PAAVAI INSTITUTIONS

PACHAL, NAMAKKAL

PAAVAI
BUSINESS SCHOOL

BUSINESS
JARGONS.
 TABLE OF CONTENTS

S.NO TOPIC PAGE NO.

I. MARKETING 02-39
II. DIGITAL MARKETING 40-48
III. SOCIAL MEDIA 49-75
MARKETING
IV. BUSINESS ANALYTICS 76-81
V. HR ANALYTICS 82-87
VI. FINANCIAL 88-119
MANAGEMENT
VII. HUMAN RESOURCE 120-151
VIII. DATA ANALYTICS 152-176
IX. FINANCIAL ANALYTICS 176-184
X. MARKETING ANALYTICS 185-191
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 MARKETING

S.NO JARGONS MEANING

1. Digital marketing Digital marketing is any form of
communication aiming to persuade people to
purchase a product or service that occurs
through some form of digital device.
2. Brand positioning Brand positioning is how you differentiate
yourself from your competitors and how
consumers identify and connect with your
brand. It’s comprised of the key qualities and
values that are synonymous with your
company.
3. Brand awareness Brand awareness is successful when
customers can see (and recognize) your
brand or product and know that you can
provide them the best solution to their
problem.
4. Demand generation Demand generation encompasses — you
guessed it! — generating demand for your
product or service. More formally, it is the
data-driven focus of marketing programs to
produce awareness and interest in a

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 company’s offerings through the use of
technology.

5. Revenue performance Part of the goal of revenue performance

management management is to break down organizational
silos and establish a shared set of data, a
shared process, and a shared language that
enables teams across the company to work
toward the common goal of generating
revenue.
6. Inbound marketing Inbound marketing is a customer-centric
approach that focuses on drawing high-fit
customers in as opposed to blasting your
message to anyone and everyone.
7. Lead nurturing Lead nurturing is the process of educating
and building trust with your prospects to
guide them through the buyer’s journey. The
ultimate goal of lead nurturing is to provide
your prospects with a unique experience that
keeps them coming back for more — and
eventually converts them into customers.
8. Flywheel Introduced in 2018, the flywheel represents
a shift in how marketers think about B2B
marketing success. The flywheel places
customers at the center of a business and
highlights the opportunity for repeat
business through relationship building and
customer service engagement. It represents

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 how you keep your customers coming back
leads to the success of your company.
9. Buyer persona Buyer personas are semi-fictional
representations of your ideal customers.
Buyer personas should include demographic,
psychographic, and behavioral information,
and they tend to go more in-depth about the
role and influence these people have within
their companies, emphasizing their goals and
motivations.
10. A Ideal customer An ideal customer profile is a hypothetical
profile (ICP) description of the type of company that
would reap the most benefit from your
product or solution. These companies tend to
have the quickest, most successful sales
cycle, the greatest customer retention rates,
and the highest number of evangelists for
your brand. An ICP looks at the
firmographics of a company that your
business should be targeting.
11. Sales enablement Sales enablement is a combination of
coaching, tools, and content to help your
sales team be more efficient and effective.
Your sales team needs to be properly enabled
to carry out a successful sales strategy.
12. Contextual marketing Contextual marketing is a strategy that’s
guided by the behaviors and conditions

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 surrounding your marketing efforts so all
content is relevant to the person receiving it.
13. Word-of-mouth Word-of-mouth marketing (WOM) is the
marketing (WOM) oral or written advocacy of a good or service
from a satisfied customer (or evangelist) to a
prospective customer. It’s widely considered
to be the most effective form of promotion.
14. Conversational According to Drift, who coined the term
marketing “conversational marketing,” it is “the fastest
way to move buyers through your marketing
and sales funnels through the power of real-
time conversations. It builds relationships
and creates authentic experiences with
customers and buyers
15. Building an audience Marketing is an excellent opportunity for
businesses to connect with the people most
likely to be interested in their offerings. It
allows them to build an audience that wants
to learn more about their products and
services.
16. Educating the market One of the most basic benefits of marketing
is educating people about the value of your
company’s products or services. By
explaining what sets your product apart from
competitors and what value it brings, you
give people the knowledge to make a
purchasing decision.

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17. Gathering data Marketing is also beneficial for gathering
information to help organizations improve
their operations. Marketing efforts can reveal
what demographics are interested in your
product, helping you target them more
effectively.
18. Honing your brand Marketing strategies let you carefully direct
identity a potential customer’s perception of your
brand through targeted messaging, building
a favorable impression before they’ve ever
interacted with your offerings.
19. Generating sales Finally, successful marketing efforts have
the benefit of driving more sales for the
company. When potential customers
understand your products, have a good
impression of your brand, and feel that your
company can solve their problems, they’re
more likely to make a purchase.
20. Print marketing Print marketing utilizes traditional printed
materials such as direct mail, flyers, and
advertisements in newspapers, magazines,
and other publications. This form of
marketing allows you to target both local and
national audiences, depending on the reach
of the chosen publication.

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21. Blog marketing A company’s blog or website is also a great
place for marketing content. Businesses can
post informational videos and articles to
educate people searching for information
and increase familiarity with their brand.
22. Search engine Search engine optimization (SEO) is a form
optimization of marketing that attempts to increase
website traffic through search engine results.
Companies can use various SEO techniques
to naturally improve their rankings in search
results. Search engine marketing is a related
technique that involves placing paid ads on
search engine results pages.
23. Search engine It involves paid advertising strategies,
marketing commonly known as pay-per-click (PPC),
where businesses can pay search engines to
show ads that will appear in search engine
results pages (SERPs) and encourage users
to click on your website when searching for
relevant keywords or phrases.
24. Social media Building a presence on social media is part
marketing of social media marketing. Companies use
social media to share videos and photos of
their products, connect with customers, and
post engaging content in line with their
brand. This type of marketing can also
include paid ads.

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25. Video marketing Video marketing involves writing and
filming commercials, videos for your
company’s website, seminars, and other
types of video content. It can also include
creating videos for posting on social media.
26. Content marketing Sharing knowledge is a great way to
establish your brand. With content
marketing, marketers produce eBooks,
webinars, infographics, and other
downloadable content to spread awareness
of their products.
27. Account-based It is a B2B marketing strategy for high-value
marketing (ABM) customer accounts. In ABM, you focus on
each account as a “market of one,” offering
highly personalised 1-to-1 experiences and
tailored content.
28. A target account list It is a list of prioritized accounts that
(TAL) marketing and sales teams focus their efforts
on that will yield high engagement,
conversion, and return on investment (ROI).
29. Account Tiering It is the process of categorizing customers
into groups with similar characteristics and
needs. By dividing a diverse customer base
into manageable segments, businesses can
develop targeted marketing strategies,
personalize customer experiences, and
allocate resources more effectively.

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30. Churn rate Sometimes known as attrition rate, is the rate
at which customers stop doing business with
a company over a given period of time.
Churn may also apply to the number of
subscribers who cancel or don’t renew a
subscription. The higher your churn rate, the
more customers stop buying from your
business.
31. Customer acquisition The cost of winning a customer to purchase
cost (CAC) a product or service. As an important unit
economic, customer acquisition costs are
often related to customer lifetime value
(CLV or LTV). With CAC, any company can
gauge how much they’re spending on
acquiring each customer.
32. Cost per lead It often abbreviated as CPL, is an online
advertising pricing model, where the
advertiser pays for an explicit sign-up from a
consumer interested in the advertiser's offer.
It is also commonly called online lead
generation.
33. Key performance Key performance indicators are quantifiable
indicators (KPIs) measurements used to gauge a company’s
overall long-term performance. KPIs
specifically help determine a company’s
strategic, financial, and operational
achievements, especially compared to those
of other businesses within the same sector.

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34. Customer lifetime It is a metric that indicates the total revenue
value (CLV or CLTV) a business can reasonably expect from a
single customer account throughout the
business relationship. The metric considers a
customer’s revenue value and compares that
number to the company’s predicted customer
lifespan.

35. Tech stack A tech stack is the set of technologies used to

develop an application, including
programming languages, frameworks,
databases, front-end and back-end tools, and
APIs.

36. Top-of-funne It Refers to the initial stages of a sales funnel

– i.e. attracting potential customers and
leads. TOF content is typically broader and
aims to educate or inform the audience about
a general topic that relates to their interests,
without directly promoting a specific
product or service.

37. CQL (Concept Drift It is a metric that measures the amount of

Quantification) change in the underlying concept of data
over time, enabling drift detection

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38. The buyer’s journey It is essentially what a sales funnel looks like
from a prospect’s perspective and consists of
three stages: awareness, consideration, and
decision. Mapping out the journey provides
an in-depth view of how your potential
customers behave at every step in the buying
process.
39. A Multi-touch Attribution gives credit to each marketing
touchpoint that influences a customer’s
conversion, instead of just the first or last
touchpoint. – Single-touch attribution gives
credit for a conversion to a single touchpoint,
while multi-touch attribution distributes
credit across multiple touchpoints.
40. Customer retention A company’s ability to turn customers into
repeat buyers and prevent them from
switching to a competitor. Customer
retention indicates whether your product and
the quality of your service please your
existing customers.
41 minimum viable A version of a product with just enough
product features to be usable by early customers who
can then provide feedback for future product
development. A focus on releasing an MVP
means that developers potentially avoid
lengthy and unnecessary work.

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42 Wireframe A page schematic or screen blueprint, is a
visual guide that represents the skeletal
framework of a website. The term wireframe
is taken from other fields that use a skeletal
framework to represent 3 dimensional shape
and volume
43 Bounce rate It is an Internet marketing term used in web
traffic analysis. It represents the percentage
of visitors who enter the site and then leave
rather than continuing to view other pages
within the same site.

44 Web content Outline In a more-clear way, a content outline simply

lists each section of content and hierarchy
structure you want to convey per page. These
should be the information and pages that
your users are looking for when they come
to your website.

46 Landing page Landing page aims to capture information

from contacts in exchange for something of
value, such as a retail offer code or business-
to-business (B2B) insights in the form of a
white paper. Landing pages are different
from other web pages in that they don’t live
in the evergreen navigation of a website.

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47 Conversion rates Conversion rates are calculated by simply
taking the number of conversions and
dividing that by the number of total ad
interactions that can be tracked to a
conversion during the same time period. For
example, if you had 50 conversions from
1,000 interactions, your conversion rate
would be 5%, since 50 ÷ 1,000 = 5%.
48 A/B testing A/B testing (also known as split testing or
bucket testing) is a methodology for
comparing two versions of a webpage or app
against each other to determine which one
performs better.
49 Forwarding This is also referred to as forwarding rate in
Performance technical terms. This indicates the packet
forwarding capabilities of the fiber optic
network switches. It is measured in packet
per second or PPS. It shows the number of
data packets forwarded by the switch in a
second.
50 Responsive design Responsive web design or responsive design
is an approach to web design that aims to
make web pages render well on a variety of
devices and window or screen sizes from
minimum to maximum display size to ensure
usability and satisfaction.

