predictive analytics
• Branch of analytics that predicts future
scenarios through mathematical calculations.
• Linux-based operating system designed for
mobile devices with touch screen, such as
smartphones, tablets, smartwatches, smart TV
and cars. It was developed by Android Inc., a
company that acquired Google in 2005
• Person or company that wants to sell or
promote your product, service or event, for
which it contracts advertising spaces in online
and offline media (periodicals, websites,
public spaces, etc.). The media receive
compensation in exchange for displaying the
advertising of the advertiser.
Apache Software Foundation
• Non-profit foundation responsible for the
development of software for Apache web
servers and some of the most used platforms
in Big Data, such as Hadoop or Spark.
API (Application Programming
• Set of subroutines, functions and procedures
(or methods, in object-oriented programming)
that is offered as a library to be used by other
software as an abstraction layer. They are
generally used in programming libraries.
Applications (Apps):
• Software programs for mobile devices that
add different functionalities. The current
manufacturers of mobile operating systems
(such as Apple or Google / Android) allow the
creation of apps to any external developer
that complies with the established rules.
Native App
• Application that is developed specifically for a
specific operating system, using a
programming platform called Software
Development Kit or SDK.
App Store
• Apple's platform from which you can
download applications for iPhone, iPad or
iWatch devices or Mac computers.
Application as a Service (AaaS):
• Distribution of applications as a service
through the web. See Software as a Service
Unsupervised learning
• In the field of machine learning, it is a learning
algorithm by which the machine can infer
answers from some input data, but without
desired answers. The most common method is
called Cluster Analysis, whereby the machine
finds hidden patterns in a group of data.
Semi-supervised learning
• Combination of the previous two.
Supervised learning
• In the field of machine learning, it is the
process by which the machine learns a task or
infers a function from the sample data
supplied to it. Each example consists of an
input object and a desired output value called
supervision signal.
FLA file (.fla)
• Source file created in the Flash editor tool.
This type of file can only be opened in the
Flash application for modification.
FLV file (.flv)
• Video file that contains encoded audio and
video data to be sent through Flash Video
SWF file (.swf)
• Is the compiled version of the FLA (.fla) file
optimized for the web. This file can be played
in browsers, but it is not editable in Flash.
Data Architect
• Professional who defines the data model of a
company, the structure of databases and their
integration models.
ASO (App Store Optimization)
• Set of actions to improve the positioning of an
application in the search results of the main
application stores.
• Set of consumers of a medium on which you
want to perform an action. They must have
common characteristics and different from
other people who are not part of that group.
Personalized audience
• Set of people that are part of a segment of
interest to the company and that are also part
of a company database.
B2B (Business to Business)
• Business relationship between companies.
The target customer of a brand is another
company, not a final consumer.
B2C (Business to Consumer)
• Business relationship between the company
and the final consumer. Your target customer
is the individual consumer and not another
• Is a type of advertising format on a web page
that links to an advertiser page called landing
• Is an electronic file system. It allows to
organize large amounts of information
contained in a digital medium.
• It is a low consumption device that emits a
signal. They are small enough to be fixed on a
wall or a counter. It uses Bluetooth connection
to transmit messages or warnings directly to a
mobile device within a radius of 200 meters.
They are small in size and their battery can
last up to almost two years. For example, a
beacon can launch advertising or offers from a
store to the devices that are around.
Behavioral Data
• Is the information about the types of websites
that the user visits, the search words he uses,
Behavioral Economics
• Branch of psychology applied to the decision-
making processes of individuals and economic
Behavioral Targeting
• Marketing technique that allows you to create
user segments based on their behavior.
Below the line
• In marketing, this term refers to advertising
messages aimed at a very specific market. This
implies the use of non-mass forms of
communication aimed at specific market
Bidding Strategy
• Bid strategy, defines how to calculate an offer
in an ad auction. You can pay for CPM
(thousand ad impressions) or CPC (cost per
user click).
Big Data
• Set of technologies and processes that allow
capturing and storing and analyzing huge
amounts of data from different origins and
typologies, with greater volume, speed,
variety, truthfulness and value.
• Technique to construct entities that resemble
in their characteristics and capacities to
biological organisms. Technology that imitates
nature. It is increasingly used to improve the
effectiveness of certain products.
• Minimum storage unit in a digital medium. It
can only contain a "0" or a "1".
• Criptodivisa conceived in 2009 by Satoshi
Nakamoto. The term also applies to the
protocol and to the P2P network that supports
it. It is used in digital transactions and does
not belong to any state or institution.
• Is an editorial platform that facilitates the
creation of a web page in which the content
usually appears in reverse chronological order,
that is, the last publication is located in the
first position. They usually encourage
audience participation through comments and
mentions in social networks.
