Web Personalization Glossary
Last update: July 21, 2023
- Topics:
- Web Personalization
Some insights into the world and language of Marketo Web Personalization.
Term | Definition |
---|---|
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. |
Wildcard Examples
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