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51 Information Information architecture is the structural
architecture design of shared information environments;
the art and science of organizing and
labelling websites, intranets, online
communities and software to support
52 Keyword research Keyword research is the process by which
you research popular search terms people
type into search engines like Google, and
include them strategically in your content so
that your content appears higher on a search
engine.
53 Click Through rate It can be used to gauge how well your
(CTR keywords and ads, and free listings, are
performing. CTR is the number of clicks that
your ad receives divided by the number of
times your ad is shown: clicks ÷ impressions
= CTR. For example, if you had 5 clicks and
100 impressions, then your CTR would be
5%.

54 Dynamic web page It is a web page constructed at runtime, as

opposed to a static web page, delivered as it
is stored. A server-side dynamic web page is
a web page whose construction is controlled
by an application server processing server -
side scripts.

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55 Editorial calendar An editorial calendar is a visual workflow
that helps a team of content creators schedule
their work on a daily, weekly, or monthly
basis. Editorial calendars can help you track
content types, promotional channels,
authors, and most importantly, publish dates.

56 Infographic An infographic is a clear and visual

representation of data and information.
Leaning on elements like imagery, symbols,
charts and diagrams, an infographic can
make complex ideas easy to understand. The
simple meaning of an infographic is to tell a
story through visual aids.

57 Retweet RT stands for Retweet. RT is an internet

slang initialism that refers to reposting of
information on the social media platform
Twitter.

58 SERP Search Engine Results Pages or SERP are the

results that a search engine—like Google,
Bing, or Yahoo—displays after a user
conducts an online query. They are typically
displayed in order or relevance.

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59 Firmographics Firmographics is a collection of descriptive
data used by B2B organizations to segment
their target market and discover customers.
You can use firmographic information in
order to generate more effective lead
generation strategies, improve marketing
campaigns with details about your
company’s demographics such as location or
industry type, among other things!
Firmographics include revenue, budget,
company size, industry, buying situation, etc.
60 Fractional CMO A Fractional CMO is a marketing expert that
assists with client acquisition, sales
development, and company growth. Your
firm may get executive experience without
having to pay for a full-time employee. The
concept of employing a fractional
61 CRM (Customer A tool that helps you manage all your
Relationship customer interactions—emails, calls,
Management) purchases, etc.
62 Social Media Using social media platforms such as
Marketing Facebook, Instagram, and Twitter to connect
with your audience and promote your brand.
63 Content Marketing Creating and sharing valuable content (like
blog posts, infographics, or videos) to attract
and engage your target audience.

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64 Email Marketing Sending targeted emails to your audience to
promote your products, share company
news, or build relationships. Hence, it serves
as a personalized message straight to your
customer’s inbox.
65 Lead Generation The process of attracting potential customers
who might be interested in your product or
service.

66 Organic Traffic Visitors who come to your website naturally,

like through search engines or social media
shares. Organic traffic is like free
advertising—you don’t have to pay to get
those visitors!
67 Marketing Funnel The journey a potential customer takes from
initial awareness to becoming a paying
customer. Imagine a funnel—you cast a wide
net at the top (awareness) and convert the
most interested leads at the bottom
(purchase).

68 Keyword Research Identifying the words and phrases people use

to search for products or services related to
yours. Keyword research helps you
customize your content and ads to what
people are actively looking for

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69 Social Listening Monitoring online conversations to
understand what people are saying about
your brand and industry. In fact, it is much
like eavesdropping on the online chatter to
see what people are thinking.
70 Influencer Marketing Partnering with social media personalities or
industry experts to promote your brand to
their audience. Consider it as leveraging
someone else’s credibility to reach a wider
audience.
71 Marketing Automation Using software to automate repetitive
marketing tasks, such as email campaigns or
social media posting. Furthermore,
automation is useful because it frees you up
from the more mundane aspects of the job to
focus on more strategic work.
72 B2B (Business-to- Marketing to other businesses rather than
Business) individual consumers.
73 B2C (Business-to- Marketing directly to individual consumers.
Consumer)
74 Target Market The specific group of people you want to
reach with your marketing.
Market Segmentation: Dividing your target
market into smaller, more specific groups
based on shared characteristics.
75 Competitive Analysis Researching your competitors to understand
their strengths, weaknesses, and marketing
strategies.

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76 Backlinks Backlinks, also known as inbound links,
direct traffic to your site from other websites.
Imagine you’re throwing a party, and if
famous guests RSVP and show up, the better
party will be. Backlinks are like those
RSVPs and partygoers, as they help boost
your website’s popularity and reputation.
77 Bounce Rate Bounce rate is like someone walking into
your store, taking a quick look around, and
then leaving without making a purchase. It’s
a percentage representing the number of
visitors who have viewed only one page on
your website without engaging further.
78 Bottom of the Funnel The bottom of the funnel is like the checkout
line at a store, where leads are about to
become new customers. The prospective
buyer has identified a problem, shopped for
possible solutions, and is very near
purchasing. This is a critical stage in the
marketing funnel, where leads may need an
extra nudge to become customers.
79 Call-to-Action (CTA) Imagine a tour guide leading a group and
telling them, “Follow me to the next
exhibit!” A Call-to-Action is like that guide
but for your marketing content. It’s a prompt
that encourages users to take a specific
action, such as signing up for a newsletter,
downloading an eBook, or making a

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 purchase. CTAs are crucial for driving
conversions and moving prospects through
your sales funnel.
80 Conversion Rate This is like having a coach to help you
Optimization (CRO) improve the score of your digital marketing
efforts. It’s the percentage of users who take
a desired action after clicking on your ad or
other digital assets.
81 Cost Per Acquisition Imagine you’re a farmer who has to buy a
(CPA) bag of seeds to grow crops, but only a certain
number of seeds will become a plant. Cost
Per Acquisition (CPA) is like the cost of each
of those plants. In digital marketing, CPA
refers to the cost of acquiring a single paying
customer after all the advertising and
promotional costs have been accounted for.
To calculate CPA, divide the total campaign
cost by the number of conversions or paying
customers. This metric is handy for affiliate
marketing and display advertising
campaigns in determining their success.
82 Cost Per Click (CPC) This is like paying for each customer that
walks into your physical store regardless if
they make a purchase. With CPC, you only
pay when someone clicks on your ad rather
than paying for the ad to appear. This is the
most common form of advertising on
Google.

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83 CPM This is like paying for a billboard along a
busy highway. It refers to the cost per
thousand impressions of an online ad. If you
want to increase brand awareness, a CPM
campaign may be the right choice.
84 Customer Lifetime Think of a loyal customer who keeps
Value (CLV) returning to your coffee shop for years.
Customer Lifetime Value is like calculating
how much they’ll spend at your shop over
time. CLV is the total revenue a business can
expect from a single customer over the entire
duration of their relationship. Understanding
CLV helps companies to make informed
decisions about customer acquisition and
retention strategies.
85 Customer Relationship Do you ever forget your friend’s birthdays?
Management (CRM) Imagine having a personal assistant who
remembers all the important dates and
reminds you to send gifts and messages.
That’s what Customer Relationship
Management (CRM) is like for businesses.
It’s a system that helps companies keep track
of their interactions with customers,
including their purchase history, preferences,
and feedback. With CRM, businesses can
identify opportunities for cross-selling and
upselling and provide personalized

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 experiences that keep customers happy and
returning for more.

86 Direct Mail Marketing This type of marketing uses printed materials

to reach potential customers through the
mail, create brand awareness, and generate
leads. This can include anything from
postcards and flyers to product samples and
personalized letters. Direct mail is a tangible
and targeted approach to help businesses
stand out in a crowded digital world.

87 Drip Campaign This is similar to planting seeds in a garden

– you water seeds slowly and consistently
until they grow into beautiful plants. Drip
campaigns are a type of automated
marketing where a series of emails are sent
to a group of individuals over some time.
These emails can be tailored to an
individual’s action, like signing up for a
newsletter or abandoning a shopping cart.
Drip campaigns can help nurture leads and
encourage conversions by sending targeted,
personalized content.

88 Drop shipping This is an e-commerce model in which the

seller does not own any inventory or handle
shipping responsibilities. The seller creates a

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 listing for an item, and when a customer
places an order, the seller purchases the item
from a third-party supplier. The supplier then
ships it directly to the customer. This allows
the seller to focus on marketing and sales
rather than managing inventory and
fulfillment
89 Dynamic Content Dynamic content is like a chameleon; the
website changes its appearance based on
who’s looking at it. It’s a way to show
different messages and content to visitors
based on what you already know about them,
like their location, browsing history, or
interests. For example, if someone has
already downloaded a free e-book from your
site, dynamic content can show them a
personalized offer for a related product or
service instead of the same pitch.
91 Evergreen Content Have you ever stumbled upon a blog post
written several years ago yet still provided
you with valuable information? That is
evergreen content. This content remains
relevant and helpful to readers, regardless of
the time since its publication. The beauty of
evergreen content is that it can be shared,
referenced, and used for years. So, next time
you’re creating content, think about how you
can make it evergreen to continue to provide

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 value to your readers long after it’s been
published.
92 Email Automation Email automation is like having a personal
assistant who sends the right message at the
right time without you having to lift a finger.
This could be a welcome message when a
new customer signs up or a gentle reminder
to complete a purchase if a customer leaves
an item in their cart. By automating your
emails, you can spend more time running
your business and less time manually
sending messages
93 Eye Tracking Refers to the observation, tracking, and
analysis of eye movements of individuals
while they view a web page. Eye tracking is
often used in digital marketing to determine
which sections of a web page or email people
look at first or spend the most time on, which
is usually displayed as a heat map. The data
gathered from this study is used by marketers
to strategically place elements such as call-
to-action buttons where they are most likely
to be seen and clicked.
94 Error 404 Error 404 is like a treasure hunt without a
treasure. An error message is displayed by
your web browser when a file cannot be
found. Users may receive a 404 error
message if they have mistyped the URL or if

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 a third party has unpublished the website
page. Often, this occurs after a web page has
been deleted and is no longer available, also
called a broken link. The best way to prevent
these errors is to create a redirect that will
take the user to the page’s new location. You
can improve your users’ experience by
setting up a standardized error 404 page for
your domain, especially if you offer a search
bar or a list of similar content.
95 Friction Friction is like a pebble in your shoe when
walking your dog. It refers to any element on
your website that is confusing, distracting or
induces stress in your visitors, resulting in
them leaving your site. Friction is caused by
dissonant colors, excessive text, distracting
navigation menus, and forms with too many
fields on landing pages.
96 Account-Based Account-based marketing (ABM) is a B2B
Marketing (ABM) sales and marketing strategy where both
teams focus on a set of target accounts in a
market. This allows marketers and
salespeople to create a more personalized
approach to closing these accounts. ABM
can also include upselling strategies,
working to get existing client accounts to
upgrade their plan or make additional
purchases.

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97 Ad Text/Ad Copy Ad copy, sometimes referred to as ad text, is
the written content in an advertisement that
gets a viewer to take action, like clicking on
the ad or making a purchase. Some ads are
text-only while others have ad copy
accompanied by ad creative like a photo,
graphic, or video. Good ad copy is key to
generating more results from online
advertisements.
98 Audience Audience segmentation is the act of dividing
Segmentation an audience up into different segments based
on customer data, like demographics, buying
behaviour, product usage, and more. This
allows for more targeted messaging, creating
a more personalized buying experience.
Examples of audience segments include
location, past purchases, type of device, or
funnel stage.
99 Go-To-Market (GTM) A go-to-market (GTM) strategy is a step-by-
Strategy step plan detailing how a brand is going to
launch a new product or service into the
market. Steps include identifying the target
audience, building a launch and marketing
plan, conducting a competitive analysis, and
putting together a sales strategy. This will
ensure the new product launch goes
smoothly and establishes its place in the
market.