• Is the author of a blog.
Bluetooth LE (Low Energy)
• Is an open wireless communication
technology that allows communication
between mobile devices or computers and
other smaller devices, usually powered by
batteries. It was designed to work with low
power consumption.
• The word bot is the apheresis of a robot. It is a
computer program that imitates human behavior.
They are usually used for telephone
conversations. Other types of bots can answer
messages in chats and provide a substitute
service to the human in some interactions thanks
to artificial intelligence. Web page crawlers called
spiders are also bots. Sometimes bots are used
with illegal or illegitimate practices such as the
artificial generation of traffic on a website, or the
monitoring of accounts on social networks to buy
and sell followers and "likes".
Brand Day
• Is the name given to the practice of buying the
total advertising space of a website or specific
section of a website for a limited period of
time, usually 24 hours.
Branded Content
• Strategy consisting in the presentation of a
brand within the content of the site, to
increase its acceptance among the target
• In marketing refers to the process of creating
and growing the recognition of a brand (in
English, Brand Equity) through the strategic
plan of the brand linked directly or indirectly
to the name and logo that identify it.
Emotional branding
• Strategy to connect a brand and its potential
audience, developing personalizations
according to different groups of consumers
through intuitive and emotional strategies
that facilitate interactivity with the user. It
seeks to create value propositions and brand
experiences, through which the consumer not
only buys products that satisfy their needs,
but also acquires the experiences and
experiences generated by that product.
• Refers to the document that in advertising and
marketing provides an advertiser to the
advertising agency, which reflects the
characteristics of a campaign, information of
the company, the target or target audience to
which it is addressed and its objectives.
Burndown Chart
• Literally, "burn chart". Table that, in the Scrum
methodology of agile project management,
shows the rhythm at which the team fulfills
the daily tasks.
Business Angel
• Individual or legal entity that provides
financing, experience, contacts or a
combination of all these elements to
entrepreneurs, in order to obtain future
profitability through participation in the new
Business Intelligence
• Term before the appearance of Big Data, used
to describe some techniques of predictive
analytics from the analysis of the data of a
Buyer Person
• Is a fictitious representation of our final or
potential consumer constructed from
demographic, behavioral, needs and
motivations information. It aims to put
yourself in the place of the target audience to
understand what they need from a company.
Buzz Marketing
• Marketing strategy consisting of listening and
generating Internet conversations about a
brand. It is known as "word of mouth"
marketing. It is a very effective way to
influence the buying process of a client.
BYOD (Bring Your Own Device)
• Business policy that employees bring their own devices to
their workplace to access company resources such as email,
databases, servers organization, etc. It responds to the fact
that many workers feel more comfortable in this way and
also allows them to have more flexibility in terms of
schedules or physical place to work, which translates into
higher performance. However, some companies believe
that the security of the corporate network and confidential
information to which workers have access in their day-to-
day work can be endangered. These risks can be overcome
with an adequate security policy and with the training of
employees for the correct use of information and the
corporate network.
C2C (consumer to consumer)
• Business model in which a digital platform
facilitates contact between users to carry out
commercial transactions, such as the sale of
used items. EBay auction site is a classic
example of C2C service.
• Graphic tool to develop new business models
devised by Alex Osterwalder in 2008 and
published in his book "Business Model
Generation". It falls within the so-called agile
business development methodologies. The
CANVAS technique structures business models
in nine blocks: value proposition, segments,
channels, customer relations, alliances, key
activities, key resources, revenues and
Car Play
• Standard created by Apple so that the
applications of its devices with iOS operating
system can communicate with systems
integrated in cars of various manufacturers.
Car Sharing
• Limited time loan or vehicle rental system. It
arises as an offer addressed to those who do
not want a vehicle in property but need it to
move. In general, the service is offered by
companies or public institutions and is part of
the collaborative economy.
CDN (Content Delivery Network)
• Is a set of servers in different points of a
network that contain copies of data (web
objects, multimedia files, software,
documents, applications, real-time media) to
accelerate and optimize the delivery of
content to the users of a website
CDO (Chief Data Officer)
• Is the executive responsible for designing the
digital strategy of a company. Its mission is to
ensure that all members of the online
environment work in the same line to achieve the
objectives set. He is responsible for creating the
digital identity of the brand and the
values ​associated with it, as well as the selection
of professionals to achieve their objectives. Must
have knowledge of marketing, analytics, strategy
and team management.
CEC (Chief Executive Customer)
• Refers to the consumer as the chief executive of a
company. Recognizes the growing power in the
hands of individuals through the use of mobile
and social technologies, in the face of the
fragmentation and loss of relevance of the mass
media. Users thus become the main prescribers
of products and services compared to other
individuals, having moved from a communication
based on impacts (impressions) to real
experiences (expressions).
