AIDA – Attention, Interest, Desire, Action
AJAX – Asynchronous Javascript and XML
API – Application program interface
AOV – Average order value
AR – Augmented reality
ASP – Application service provider
ATD – Agency trading desk
B2B – Business to business
B2C – Business to consumer
CLV – Customer lifetime value
CMS – Content management system
CPA – Cost per acquisition / action
CPC – Cost per click
CPL – Cost per lead
CPM – Cost per thousand
CPV – Cost per view (see also PPV)
CR – Conversion rate
CRM – Customer relationship management
CRO – Conversion rate optimisation
CSS – Cascading style sheets
CTA – Call to action
CTR – Click-through rate
CX – Customer experience
DM – Direct mail (or ‘Direct message’, in Twitter circles)
DMP – Data management platform
DNS – Domain name system
DR – Direct response
DSP – Demand-side platform
ECPM – Effective CPM
EPC – Earnings per click
EPM – Earnings per thousand
ESP – Email service provider
FB – Facebook
FBML – Facebook Markup Language
FTP – File transfer protocol
GA – Google Analytics
HIPPO – Highest paid person’s opinion
HTML – HyperText Markup Language
HTTP – Hyper Text Transfer Protocol
HTTPS – Hyper Text Transfer Protocol Secure
IM – Instant Messaging
IMAP – Internet Message Access Protocol
IP – Intellectual property (or ‘Internet Protocol’)
IPTV – Internet protocol television
ISP – Internet service provider
KPI – Key performance indicator
LTV – Lifetime value
MoM – Month on month
MLM – Multi-level marketing
MVT – Multivariate testing
OEM – Original equipment manufacturer
OS – Operating system (sometimes this is used for ‘open source’)
PHP – PHP Hypertext Preprocessor
POS – Point of sale
PPC – Pay per click
PPL – Pay per lead
PPV – Pay per view
PR – PageRank
PV – Pageviews
QA – Quality assurance
QR Code – Quick response code
QS – Quality score
RFI – Request for information
RFP – Request for proposal
ROI – Return on investment
RON – Run of network
ROR – Ruby on Rails
ROS – Run of site
RSS – Really Simple Syndication
RT – Retweet
RTB – Real time bidding
RTD – Real time data
S2S – Server to server
SaaS – Software as a service
SEM – Search engine marketing
SEO – Search engine optimisation
SERP – Search engine results page
SLA – Service level agreement
SM – Social media
SME – Small / medium enterprise. (aka SMB = ‘business’)
SMM – Social media marketing
SMO – Social media optimisation
SMP – Social media platform
SMS – Short message service
SOV – Share of voice
SOW – Statement of work
SSL – Secure Sockets Layer
SSP – Supply-side platform
SWOT – Strengths, weaknesses, opportunities, threats
TLD – Top level domain
TOS – Terms of service
UCD – User-centric design
UI – User interface
UGC – User-generated content
URL – Uniform resource locator
USP – Unique selling proposition
UV – Unique visitor
UX – User experience
VOD – Video on demand
VM – Viral marketing
WOMM – Word of mouth marketing
WYSIWYG – What you see is what you get
YOY – Year on year
YTD – Year to date
XML – Extensible Markup Language