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100 Ideal Customer Profile Similar to buyer persona, an ideal customer
(ICP) profile (ICP) is more frequently used in
business-to-business marketing (B2B).
Here, you outline the ideal characteristics of
a company you would like to market to, such
as type of business, location, employee
numbers, and revenue. While your end goal
may be to sell to specific buyer personas
within an ICP, your planning would start
with outlining the ideal customer profile
before you lay out buyer personas.
101 Inbound/Outbound Inbound marketing is an approach that
Marketing involves creating valuable content and
experiences to attract potential customers to
your brand. It focuses on building
relationships and trust through channels like
social media, blogs, and search engines.
Outbound marketing, on the other hand,
involves pushing messages to a wider
audience through methods such as cold
calling, and direct mail. It aims to interrupt
people’s daily lives to get their attention and
generate leads.
102 Landing Page A landing page is very much what it sounds
like—a web page that a visitor lands on. In
the context of online marketing, this is often
a standalone page that is part of a marketing
campaign, and is focused around a call to

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 action (CTA). This page may contain a free
trial or other content that is traded in
exchange for the visitor’s contact
information. Landing pages are a key part of
lead generation, the initial step toward
turning visitors into customers.
103 Marketing Churn Marketing churn—also known as attrition—
refers to the number of customers who stop
using a product or service over a specific
period. Churn occurs when users opt out of
receiving a product or service, as one
example of many. Measuring churn is
important for businesses because regularly
churning customers results in companies
losing monthly, quarterly, or annual
recurring revenue.
104 Native Advertising If you have ever seen an article in a magazine
or section on a website that looks just like the
content around it but is sponsored, that’s
native advertising. This form of advertising
straddles the line between content and ad,
blending with the look and feel of the media
it appears in while promoting the marketer’s
product or service.
105 Responsive Design Responsive design is a web design and
development strategy that ensures a website
is usable on both desktop computers and
mobile devices. The website will not only

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 adjust to fit smaller screens, but will make
sure that spacing isn’t altered, links and
navigation aren’t hidden or hard to find, and
other key factors that ensure the website is
fully usable on mobile. Responsive design is
a major component in search engine
optimization.
106 Retargeting In online advertising, the term retargeting
refers to serving ads for your product or
service to consumers after they have visited
your website. These ads may appear on other
sites or social media platforms, and are
designed to remind the potential customer of
your brand. This increased brand awareness
improves the chance that they will choose
you when they are ready to buy.
107 Return on Ad Spend Return on Ad Spend measures revenue
(ROAS) generated from an advertising campaign
against the cost of the campaign. This metric
is calculated by dividing revenue generated
by the cost of the advertising. ROAS helps
marketing teams understand budget
allocation, campaign optimization, and
future planning.
108 Unique Visitor A unique visitor is a website analytics
metric. This term refers to the actual number
of people who have visited a website.
Unique visitors are counted only once in the

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 selected time frame, regardless of if they
have visited the website multiple times. This
helps a business understand how many
individual people are visiting their website in
a given time period.
109 Cold leads Cold leads are a type of lead that fits your
customer profile but hasn’t yet had any
interaction with your company. In short, this
is the most difficult lead type to convert
because they don’t yet have an active interest
in your business.
110 Print marketing Print marketing utilizes traditional printed
materials such as direct mail, flyers, and
advertisements in newspapers, magazines,
and other publications. This form of
marketing allows you to target both local and
national audiences, depending on the reach
of the chosen publication.
111 Predictability of sales A repeatable sales process gives sales teams
and revenue much more consistency in winning deals.
Having a more accurate sense of your win
rate allows you to dependably forecast how
many sales you’ll close from a given number
of leads, and helps sales managers set
realistic quotas.
112 Elevator pitch This is a fast-paced pitch, typically used in
situations where you have a limited time to
grab your prospect’s attention and get your

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 point across as quickly as possible. A no-
frills pitch that gets right to the point in the
simplest terms is the best approach here.
113 Phone pitch Pitching over the phone is one of the most
common sales pitch types and comes with its
own challenges. Consider the best time of
the day to call your prospect, earn their trust
by being honest, and talk and connect with
them for the best results
114 Social media pitch A modern sales pitch approach, the social
media pitch can lead to lucrative deals, but
there are a few obstacles to navigate. To
ensure you don’t look like a spammer,
engage with your prospect on something
specific and relevant you found in their
profile and build on that while keeping
things professional.
115 Video pitch The video pitch method combines the
advantages of in-person, call-based, and
text-based pitches, which you can place
strategically in messaging
116 Demand gen Demand generation is a marketing technique
that uses a targeted strategy (like landing
page conversion optimization or lookalike
audience profiles on Facebook) to bring in
new business. How is this different from
regular old lead generation? Rather than just
drum up more leads, Demand Gen makes the

31
 need for a product and company more urgent
and important while also expanding the idea
of who might actually want it and then
capitalizing on current wins through
optimization.
117 Drip sequence A series of marketing emails that
automatically deploys when specific
conditions are met. An example of this is
sending a welcome email series to new
subscribers when they join your list.
118 Evangelist People who love your product or services
and promote them on their own without
additional incentives o+r requests. Think of
them like groupies for your brand.
119 GDPR The General Data Protection Regulation
(GDPR) is a European regulation that came
into existence in 2016. The law applies to all
people who reside in the EU and is designed
to help protect their data. If you have email
subscribers in the EU, you must comply with
GDPR.
120 Hype How much positive attention something
gets, warranted or not. Hype is usually
measured by engagement and organic
mentions, like when something goes viral.
121 Hyperlocal marketing A strategy that targets an audience located in
a very precise geographic region; it can be as
large as a town or as small as a street. One

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 way to find hyperlocal marketing is by
searching for a desired keyword plus the
phrase “near me.”
122 List hygiene The act of cleaning an email list by removing
addresses that have become inactive or
repeatedly bounce. List hygiene also
includes updating subscriber information
when necessary so that you can successfully
deliver your email messages to your
audience.
123 Organic Getting people to find your offerings on their
own. This marketing slang term has more to
do with website traffic you don’t directly pay
for than the quality of your celery.
124 People Also Ask (PAA) PAA is the frequently asked questions that
come up on Google’s first page of search
results. These questions give content
marketers a sense of what to answer in their
own related content.
125 Pillar pages A webpage that groups information from a
lot of related topics onto one page. For
example, a business may have a Services
pillar page that summarizes all their services,
while linking to individual pages that
describe them in greater detail.
126 Pay-Per-Click (PPC) PPC is paid search ads that are displayed for
free but charge for every link click. The cost
depends on which keywords you choose,

33
 with more competitive keywords having a
higher price tag.
127 Teething problems The beginning phases of an entrepreneurial
venture that’s still growing. Marketers help
companies with teething problems by
building their brand name over time.
128 Whizbang Something that is noticeably successful or
skillful. It can also be used to describe a task
or event that is very fast-paced. For example,
you can have a whizbang Facebook ad
campaign or eBook launch. And for all you
nerds out there, you may have heard this
term used in the digital card game
Hearthstone.
129 Geotargeting a way of detecting a website visitor’s
location and using that info to serve targeted,
location-specific messages, ads, coupons or
content
130 Guerilla Marketing marketing tactic or technique considered to
be ‘unconventional’, usually a low cost
initiative designed for maximum
impact/results for minimum effort/resources.
131 Heat Map graphical representation (usually with
shades of a color or warm-to-cool spectrum)
to show varying degrees of a single measure;
on websites, a heat map can show
concentrations of clicks or eye-tracking

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132 Newsjacking piggy-backing on, or taking advantage of, a
breaking news event or hot item/trend in a
news cycle (overall or in your given industry,
niche, field, local market) to insert your
brand/organization into the news stream.
Requires fast action and treading carefully to
not negatively affect brand.
133 Niche specialization, segmentation or subset of an
overall market or audience; a small, specific,
well-defined portion of the total population;
marketers create niches by using research to
find the needs or wants that aren’t being
addressed or met by other brands or orgs and
developing a way to identify similar
members of that niche and deliver their
goods or services to them; ‘a big fish in a
small pond’ strategy
134 Opt-in when some material is restricted in access
and requires the giving of contact info or a
request to specifically receive the material;
example, for email marketing someone must
opt-in to the list/membership, showing they
choose to receive your messages (CAN-
SPAM compliance); See also, Lead Magnet,
offering something to encourage someone to
opt-in to receive an email newsletter (give an
ebook, coupon, video, e-course, free event
ticket)

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135 Testimonial written or video recommendation or referral
from a happy, satisfied user/customer/donor;
testimonials affirm the quality, value,
customer service, performance of a product
or service; powerful marketing tool because
of the weight we give to evaluations from
other customers and their experience
136 Widget web term, a small piece of software built into
site or interface to give additional, discrete
function, personalization or added content,
particularly in sidebars or footers of content
management systems like WordPress,
Drupal, etc.; e.g. displays latest tweets,
shows local weather, add an RSS feed
137 XML website term for file with all the URLs on
(XtensibleMarkup your site, like a map that helps search
Language) Sitemap engines to crawl your site more intelligently.
There are plugins that can help create an
XML sitemap.
138 Zero Cost Strategy a decision or tactic that doesn’t have any $$
costs or expenses when you execute it; many
guerilla marketing tactics are ‘zero cost’;

139 MVP: Minimum Designing an MVP is part of a development

Viable Product technique where product developers
introduce a product in the market with
minimal features.

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140 Middle of the funnel The middle of the funnel includes the middle
(MoFu) of the purchase process. This is the stage
where lead generation becomes the
responsibility more of the sales than the
marketing team.
141 Bottom of the funnel This is the final stage where a buyer is ready
(BoFu) to make the purchase. This is the most
important step in the buying process.
142 Customer Centric Your excitement about your product doesn’t
matter. Your customers’ does. Talk about
their problem, and how your product or
service will solve it. Help them, not yourself.
143 Editorial Calendar Really. That’s it. It’s not easy. Developing
good ideas takes time, and you need good
ideas to fill the calendar. But it’s not
mystical, either. There is no single editorial
calendar format or development technique.
144 Engagement Engagement is an audience’s level of
response to your content, brand or some
other “thing” you put in front of them. There
are times when you just can’t measure
marketing return on investment. Deal with it.
When that happens, a good indirect measure
is engagement. You can measure
engagement based on time-on-page, scroll
depth, likes, follows, shares or anything else
that indicates a person truly responded to
your message.

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145 Golden Ratio It has nothing to do with how presidential
candidates behave in Moscow hotels. The
“golden ratio” is 1:1.6. It occurs in nature,
and, if you’re short on design skills, it’s a
handy way to scoot elements around in a
design to make it look fancy.
146 Guerilla Marketing Way back in, say, 1995, it meant “Unusual
marketing tactics,” like leaving a suitcase
with your logo on it on a baggage claim
conveyor. That would get you arrested now,
but it was considered serious OG stuff in the
old days.
147 IOT IOT is “Internet of Things.” To date, that
includes useless smartwatches (I own one),
pet cams, computer-controlled thermostats,
and anything else Russian teenagers can use
to shut down half the Internet.
148 KPI A KPI is a Key Performance Indicator. It’s a
metric that directly tracks progress towards a
business goal. You use KPIs to measure
progress.
KPIs are important. I stuck the acronym in
here because we misuse it. All KPIs are
metrics. Not all metrics are KPIs.

