Conversion
A desired customer action, such as a purchase or sign-up.
More General terms
Behavioral data
Information about how customers act, such as purchase patterns, browsing history, and engagement depth, used to build more accurate predictive models.
Bottom-of-funnel
The final stage of the marketing funnel where customers are closest to converting.
Churn
When an existing customer stops purchasing from or engaging with a brand; predictive models can flag churn risk early so retention efforts can kick in before customers disengage.
Customer acquisition cost (CAC)
The total cost of acquiring a new customer through marketing efforts.
Customer lifetime value (CLV or LTV)
The total revenue a brand can expect from a single customer over the course of their relationship with the brand.