First-party data
Data collected directly by a brand from its own customers and platforms.
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.
Conversion
A desired customer action, such as a purchase or sign-up.
Customer acquisition cost (CAC)
The total cost of acquiring a new customer through marketing efforts.