149 Programmatic Programmatic advertising is the buying of

Advertising small chunks of ad inventory using software,
instead of reaching out to ad buyers and

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 sellers. You don’t have to make small buys.
But programmatic is great if you want to try
little buys here and there

150 Psychographics Psychographics is the flip side of

demographics. It reflects a person’s likes and
dislikes, interests, and buying habits. We
often use them for ad targeting, persona
development, or party tricks.

In all fairness, psychographics is cool. But I

do love to poke fun at myself, and my use of
this word is a great opportunity. Maybe that’s
part of my psychographic profile.

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 DIGITAL MARKETING

S.NO JARGONS MEANING

1. A/ B Split Testing Refers to running an experiment with two

variants to test which performs better in a
specific environment Jor context. This helps
you understand what your target audience
likes and dislikes about the owned property
you are testing on, whether that’s your
website, social channels, or
advertising platforms

2. Buyer Persona A fictional representation of a brand’s ideal

customer based on demographic, behavioral,
and psychographic data.

3. Bid A term mostly used in paid search that

marketers place on keywords so that their
ads rank higher. It is the highest amount you
are willing to pay per click.

4. Bid Strategy A bidding scheme in Google Ads targets

your goals better. Can choose from 3 bid
types: pay per click, pay per conversion, and
pay per impressions to help tailor campaigns
towards different marketing goals.

5. Blackhat Blackhat SEO is a bad practice commonly

used to describe practices outside Google’s

40
 guidelines. This includes, but is not limited
to, keyword stuffing and paying for links
from a spammy site.

6. Breadcrumbs Breadcrumbs is a name that describes the

navigation and hierarchical path a user takes
to reach a certain page. They are often
displayed at the top of a page via links.

7. Canonical Tag A canonical is an HTML attribute that refers

to a site owner’s preferred or master web
page version. A canonical tag helps
consolidate duplicate issues in a search
engine’s index if the content is similar across
multiple pages. Search engines can honor or
ignore canonical tags depending on the
reason they’re used.

8. Core Web Vitals Part of Google’s Page Experience update in

(CWV) 2021, the Core Web Vitals are a set of 3
ranking signals based on the performance
and experience offered by your website:
Largest content full paint (LCP) – The
measurement of when the largest content
element becomes visible within the
viewport. First Input Delay (FID) – The
measurement of a page’s responsiveness
during load. It focuses on input events like
clicks, taps, and key presses. Cumulative
Layout Shift (CLS) – The measurement of

41
 how much a page’s elements move
unexpectedly upon loading.

9. Direct Traffic Refers to the number of users landing

directly on your website or landing page.

10. Domain Authority A search engine ranking score developed by

Moz. DA (Domain Authority) determines the
chances of a website ranking in SERPs.

11. E-E-A-T Experience, Expertise, Authoritativeness,

and Trustworthiness are Google’s quality
criteria for assessing the credibility and
relevance of web pages and websites. It’s
important to note here that it is a component
of Google’s Search Quality Rater Guidelines
to assess content expertise.

12. Editorial Link A link given by one website to another

without the recipient asking or paying for it.
It is also called as Natural Link.

13. Featured Snippet A search result box on the page. The purpose
is to answer the user’s query before they
click on a search result. You can achieve
featured snippets by answering specific
questions clearly and concisely.

14. Google Business Formerly known as Google My Business,

Profile this Google platform allows marketers to
create a Google business page. It allows you
to input information like the company name,

42
 website link, and hours of operation so that
you can appear in search page results,
location searches, map packs, and more.

15. Growth Hacking Focuses on a company’s rapid growth.

Growth hackers use creative and low-budget
strategies to help businesses grow and retain
customers. It is hacking in the most basic
sense to accomplish high results.

16. GTM Google Tag Manager (GTM) is another free

tool from Google that manages and
implements tags (snippets of code) on your
website without modifying the site code. It is
commonly used to make user behavior
tracking easier.

17. Hreflang Tag The hreflang tag is a technical solution for

websites with similar content in multiple
languages or regions. The tag tells Google
that the same content is available in multiple
languages, removing the issue of duplicate
content and ensuring users from different
countries are served in the correct language.

18. Heatmap A visual representation of how searchers

interact with the website. It’s a tool that helps
marketers and website builders understand
where people click on the website, how long
they take to scroll through something, or,

43
 simply put, how they are navigating. Also, it
helps marketers understand what interests
the users and helps develop and execute
different strategies.

19. Inbound Marketing A marketing method that focuses on

attracting customers through content
marketing, social media, and other non-
intrusive methods rather than traditional
advertising.

20. Infographic A visual representation of information or

data typically used in content marketing
or social media.

21. Landing Page The first-page people visit on your site. For
ad campaigns, you can send users to a page
encouraging them to convert. For SEO, you
can optimize a particular landing page so it’s
more visible in organic rankings.

22. Landing Page Optimizing a landing page to boost

Optimization conversion rates, typically through A/B
testing, copywriting, and design.

23. Lead Nurturing Cultivating, and developing relationships

with leads or prospects through targeted
communication and content.

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24. Lead Scoring Assigning a numerical value or score to a
lead based on their behavior and actions,
typically used in lead qualification.

25. Link Equity/ Link Juice A term that describes the authority a link
passes from one page to another. The
authority can be passed through internal
and external links.

26. Long-Tail Keywords Relates especially to keywords with lower

search volume. They are less popular
compared to other higher volume keywords;
however, with that, they also come with
more choices with lots of demand at scale, a
higher intent, lower competition, and a
tendency to convert exceptionally well.

27. Markting Funnel Visualises the journey someone takes from

being a prospect to becoming a paying
customer. The stages in this journey are
sometimes represented as AIDA (awareness,
interest, desire, action).

28. Metadata Refers to a page’s hidden information stored

in the <head> of a document. For SEOs,
metadata of particular interest is the title tag,
and meta description is the component that
appears in a search result. They offer users a
concise overview of what they will find on a

45
 web page while promoting higher rankings
when optimized correctly.

29. No-follow An attribute value that suggests that search

engines should not crawl and, hence,
shouldn’t pass link equity through any given
link. One implied application of this is to
stop any association with intentional bad
practices, such as purchasing links.

30. Quality Score A type of way Google rates the quality of its
paid media ads. Usually determined by 3
factors: ad content/ copy, expected click-
through rate, and landing page
relevance and quality.

31. Rich Snippets Bits of data, text, or visual content that

appear in the summaries or abstracts of a
Google search engine results page. Rich
snippets are pulled from a website on the
SERP, usually from one of the pages ranking
in positions 1-3.

32. ROAS Stands for Return on Ad Spend and refers to

the amount of revenue your ads receive
compared to the cost. It is typically
expressed as a ratio.

33. SMM Social media marketing (SMM), a common

digital marketing term includes marketing on

46
 various social media platforms such as
Facebook, Twitter, Instagram, LinkedIn, etc.

34. SERP It is the display page that appears on any

search engine after entering in a search
query. The higher your page visibility or
ranking, the more likely people will click on
your webpage.

35. SaaS Marketing Stands for Software as a Service Marketing.

It focuses on subscription-based software
products, like Netflix.

36. Tracking Code Small scripts used by various tools for data
gathering. It is kept in the header or the
footer section of the website.

37. Technology Disruption Any kind of technology that causes

disturbance and affects the normal operation
of an industry. It uses experimental tactics
and test methods that have not been tried
earlier. Moreover, it leads to
innovation and adaptation.

38. UGC (User-Generated Content created by end users, such as photos,

Content) reviews, or videos, is used to build trust and
social proof.

47
39. Wireframe A visual guide that represents a web page’s
content. It is used during the web design
process to determine the best arrangement of
the contents for usability.

40. XML Sitemap An XML file that must detail the indexable
pages on a website. Search engines use this
information to know which pages are
available to crawl and store in their index.

48
 SOCIAL MEDIA MARKETING
S.NO JARGON MEANING

1. A/B Test The method of comparing two versions of

digital assets against each other to determine
which one performs better.

2. API Stands for Application Programming

Interface, a software interface that allows two
applications to interact with each other.

3. ART Average Response Time is a customer service

metric. It is the average time it takes a brand to
reply to questions, comments, or complaints
on social media.

4. Blog Comprised of two words, web and log, a blog

is a personal online journal that is frequently
updated and intended for the general public.

5. Brand Advocate An individual or organization who is loyal to a

brand and takes part in promoting it. This can
range from influencers, customers, employees,
and even business partners.

6. Branded Hashtags a special hashtag associated with a specific

brand, used to inspire people to include the
brand in the conversations that they’re having
on platforms such as Twitter and Instagram.

49
7. Brand Management A function of marketing that employs various
methods to increase the perceived value of a
product or brand over time. Synonyms for
brand management include ‘brand
recognition’ and ‘brand awareness’.

8. Chatbot A chatbot is an artificial intelligence program

that can automate customer interactions for a
company. Chatbots can be implemented on a
number of social messaging apps to provide
customer service, answer questions, and even
set up appointments automatically.

9. Clickbait An intriguing headline for an article that is

intended to misleadingly drive website clicks,
but has no actual relevance to the content on
the landing page.

10. Clout Media power or impact; also refers to the

amount of influence an individual user is
capable of wielding on a given platform.

11. Crowdsourcing Asking for ideas, suggestions, information or

content from an online community. User-
generated content is a prime example of
crowdsourcing through social media.

12. Collective Intelligence He process by which a large group of

individuals, harnessed through social media,
gather and share their knowledge, data and
skills for the purpose of solving issues.

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13. Conversion Rate The number of visitors to a website that
complete a desired goal (a conversion) out of
the total number of visitors.

14. CPC Cost Per Click, the amount you pay for every
person who clicks on your ad.

15. CTA Stands for Call To Action, a statement

contained on a button that encourages the
audience to click and take a certain action.

16. CTR Click Through Rate is the percentage of people

who clicked on a link when shown the post, ad,
or other piece of content click on it.

17. Dark Post An unpublished targeted ad that does not

appear on the advertiser’s timeline, page, or
stories, or in the feeds of its followers. It is
only shown in the feed of the audience that is
being specifically targeted.

18. Dark Social A social media term used by marketers and

search engine optimization (SEO) specialists
to describe website referrals that are difficult
to track.

19. Digg A user driven social content website. All

content on Digg is user submitted and after
content is submitted, other users can read your
submission and “Digg” what they like best.

51
20. Doxing Revealing personal information online to the
public without permission from the owner.

21. Disqus A comment system and moderation tool that

allows you to add community management
and social web integration to any site on any
platform.

22. Disappearing Content An item on social media that disappears after

a specified period of time, most often 24 hours
(however there are a variety of time spans).
Examples of disappearing content include
Instagram Stories, Snapchat, and Facebook
Stories.

