Some insights into the world and language of Marketo Web Personalization.
|Anonymous Visitor||A web visitor who never filled out a form or left their details on the website.|
|Web Campaign||A customized reaction associated with a specific segment. With Web Personalization, web campaigns include Dialogs, In Zones and Widgets.|
|Clickstream||The visitor’s activity and URL path on the site and how long they visited each page|
|ISP||Internet Service Provider|
|Known Visitor||A web visitor who has completed a form and left their details (email address) on your website or clicked a link in a Marketo email.|
|Account List||A list of key account / organization names. Also known as an Account-Based Marketing (ABM) list.|
|Segments||A collection of visitors that meet the specified criteria defined in the ‘Set a Segment’ page.|
|Split Testing||A testing experiment with two or more variants to measure the difference in results. The goal is to identify changes to web pages that increase or maximize an outcome of interest.|
|Wildcard||A wildcard character (* is used) that is used before or after a string to substitute for any other character or characters in a string. See the examples below.|
Here are three ways you can use a wildcard in Web Personalization.
Match all visitors on page URLs that end with pricing (for example, www.marketo.com/pricing)::)
Match all visitors on page URLs that start with https:// (for example, https://www.marketo.com):)
Match all visitors on page URLs that include the word backup (for example, https://www.marketo.com/backup/pricing.html)::)