CEO (Chief Executive Officer)
• CEO or CEO of a company.
• Discipline that studies the protection of
computer networks through standards,
protocols, methods, rules, tools and laws
designed to minimize possible risks to
infrastructure or information. Cybersecurity
includes both software (databases, metadata,
files, etc.) and hardware (computers,
electronic devices, etc.).
CIO (Chief Information Officer)
• Executive in charge of the management of a
company's systems and its digital transformation
strategy. They diagnose the state in which the
company is located and decide which
technological tools are necessary for the
digitalization. They also define the strategy of
cultural change in the template for the transition
to work with data. They are usually on the
steering committee and have clear business
orientation, with a combination of knowledge
about technology, systems and operations.
• Set of data generated by users in their
navigation within a website, and which are
collected thanks to cookies.
• Model of data storage in virtualized
environments. Data and applications no
longer reside on a local computer, but are
hosted and run on remote servers accessed
through the Internet.
Cloud Computing
• Paradigm that allows to offer computer
services through cloud systems on the
• In the field of advertising, refers to a group of
people with a similar profile, a group or a
category of users.
CMO (Chief Marketing Officer)
• Is the professional who designs the digital
marketing strategy. You must supervise the
creation of content related to the brand, the
search engine strategy and track the web
analytics. He is also responsible for the
creation and subsequent monitoring of
campaigns in the chosen channels. They are
professionals trained in marketing and
advertising with knowledge about business
(Content Management Optimization)
• Management and optimization of own media
(a brand speaks of itself), paid media (others
speak of a brand because the brand pays) and
the means earned (others speak of a brand
because of its merits).
CMS (Content Management System)
• Computer system that allows creating a
support structure for the creation and
administration of content by administrators or
editors, mainly on websites.
• Number of individuals who have been in
contact with a campaign at least once. The
coverage can be expressed in thousands of
individuals or in percentage. It always refers to
a target audience or population group with
common characteristics (usually
sociodemographic variables).
QR Code (Quick Response Code)
• A two-dimensional dot matrix or bar code that
stores information that can be decoded with
an application for that purpose, usually a web
address. In its advertising application, QR
codes are printed on products, press
announcements, posters and many other
Community Manager
• Professional responsible for creating and
managing the online community of a brand. It
dynamizes the campaigns in social networks,
writes the contents in the terms agreed in the
network plan and looks for relationships with
bloggers. Moderates user conversations and
prepares potential brand reputation crises.
Monitor the mentions, comments and actions
of the brand.
Programmatic purchase
• Automation of the processes of buying
advertising spaces and audiences. It works
with computer programs connected to each
other to cross demand and offer requests in
real time and feeds data to achieve a greater
affinity of the advertising impact with the
desired audience.
• Internet marketing research company that
provides data on audiences and research
services of the largest Internet companies.
• In the collaborative economy refers to all those groups
that, based on network externalities, and relying on
technological platforms, are grouped to carry out
activities that previously could only be undertaken in
local and known areas. An example is the financing of
small business projects. Thanks to the crowdfunding
platforms (community financing) any entrepreneur can
access potential mini-investors anywhere in the world.
Other relevant examples are networks of co-
consumption (shared consumption), Car or RideSharing
(cars or shared trips), CouchSurfing (shared hosting),
Coworking (shared work spaces) or Crowdsourcing
(creation and shared design).
• It is a trend by which information technologies
are first adopted by the consumer or user, and
then spread to companies, commercial and
governmental organizations.
Collaborative consumption
• Proposes to share the goods against owning
them, and focus on putting into circulation
everything that already exists.
On-the-go Consumption
• In marketing refers to the immediacy with
which consumption is made. The "here and
now" (here and now) or "on the fly" (on-the-
go) are current consumption trends.
Content Manager
• Professional who creates the contents, usually
text and images, for the different supports of
the company, the corporate website, the blog
or the social networks that will then be
managed by a Community Manager. He is
responsible for the image and brand values ​in
the networks.
• In digital marketing it describes the moment
in which a user completes a key action that a
company has set as target, usually an online
sale. In other cases it may be to fill out a form,
a subscription or a subscription to a
• Small text files, often encrypted, that are
stored on the user's computer of a website.
They are used to facilitate user navigation (for
example, remembering your preferences on
the site) and to register the actions associated
with that profile. Disabling cookies can cause
certain functions of a website to become
• Legal right granted by the law of a given
country that grants the creator of an original
work rights for its use and distribution of
copies for a limited time. These rights are
limited by the copyright law of each country.
Core Business
• Main activity of a company, the core of your