23. Evergreen Content Content that stays fresh and relevant for long
periods of time, just like an Evergreen tree.

24. Endorsement When a LinkedIn user recognizes or

“endorses” another user for one of the skills
listed in their LinkedIn profile. It acts as a form
of recommendation.

25. Engagement Rate A social media metric used to measure how

actively involved your audience is with a piece
of content via likes, shares and comments.

26. Embed Digital content that is displayed within another

piece of content using digital embedding tools.

27. Feed An updated list of all the new content posted

by the accounts a user follows on social media.

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28. Flickr A social network for online picture sharing

29. Games Done Quick A video game marathon series hosted on

Twitch in which gamers raise money for
charity. Much hype is generated on Twitter
about the events.

30. Geo Tagging Marketing When geographical coordinates are added to

online content based on the location of a user’s
mobile device in order to better reach a local
audience. Geo tags can be attached to many
types of content, including videos, photos and
even applied to QR codes.

31. Geo Targeting This is the method of delivering different

content or advertisements to visitors and
consumers based on their location. This can be
defined by country, region, city, zip code,
organization, IP address, or other criteria.

32. Hangouts A video conferencing tool created by Google

used for communicating and sharing ideas
with colleagues, customers and friends.
Hangout marketing

33. Inbound Social Media Tailoring social media experiences for your
Marketing target audience. This involves researching
users and creating relevant content that they
are interested in to gain their attention and
convert them into paying customers.

53
34. Klout A now-discontinued site and app that rated
social media influence. Businesses were also
able to pinpoint users with high “Klout” and
allow them to take advantage of free products
to promote, hoping that it would reflect
positively on the brand. The term (sometimes
also spelled in the traditional way, “clout”)
refers to how much influence a user has.

35. KPI A Key Performance Indicator is a measurable

value that demonstrates how effectively a
company is achieving key business objectives.

36. Listicle An article or piece of content shown in list

format. The name is a portmanteau of “list”
and “article”.

37. Link Building A type of search engine optimization strategy

in which website owners find ways to get other
sites to link back to theirs, in the hope it will
boost their ranking on search engines.

38. Metric The data used to assess the impact of social

media activity on marketing campaigns and a
company’s revenue.

39. Media Analysis An evaluation of how various types of media

could best be suited to promote a product or
service. It takes into consideration how certain
messages will be portrayed on different

54
 mediums and how they could be perceived by
the public.

40. Microblogging In social media terminology, this means

creating a short piece of content designed for
quick audience interaction, it is a combination
of instant messaging and content production
that allows users to create short messages to be
posted and shared online. Twitter, Instagram,
and TikTok are all popular platforms for
microblogging.

41. Native Advertising A type of advertising that matches the form

and function of the platform upon which it
appears and blends in seamlessly with the
other content.

42. Newsjacking The practice of aligning a brand with a current

event in an attempt to generate media attention
and boost the brand’s exposure.

43. Online Profiling The process of collecting information on user

interests and behaviour to better understand a
target audience.

44. PPC Pay Per Click, is an internet advertising model

used to drive traffic to websites, in which an
advertiser pays a publisher when the ad is
clicked.

55
45. PV Page views. The number of visitors landing on
a specific page.

46. Rate Buster Social media slang for an overachiever who

makes others seem like they are
underperforming.

47. Relevance Score Relevance score is calculated based on the

positive and negative feedback an ad is
expected to receive from its target audience.
The more positive interactions an ad is
expected to receive, the higher the ad’s
relevance score will be.

48. Retargeting The process of showing a company’s

advertisements to users who have already
visited that company’s site, page, or app, but
left without taking a desired action.

49. RSS A social media acronym standing for ‘really

simple syndication’ or ‘rich site summary.’ A
feed of all the published content from a source,
typically a blog.

50. Social Media Slang A type of internet shorthand. Acronyms

represent short phrases and are used when
communicating on social media. Some
popular examples include LOL (Laugh Out
Loud), TBT (ThrowBack Thursday),
and TBH (to be honest).

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51. Shareable Content Content that spreads across the Internet as
audiences connect and resonate with a topic,
idea, or story, and click to share it with their
friends and followers.

52. SEM Search Engine Marketing. The practice of

increasing visibility on search engines through
paid ads.

53. So-Lo-Mo The merging of ‘social, local and mobile’

marketing efforts that are targeted
geographically for users on the go.

54. SRP Stands for “social relationship platform”. A

centralized platform that lets you publish
content on multiple social media networks and
then monitor and analyse the results

55. UGC User generated content is any form of content

i.e. social media posts, images, videos,
reviews, etc. created by individual users (not
brands) and published to an online or social
network. Utilizing UGC content is quickly
becoming a highly effective online marketing
method.

56. URL Shortener URL shortener refers to a tool that can take a
link that is too long and convert it into a more
compact version.

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57. UV Unique views. The number of individual page
viewers. It could also apply to videos or
images.

58. UX User experience. This refers to the best

practices around how people can easily
interact with and perform actions within a
website or application.

59. Vanity Metric Metrics that appear impressive to others but do

not necessarily help you understand your own
performance in a way that informs future
strategies.

60. Verified Followers An endorsement that shows that the identity of

the person or company behind the account is
genuine.

61. Vlogging An abbreviation for video blogging, which is

popular on YouTube.

62. X Development A research and development facility founded

in 2010 by Google that develops technologies
in a variety of different sectors.

63. AMA A social media acronym that stands for Ask

Me Anything. Often used by celebrities,
influencers, industry experts or everyday
social media users as an open invitation for
questions during an interactive online
interview.

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64. BTS A social media acronym for ‘behind the
scenes.’ Brands use this term when giving their
followers a sneak peak at what they are
planning or doing.

65. ELI5 A social media slang term which stands for

‘explain like I’m five.’ Often used in forums
like Reddit when people are looking for the
simplest explanation to more complex topics.

66. FBO It’s not official until it’s ‘Facebook Official’.

This is when users make public
announcements on major life events such as a
new relationship or new job.

67. FOMO Stands for “Fear Of Missing Out”. It’s when a

person worries they might be missing out on
something, such as an event. It can sometimes
be triggered by seeing posts or stories on social
media.

68. IRL Used in social media to mean “in real life”.

69. LMS Stands for “Like my status”. It’s an invitation

for other users to engage with a post.

70. TBH The social media acronym “tbt” stands for “to
be honest”.

71. TBT Short for “Throwback Thursday”. It’s often

used as the hashtag #tbt when sharing old

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 photos or videos (especially on Tuesdays or
Thursdays).

72. Yaas A particularly enthusiastic form of “yes”!

Users can go to town, adding as many A’s as
they see fit.

73. Algospeak A way that creators can avoid getting their

content flagged, often by misspelling or
replacing letters in a word.

74. AMOS AMOS is an acronym commonly used on

social media platforms like Instagram or
TikTok. AMOS stands for "Add Me On
Snapchat," and it is an invitation or request for
other users to add the person on Snapchat.

75. API APIs are a set of protocols and tools in apps

that specify how software components should
interact with each other, making it easier for
developers to integrate different systems and
create new applications.

76. B2B (Business-to- B2B stands for "business-to-business," and

Business) refers to commercial transactions between two
businesses rather than between a business and
a consumer (B2C).

77. B2C(Business-to- “B2C" stands for "Business-to-Consumer." It

Consumer) refers to transactions or relationships where a

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 business sells products or services directly to
individual consumers.

78. Banger "Banger" is a slang term often used in music

to describe a song that is catchy and exciting.

79. Beacons.ai Beacons.ai is an AI-powered link aggregator,

link in bio, and social media marketing tool.

80. Binge-watching Binge-watching refers to the overconsuming

multiple episodes of a television show,
Youtube videos or entertainment content in
one continuous sitting or over a short period of
time.

81. Big Yikes Big Yikes is a phrase or expression of

disapproval used on social media and in day-
to-day language and conversations.

82. Blue Checkmark Also known as the "verified badge," the blue
checkmark is a symbol used by various social
media platforms to indicate that a particular
account has been verified as authentic or
legitimate by the platform.

83. Cap "Cap" is a slang term that originated in the

United States and is commonly used in African
American Vernacular English (AAVE). It
means to lie or to make a false statement.

84. Carousel Ads Carousel ads are a type of advertising format

used on social media. It allows advertisers to

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 showcase multiple images or videos within a
single ad unit, creating swipeable or scrollable
content for viewers.

85. Chatbot A chatbot is a computer program designed to

simulate conversation with human users,
especially over the internet.

86. Cheugy "Cheugy" is a slang term used to describe

something or someone who is outdated, trying
too hard to be trendy, or lacking in style and
originality.

87. Chronically Online The term "chronically online" has been used to
describe those who spend a significant amount
of time online.

88. Clapback A "clapback" is a term used to describe a

sharp, often sassy, and witty response to
criticism or a negative comment.

89. Clickbait Clickbait is a type of online content, such as an

article or video, that uses sensational or
misleading headlines, images, or descriptions
to attract clicks and generate traffic.

90. Clout “Clout” is a slang term referring to a person's

influence, reputation, or popularity, especially
in online spaces.

91. DC (Dance Credit) On TikTok, "dance credit" refers to the

practice of giving credit to the original creator

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 of a dance routine that is being performed or
recreated in a video.

92. Ded "Ded" is an internet slang term that originated

from a misspelling of the word "dead."

93. Delulu The slang term "delulu" is derived from the

world "delusion” or “delusional". It is often
used on social media to describe someone who
holds unrealistic or overly idealistic beliefs or
fantasies.

94. Doxxing Doxxing is the act of publicly revealing or

publishing private or personal information
about an individual without their consent,
typically with malicious intent.

95. Doing It For The Gram “Doing it for the gram” is doing something for
the purpose of sharing it on Instagram or other
social media platforms, rather than for the
experience itself.

96. Doomscrolling "Doomscrolling" is a term used to describe the

act of excessively scrolling through negative
or distressing news or social media content.

97. Earned Media Value Earned media value (EMV) is a metric used in
(EMV) marketing to estimate the value of exposure or
engagement a brand receives through non-paid
channels.

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98. Finna "Finna" is a slang term that is short for "fixing
to" or "going to."

99. Finsta A "finsta" is a term used to describe a Fake

Instagram account. It refers to a secondary
Instagram account that people create alongside
their "real" Instagram account.

100. FYP (For You Page) The FYP displays a personalized feed of
recommended videos for each user. It’s
designed to create an engaging experience for
each user.

101. Flop Era "Flop era" is a slang term that refers to a period
of time in someone’s life where they’re
experiencing a failure.

102. Gatekeeping Gatekeeping is not disclosing information to

keep something exclusive. For example, a
creator refusing to share where they got
something for fear that it will sell out as a
result. Cough, Kylie Jenner, cough.

103. Gen Z Gen Z, also known as the post-millennial

generation, refers to people who were born
between the mid-1990s and the mid-2010s.

104. Goblin Mode "Goblin mode" is a term on social media used

to refer to a state of unapologetic self-
indulgence, laziness or greed.

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105. Gucci In contemporary slang, "gucci" is used to
describe something as good, cool, or excellent.
It originated from the luxury fashion brand
Gucci, but its meaning has expanded beyond
its association with the brand.

107. Hoo.be Hoo.be is an invite-only link in bio tool that

caters exclusively to top brands and content
creators.

108. IB (Inspired By) The acronym "IB" in social media followed by

"inspired by" typically means that the person
is giving credit to someone or something that
has influenced or inspired them.

109. Ick "Ick" is a slang term that is commonly used to

describe a feeling of disgust or aversion
towards something or someone.

110. ICYMI (In Case You "ICYMI" is an acronym that stands for "In
Missed It) Case You Missed It." It’s commonly used in
online communication, particularly on social
media platforms and in emails.

111. IFYKYK "IFYKYK" is a social media acronym that

stands for "If You Know, You Know."

112. IJBOL (I Just Burst Out IJBOL is a social media acronym that stands
Laughing) for “I just burst out laughing.”

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113. IMO “IMO" is an acronym that stands for “in my
opinion” and is commonly used on social
media and in general online communication.

114. Innit "Innit" is a British English slang and popular

social media expression that is a contraction of
the phrase "isn't it" or "is it not."

115. ION (In Other News) "ION" is an acronym that stands for "In Other
News." It’s often used in informal
communication, particularly in online chats,
social media posts, or text messages.

116. It's Whackadoodle Time When someone says "It's whackadoodle time"
on social media, it’s typically an expression
used to convey a sense of silliness, absurdity,
or playful craziness.

117. Koji Koji is a link in bio tool geared towards users

looking to engage with and monetize their
audience on social media. Koji was acquired
by Link-tree in December 2023.

118. Komi Komi is a personalized link in bio and

commerce tool for creators launched in 2021.

119. Krissed “Krissed” is a TikTok prank that refers to the

act of “getting Krissed” which involves
receiving a specific video on social media of
Kris Jenner dancing to Lady Marmalade.

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120. L (Loss) In social media slang, "L" is often used as an
abbreviation for "loss" and is used to describe
a situation in which someone or something has
experienced a defeat, failure, or setback.

121. Lemon8 Lemon8 is a social media platform owned by

ByteDance, which launched in 2020. Lemon8
has been described as a combination of
Pinterest and Instagram.

122. Lewk “Lewk" is a slang term used to describe a

distinctive or unique style, particularly in the
realm of fashion, makeup, or overall
appearance.

123. Link Tree A "link tree" often refers to a specific type of

tool or service that allows individuals,
especially those active on social media, to
create a landing page containing multiple
links.

124. Linktree (Linktr.ee) Linktree (Linktr.ee) is a popular online tool

that allows users, particularly on social media
platforms like Instagram, to create a
customized landing page containing multiple
links.

125. Lookalike Audience A "lookalike audience" is a marketing term

that refers to a group of individuals who share
similar characteristics, behaviours, or interests
to an existing audience or customer base.

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126. Lowkey Lowkey describes something you want to do
in secret or keep a low profile about.

127. Macro Influencer A macro influencer is a type of social media

influencer who has a large following and
significant influence within their niche or
industry.

128. Main Character Energy Having Main Character Energy means that
you’re acting as if you’re the star of your own
show — the general consensus is that this a
good thing!

129. Marketing Funnel A marketing funnel is a framework for

understanding and optimizing marketing for
the stages that a customer goes through before
making a purchase.

130. Menty B Menty B is a nickname for “mental

breakdown” a term that has gained traction on
social media platforms like TikTok and
Instagram.

131. Milkshake App The Milkshake app is a free website builder

and link in bio app. It allows users to turn their
social media link in bio into a website to sell
products and share content.

132. Millennials Millennials, also known as Generation Y, are a

demographic cohort that typically refers to

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 individuals born between the early 1980s and
the mid-1990s to early 2000s,

133. Moots On social media platforms like Twitter or

Tumblr, "moots" is a term used to refer to
mutuals. "Moots" is short for "mutuals" or
"mutual followers."

134. Nano Influencer A nano influencer is a social media influencer

with a very small following, typically between
500 to 5,000 followers.

135. Natural Language Natural Language Processing (NLP) is a

Processing subfield of artificial intelligence (AI) that
focuses on the interaction between computers
and human language.

136. Naur "Naur” is a phrase often used on social media

to describe the way that people with Australian
accents pronounce the word “no”.

137. Nepo Baby “Nepo baby", a play on the word "nepotism",

is used to refer to a person who benefits from
their family connections or privileged
background rather than their own merit or
talent.

138. Not Me When someone uses the phrase "Not me (??)"

on social media, they’re conveying a sense of
astonishment or disbelief.

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139. NPC (Non Player "NPC" stands for "Non-Player Character" and
Character) is used as a metaphor to describe someone who
is perceived as lacking independent thought or
blindly following trends.

140. NPS (Net Promoter Net Promoter Score (NPS) is a widely used
Score) metric that measures customer loyalty and
satisfaction. It has become a popular way for
businesses to gauge their customers' likelihood
to recommend them.

141. Old Money Aesthetic “Old Money Aesthetic” is a TikTok trend that
refers to a style associated with the established
and wealthy elite.

142. OOMF OOMF is an acronym that stands for "One of

My Followers” and is used as a way of
referring to someone without mentioning their
name to maintain privacy, confidentiality or
even mystery.

143. Open Graph Open Graph is a technology protocol

developed by Facebook that allows webpages
and web developers to control how their
content is presented and shared on social
media networks.

144. Organic Reach Organic reach refers to the number of unique

users or followers who see and engage with
your content on social media without any paid
promotion or advertising.

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145. PEP PFP is an acronym that stands for "Profile
Picture" on social media platforms and other
online platforms.

146. Pitch In the context of marketing and social media,

"pitch" refers to the act of presenting or
promoting a product, service, or idea to a
target audience, brand, or potential customers.

147. POV Video A POV (point of view) video is a type of video

filmed from the perspective of the person who
is creating it, giving the viewer a sense of
being there in the moment and experiencing
the events as they unfold.

148. PSA (Public Service A PSA, or Public Service Announcement,

Announcement) refers to a post or message intended to raise
awareness about a specific issue, educate the
public, or promote a cause or important
message.

149. Put on Blast When someone says they're going to "put

someone on blast," it means they intend to
publicly expose or criticize that person's
actions, behaviour, or personal information.

150. Quiet Quitting Quiet quitting, also known as silent

resignation or stealth resignation, refers to a
situation where someone disengages or

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 withdraws from their job without explicitly
expressing their intention to leave.

151. Re-pin "Repin" is a term used on the social media

platform Pinterest. It refers to the action of
saving or sharing someone else's image or
posting on your own Pinterest board.

152. Referral Traffic Referral traffic refers to the visitors who come
to a website through a hyperlink or referral
link from another website.

153. Reply Guy A "reply guy" is a social media term used to

describe a specific type of user who
consistently and excessively replies to other
people's posts, especially those who have a
larger following.

154. Retweet (RT) "RT" stands for "retweet." A retweet is a

feature on Twitter that allows users to share
someone else's tweet with their own followers.

155. Rizz “Rizz” is a slang term that refers to someone’s

skill in charming or seducing a potential
romantic partner.

156. RN (Right Now) On social media, "RN" is an abbreviation that

stands for "right now." It’s commonly used to
convey that something is happening at the
present moment or to express immediate
actions or feelings.

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157. Say less This phrase means “I’m already convinced,
you don’t have to say anything else to get me
on board.”

158. Shadow-ban Shadow-banning is a practice that is

sometimes used by social media platforms to
limit the visibility of a user's content without
the user being aware of it.

159. Share of Voice (SOV) Share of Voice (SOV) is a marketing metric

that refers to the percentage of a brand's total
advertising impressions or mentions within a
specific market or industry.

160. Sheesh "Sheesh" is an exclamation or interjection that

is often used to express a range of emotions,
such as surprise, disbelief, frustration, or
admiration.

161. Shook “Shook” is a slang term used to describe a state

of shock, surprise, or astonishment. It is
typically used when something unexpected or
impactful happens that leaves a person feeling
mentally shaken.

162. Shorby Shorby is a link in bio tool that allows users to

create landing pages containing multiple links
that they can add to their social profiles to
showcase their content.

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163. simp “Simp" is a slang term used to describe a
person who is perceived as overly submissive
or even desperate for the attention or affection
of someone without receiving anything in
return.

164. Sksksk "Sksksk" is an internet slang term that is often

used to express excitement, amusement, or to
convey laughter.

165. Slay “Slay" is a slang term used to describe

someone who has done so exceptionally well
that they killed it, hence “slay.”

166. Sliding into DMs "Sliding into the DMs" suggests a stealthy way
to message someone without being noticed.
This phrase is often used in a lighthearted or
humourous way.

167. SMB (Small and "SMB" stands for "Small and Medium-sized
Medium-sized Business) Business." This term is used to categorize
businesses based on their size and level of
operations.

168. SMH (Shake My Head) In internet slang, "SMH" stands for "shaking
my head." It is often used to express
disapproval, disappointment, or frustration
with someone or something.

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169. Swiftie A "Swiftie" is a term used to describe a
dedicated and passionate fan of the singer-
songwriter Taylor Swift.

170. TBF (To Be Fair) "TBF" is an abbreviation that stands for "to be
fair." It is used to preface a statement or
opinion in which the person wants to
acknowledge a different perspective or
provide context.

171. Trigger Warning (TW) A trigger warning is a notice provided before

content that could potentially evoke strong
emotional or psychological reactions in
individuals who have experienced trauma or
have specific sensitivities.

172. Touch Grass Touch Grass is a figurative expression to

suggest that someone should spend time
outdoors, disconnect from technology, and
engage with the physical world, specifically
by being in nature or getting fresh air.

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 Business Analytics
S.NO JARGONS MEANING
1. Predictive Analytics A branch of analytics that uses historical
data, machine learning, and statistical
algorithms to predict future outcomes and
trends.
2. Cohort Analysis A technique that involves tracking a group of
users or data points that share common
characteristics over a specific period to
analyse their behaviour.
3. Hyper parameter The process of optimizing the parameters
Tuning that control the learning process of a
machine learning model, which are not
learned from the data but set before training.
4. Data Lake A large storage repository that holds vast
amounts of raw data in its native format until
it's needed for analysis.
5. ETL (Extract, A process used in data warehousing that
Transform, Load) involves extracting data from various
sources, transforming it into a format
suitable for analysis, and loading it into a
database or data warehouse.
6. Sentiment Analysis A technique in natural language processing
(NLP) used to determine the sentiment or
emotional tone behind a body of text, often
used in customer feedback analysis.

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7. Anomaly Detection The identification of rare items, events, or
observations in data that do not conform to
expected patterns, often used in fraud
detection and network security.
8. Churn Analysis The process of identifying customers who
are likely to leave a service or stop buying a
product, often used in customer retention
strategies.
9. Clustering A machine learning technique that groups a
set of objects in such a way that objects in
the same group (or cluster) are more similar
to each other than to those in other groups.
10. Natural Language A field of artificial intelligence that focuses
Processing (NLP) on the interaction between computers and
humans through natural language, enabling
computers to understand, interpret, and
generate human language.
11. Multivariate Analysis A statistical technique used to understand the
relationship between multiple variables at
once, often used in complex business
scenarios.
12. Bayesian Inference A method of statistical inference in which
Bayes' theorem is used to update the
probability for a hypothesis as more
evidence or information becomes available.
13. Data Wrangling The process of cleaning and unifying messy
and complex data sets for easy access and
analysis.

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14. Time Series Analysis A method of analyzing data points collected
or recorded at specific time intervals to
identify trends, cycles, and seasonal patterns.
15. Monte Carlo A computational technique that uses
Simulation repeated random sampling to obtain
numerical results, often used to model the
probability of different outcomes in a
process that cannot easily be predicted due to
the intervention of random variables.
16. Prescriptive Analytics Recommends actions by analyzing data and
predicting outcomes using complex
algorithms.
17. Descriptive Analytics Analyzes historical data to identify trends,
patterns, and relationships.
18. Cohort Analysis Examines the behaviour of groups with
shared characteristics over time.
19. Data Mining Extracts useful information from large
datasets using statistical methods and
machine learning.
20. Data Lake A storage repository that holds vast amounts
of raw data in its native format until needed
for analysis.
21. ETL (Extract, Processes data by extracting it from sources,
Transform, Load) transforming it for analysis, and loading it
into a database.
22. Natural Language Enables machines to understand, interpret,
Processing (NLP) and generate human language.

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23. Sentiment Analysis Analyzes text data to determine the
sentiment or emotional tone behind it.
24. Clustering Groups similar data points together based on
characteristics, often used in market
segmentation.
25. Anomaly Detection Identifies rare or unusual data points that do
not conform to expected patterns
26. Churn Analysis Predicts the likelihood of customers leaving
a service or product, aiding in retention
strategies.
27. Multivariate Analysis Analyzes relationships between multiple
variables simultaneously.
28. Bayesian Inference Updates the probability of a hypothesis as
more evidence becomes available, based on
Bayes' theorem.
29. Data Wrangling The process of cleaning and unifying messy,
complex data sets for easier analysis.
30. Time Series Analysis Analyzes data points collected over time to
identify trends and patterns.
31. Monte Carlo Uses repeated random sampling to simulate
Simulation and predict the behavior of complex systems.
32. Machine Learning A type of artificial intelligence that allows
computers to learn from data and improve
performance over time without being
explicitly programmed.

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33. Big Data Refers to large, complex datasets that are
difficult to process using traditional data-
processing techniques.
34. Key Performance Measurable values that indicate how
Indicators (KPIs) effectively a company is achieving key
business objectives
35. Data Governance The overall management of the availability,
usability, integrity, and security of data used
in an organization.
36. Data Visualization The graphical representation of data to help
stakeholders understand complex data
insights.
37. Artificial Neural Computational models inspired by the
Networks (ANNs) human brain, used in deep learning to
recognize patterns and make predictions.
38. A/B Testing The process of deriving high-quality
information from text by identifying patterns
and trends through statistical pattern
learning.
39. Dimensionality The process of reducing the number of
Reduction random variables under consideration by
obtaining a set of principal variables, often
used to simplify models and reduce noise in
data.
40. Customer Lifetime A prediction of the net profit attributed to the
Value (CLV) entire future relationship with a customer,
helping businesses focus on long-term
profitability.

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41. Data Silos Isolated pockets of data that are controlled
by one department and are not accessible by
others, which can lead to inefficiencies and
missed opportunities in data-driven
decision-making.
42. Regression Analysis A statistical method used to examine the
relationship between a dependent variable
and one or more independent variables, often
used for forecasting and predicting trends.
43. Data Integrity The accuracy, consistency, and reliability of
data throughout its lifecycle, ensuring that
data remains unchanged during transfer,
storage, and processing.
44. Data Normalization The process of organizing data to reduce
redundancy and improve data integrity by
ensuring that data is stored logically and
consistently.
45. Confounding Variable A variable that influences both the dependent
variable and independent variable, causing a
spurious association that can lead to
incorrect conclusions if not accounted for in
the analysis.

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 HR ANALYTIES
S.NO JARGONS MEANING
1. People Analytics The use of data analysis techniques to
understand and improve workforce
performance and decision-making.
2. Predictive Workforce Forecasting future workforce trends and
Analytics behaviors using historical data and statistical
models.
3. Employee Churn Rate The rate at which employees leave a
company within a specific period, often used
to measure employee retention.
4. Attrition Analysis The study of employee turnover patterns to
identify underlying causes and inform
retention strategies.
5. Competency Mapping A process that identifies the skills,
knowledge, and behaviors required to
perform a job effectively.
6. Organizational A method of studying communication
Network Analysis patterns and relationships within an
(ONA) organization to understand collaboration and
information flow.
7. Sentiment Analysis A technique used to analyze employee
feedback, surveys, and communications to
gauge overall sentiment and morale.

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8. Talent Analytics The practice of analyzing data related to
talent acquisition, development, and
retention to improve HR decision-making.
9. Job Evaluation The systematic process of determining the
relative worth of jobs within an organization.
10. Human Capital ROI A metric that measures the financial return
(Return on Investment) on investments made in employee
development, training, and well-being.
11. Diversity Analytics The analysis of workforce diversity metrics
to identify patterns, gaps, and opportunities
for fostering an inclusive workplace.
12. Engagement Index A composite metric that measures the level
of employee engagement within an
organization, often derived from surveys and
feedback.
13. Skill Gap Analysis The process of identifying gaps between the
skills employees currently have and the
skills needed for future business
requirements.
14. Workforce The practice of dividing the workforce into
Segmentation distinct groups based on characteristics like
role, performance, or tenure for targeted HR
strategies.
15. Absenteeism Rate The percentage of workdays lost due to
employee absences, often used to assess
workforce health and engagement.

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16. Succession Planning A strategy for identifying and developing
future leaders within an organization to
ensure a smooth transition when key
positions become vacant.
17. Human Capital The process of comparing an organization’s
Benchmarking HR metrics against industry standards or
competitors to identify strengths and areas
for improvement.
18. Pulse Survey A short, frequent survey used to quickly
gauge employee sentiment and satisfaction
on specific issues.
19. Workforce Planning The process of analyzing and forecasting the
current and future workforce needs to ensure
the organization has the right talent in place.
20. Talent Sourcing The use of data analysis to optimize the
Analytics sourcing and recruitment of talent, including
the identification of effective channels and
strategies.
21. Employee Lifetime The total value an employee brings to the
Value (ELTV) organization over their entire tenure,
including productivity, contributions, and
impact on culture.
22. Compensation The analysis of salary, benefits, and other
Analytics compensation data to ensure competitive and
equitable pay practices.
23. Turnover Rate The percentage of employees who leave an
organization during a specific period, often
used to measure retention.

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24. Workforce Sentiment The use of text analytics to assess employee
Analysis sentiment from surveys, emails, and other
communications.
25. Organizational Climate A survey designed to assess the overall
Survey mood, attitudes, and perceptions of
employees regarding their work
environment.
26. Learning and The use of data to measure the effectiveness
Development (L&D) of training programs and their impact on
Analytics employee performance.
27. Time-to-Fill The average time it takes to fill a vacant
position, often used as a metric of
recruitment efficiency.
28. Employee Net A metric that measures employee loyalty and
Promoter Score (eNPS) satisfaction, similar to the Net Promoter
Score used for customer satisfaction.
29. Workforce The analysis of employee data based on age,
Demographics gender, ethnicity, and other demographic
factors to understand workforce diversity
and trends.
30. HR Dashboard A visual display of key HR metrics and data
that provides a quick overview of workforce
performance and trends.
31. Competency The evaluation of an employee’s skills,
Assessment knowledge, and abilities against predefined
competency standards.

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32. Labor Market The analysis of labor market data, including
Analytics supply and demand trends, to inform
recruitment and workforce planning
strategies.
33. Organizational The practice of planned, systemic change in
Development (OD) the attitudes, beliefs, and values of
employees for individual and company
growth.
34. FTE (Full-Time A unit that indicates the workload of an
Equivalent) employed person in a way that makes
workloads comparable across various
contexts.
35. HR Cost Per Employee The total cost incurred by HR activities per
employee, including recruitment, training,
benefits, and salaries.
36. Workforce The output of the workforce in relation to the
Productivity input, often measured as revenue per
employee or similar metrics.
37. Employee Advocacy When employees promote their company’s
products, services, or brand voluntarily,
often driven by a positive workplace culture.
38. Headcount Analytics The analysis of employee numbers,
including tracking headcount changes,
forecasting, and understanding the impact on
organizational performance.
39. Workforce Agility The ability of an organization’s workforce to
adapt quickly to changing business
conditions.

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40. Cross-Functional Analyzing data that spans multiple
Analysis departments or functions within an
organization to gain a holistic view of
workforce performance.
41. Organizational The degree to which an organization’s
Alignment workforce and resources are aligned with its
strategic goals and objectives.
42. Compensation Ratio The comparison of an employee’s salary
against the midpoint of the salary range for
their position, used to assess pay equity.
43. Engagement Score A composite metric that quantifies the level
of employee engagement, often based on
surveys and feedback.
44. Talent Retention Risk The likelihood of high-performing
employees leaving the organization, often
assessed through analytics and predictive
modelling.
45. Cultural Fit Analysis The assessment of how well a candidate’s
values, beliefs, and behaviour align with the
company culture.

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 Financial Management
S.NO JARGONS MEANING

1. Abstract of title This is a document which

summarises all the title deeds to a
property such as a house. It is drawn
up for the seller when a property is
being sold.

2. Accumulation date This is the date when income

will be credited to a unit trust which
reinvests its income (an
accumulation unit), instead of
paying the income out to the
investors.

3. AER This stands for annual

equivalent rate. It is quoted by
financial institutions, such as banks,
to show how much the interest rate
would be if the interest was worked
out just once a year. It is intended to
make it easier for people to judge
how much interest they pay (or
receive) when it is being worked out
more than once a year. It is also
intended to make it easier to
compare different financial
products.

88
4. Affidavit An affidavit is a written statement
which is sworn to be true by the
person signing it. It is sworn before
someone authorised by the court.

5. Attorney An attorney is a person

appointed to act for another person
(such as when someone is unable to
look after their own affairs). A
formal document called a power of
attorney is used to appoint the
attorney.

6. Audit An audit is an independent

examination of an organisation's
records and financial statement
(report and accounts) to make sure
that: the financial statements show
a fair reflection of the financial
position at the accounting date;
The income and spending is shown
accurately;
The financial statements meet any
legal conditions; and
The financial statements are drawn
up clearly.

89
7. Auditing standards The organisations which regulate
auditors, such as The Institute of
Chartered Accountants in England
and Wales, set standards which
have to be followed during an audit.
These are called auditing standards.

8. Auditor's report This is a report and opinion, by an

independent person or firm, on an
organisation's financial records.

9. Authorised share capital This is the highest amount of share

capital that a company can issue.
The amount is set out in the
company's memorandum of
association

10. BACS payment BACS stands for Bankers

Automated Clearing System which
is a system for sending money
electronically between banks. A
BACS payment happens when
money is sent electronically from
one bank account to another.

11. Bail If someone is given bail, they are let

out of prison until their court case.
Usually someone has to pay, or
promise to pay, an amount of money
as a condition of bail being granted.
If the accused person does not

90
 appear at the trial, the court can
keep the money put up for bail.

12. Bailee A bailee is the person or

organisation which looks after
valuable items to keep them safe for
the owner.

13. Bailiff A bailee is the person or

organisation which looks after
valuable items to keep them safe for
the owner.

14. Bailment This involves transferring

possession of goods from the owner
to someone else. The ownership of
the goods is not transferred.

15. Bailor A bailor is the owner of valuable

items which are in the possession of
another person or organisation for
safekeeping.

16. Bankruptcy If someone cannot pay their debts

when they are due to be paid, a court
may issue a bankruptcy order
against them. This order takes
ownership of the debtor's property

91
 away from the debtor and allows
much of the property to be sold. The
money raised is divided between
the creditors following strict rules.

17. Bare trustee A bare trustee holds property ‘on

trust' for another person until asked
to return the property.

18. Barter This is a way of paying for things,

without using money, by
exchanging goods.

19. Basic−rate tax Once you have used up all your tax
allowances and all your lower−rate
tax band, you pay

20. Basic state pension This is the retirement pension the

Government pays to people who
have paid enough national
insurance contributions. Some
people may receive a reduced basic
state pension because they have not
paid enough contributions.

21. Bear A bear is someone who expects

share prices to fall in the future and
sells shares now so that they can
buy them back later at a lower price.

22. Bearer The bearer of a document is the

person who has it in their
possession.

92
23. Beneficial interest If something really belongs to a
person, even though they do not
legally own it, they have a
beneficial interest in it. If, for
instance, parents hold an
investment on behalf of their child,
they are the legal owners but the
child is the beneficial owner of the
investment.

24. Beneficiary This is someone who benefits from

a will, a trust or a life insurance
policy.
Benefit statement If employees
are in an occupational pension
scheme, they receive regular benefit
statement which explain how much
pension benefit they have earned.

25. Benefits in kind If an employee or a director gets

benefits (perks) from their work,
such as a company car, the benefits
are called benefits in kind. They
may have to pay tax on the value of
the benefit in kind.

26. Bequeath If you bequeath something, you

leave it to someone in your will.
You cannot bequeath land or real
property but you can devise them.

93
27. Bequest A bequest is something given in a
will, other than land or real
property. Bid/offer spread. This is
the difference between the bid price
and the offer price. Bid price. If you
are a member of a unit trust, this is
the price you will get for each unit
if you cash them in.

28. Bona vacantia This means belonging to nobody.

29. Bond A bond is a written promise to repay

a debt at an agreed time and to pay
an agreed rate of interest on that
debt.

30. Bought note Stockbrokers produce bought notes

for their clients. The bought note
shows details of the investments the
broker has bought for the client,
including the price paid and any
commission and duty charged.

31. Breach of duty A breach of duty is failing to carry

out something which is needed by
law (or doing something the law
forbids).

32. Breach of trust A breach of trust happens if a trustee

does something which is against the

94
 trust's rules or fails to do something
needed by the trust's rules.

33. Bull A bull is someone who buys shares

now because they expect the price
to rise in the future. After the price
has risen, they may sell the shares at
a profit.

34. Buying charge This is the charge made when you

first invest in a fund such as an ISA,
OEIC or unit trust.

35. Cancelled from inception This phrase refers to a contract for

(CFI) an investment product (such as a
personal pension) which has been
cancelled within the 'cooling−off'
period.

36. Capital adequacy Banks and some other financial

requirement organisations have to have a certain
amount of capital to make sure that
there is enough money to support
their business. It is called the capital
adequacy requirement.

37. Capital Transfer Tax This was introduced in the 1970s to

(CTT) tax money and assets given away by
people during their lifetime, as well
as on the estates of people who died.

95
 Its name was later changed to
inheritance tax.

38. Cash ISA You can invest money in a cash ISA

to earn tax−free interest.

39. Cash option (or If you are in a pension scheme and

commutation) take this option, you will receive a
lump sum straightaway. However,
you will then get a lower pension
than if you had not had the lump
sum.

40. CAT standard The Government has created a

system to show which ISAs meet
stated standards for charges, access
and terms. The ISAs which meet
these will have reached the CAT
standard.

41. Caveat A caveat is a warning.

42. CHAPS This stands for Clearing House

Automated Payments System. It is a
computer system which allows
payments to be made electronically.
The payment goes from the paying
bank to the receiving bank on the
same day.

96
43. Charge card A charge card is a type of credit
card. It is often issued by a store to
its customers so that the customers
can buy goods from the store on
credit.

44. Contract in Members of occupational pension

schemes can contract in to the state
earnings related pension scheme
(SERPS) by paying full national
insurance contributions. When they
retire they will be able to draw their
occupational pension as well as
their state earnings related pension.

45. Contract out If someone contracts out of the state

earnings related pension scheme
(SERPS), they pay less national
insurance. Instead they pay into a
private pension scheme which has
to meet certain conditions.

46. Deferred taxation This is tax which is expected to be

paid at some time in the future but
is not due in the short term.
Payment has usually been
postponed because of tax relief.

47. Domicile Your domicile is the country where

your permanent home is, even if
you are living somewhere else for n

97
48. Domiciled This means permanently based in a
country.

49. Drawee In the case of a cheque, this is the

bank that will pay the cheque. (In
other words, the bank which will
pay the amount written on the
cheque.)

50. Drawer This is the person or organisation

which has drawn a cheque.

51. Duty Duty is a levy charged by the

Government, usually when things
are bought, such as shares or
buildings.

52. Earnings−related If something, such as a pension

contribution, goes up in line with
increases in earnings, it is described
as earnings−related.

53. Eurocheques These are cheques issued by banks

in Europe which are used with a
eurocheque card.

54. Excess This is the amount by which

someone has gone over their agreed
overdraft facility. It is also the first
amount of any claim an insurance
policyholder has agreed to pay

55. Exchange control The Bank of England controls the

flow of currencies in and out of the
UK. It buys and sells our currency

98
 in to try and keep the exchange rate
with other currencies within certain
limits.

56. Exchange equalisation This is an account kept by the Bank

account of England. It holds the United
Kingdom's foreign exchange and
gold reserves.

57. Forbearance This is when one party to an

agreement does not pursue their
rights even though another party to
the agreement has not kept to the
agreement's terms.

58. Force majeure This is an event which cannot be

controlled and which stops duties,
under an agreement, being carried
out.

59. Franked investment This is a company's investment

income income which has tax credits
relating to it.

60. Free−standing AVC This stands for free−standing

additional voluntary contribution. If
someone is in an employer's
scheme, which is not contracted out
of SERPS, they can contract out
themselves and pay into a
free−standing additional voluntary
contribution scheme (FSAVC).

99
61. Gilt−edged securities These are first−classsecurities such
as government stocks or local
authority stocks.

62. Hire purchase This is a form of credit which

allows the purchaser to have
possession of the goods shown in
the hire purchase agreement.
Ownership passes to the purchaser
when they have paid all the
instalments and any fee.Holding
company This is a company which
controls another company, usually
by owning more than half of its
shares.

63. Hypothecation This happens when a person gives a

bank authority to sell goods which
have been pledged as security for a
loan.

64. Incapacity benefit Incapacity benefit is paid to people

who are too ill to work.

65. Income drawdown Under this system, people with

personal pensions can take money
from their personal pension fund
instead of using the fund to buy an
annuity. Income tax You pay this tax

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 according to how much income you
have under various categories.

66. Income unit This is a unit trust which pays out

the income it earns to the investors,
instead of reinvesting it.

67. Indemnity If someone promises to compensate

someone else for loss or damage, it
is called an indemnity. Independent
financial adviser (IFA)
This is a qualified person or firm
that can give people independent
advice on life insurance and
pensions and is not tied to a
particular company.

68. Indexation This means making adjustments

to allow for the effects of inflation.
Individual Savings Account (ISA)
This is a savings account which
was introduced 6 April 1999. The
income earned by the money
invested will be free of tax. In each
tax year you can invest in:up to
three different types of mini ISAs;
or one maxi ISA.

101
69. Inflation This is the name for general price
increases.

70. Inheritance tax This tax is charged on certain gifts,

and on the value of the estate left by
someone who has died.

71. Input tax This is the value added tax you pay
when you buy goods and services.

72. Interest rate swaps If you are earning variable interest

on money you have deposited at
your bank, but you are worried that
interest rates will drop in the future,
you can change your investment to
earn a fixed rate of interest. This
will protect you from falling
interest rates and it is called an
interest−rate swap.

73. Intestacy This happens when someone dies

without leaving a will. Their estate
is divided up between their relatives
following the rules set by law.

74. Investment grade issuers These are soundly based companies

of the highest quality.

75. ISA This is an individual savings

account. The interest earned from
an ISA is free of tax.

76. Lien A lien is the right to keep possession

of something, owned by someone

102
 who owes a debt, until the debt has
been settled.

77. Middle−band earnings These are earnings between

lower−band earnings and
upper−band earnings. Mini ISA
There are three types of mini-
ISA you can invest in, these being
cash, life assurance and stocks and
shares. The income earned will be
free of tax.

78. MIRAS This stands for mortgage interest

tax relief at source. It was income
tax relief on mortgage interest paid
(up to the limit allowed), and the
mortgage repayments were reduced
to allow for it.

79. Open ended investment An OEIC is a type of unit trust but

companies (OEICs) there is no difference between the
bid price and the offer price. In
other word the buying price and the
selling price is always the same.

80. Operating lease Under this type of lease, ownership

of the leased goods stays with the
lessor (the company leasing out the
goods).

81. Out of date If a cheque is dated more than six

months before the date when it is

103
 presented for payment, the bank
may refuse to pay it.

82. Output tax This is the value added tax (VAT)

charged by a business registered for
VAT, on the goods and services it
sells.

83. Payee This is the person money is being

paid to.

84. Payment countermanded If a bank's customer asks the bank

not to pay a cheque, the bank may
write 'payment countermanded' on
the cheque before it is sent back.

85. Personal allowance People do not have to pay income

tax on all their income. Everyone
gets a tax allowance which allows
them to have some income they do
not have to pay tax on. However,
the amount varies depending on
personal circumstances.

86. Personal guarantee This is a pledge by a person to a

bank to repay a debt if the bank's
customer fails to pay it.

87. Personal pension Self−employed people or people

who are not in an occupational
pension scheme can take out these
pensions.

88. Personal representative If someone dies, a personal

representative is appointed to deal

104
 with the dead person's estate. If
there is a will, the executors
appointed will be the personal
representatives. If there is no will,
the courts will appoint someone.

89. PIN This stands for personal

identification number. It is a secret
number given to an account holder
to be used when they put their credit
card or cash card into an automatic
teller machine (ATM). If the
number they use is correct, they will
be allowed access to their account.

90. Please represent If a bank has refused to pay a

cheque because there was not
enough money available in the
customer's bank account, it may
mark the cheque 'please represent'.
It will do this if there is likely to be
enough money to pay the cheque in
a few day- time.

91. Pledge If someone pledges goods, they let

a second person take possession of
the goods, but the person pledging
the goods still owns them. It is often
done as security for money owed or
to make sure that something is done
as promised.

105
92. Poll When a company has a poll vote,
each shareholder has one vote for
each share they own.

93. Post−dated If a cheque is written with a date in

the future, it is 'post−dated'.

94. Post−dated (no If a cheque is returned unpaid with

represent) this written on it, the bank will not
honour it if it is represented.

95. Power of attorney A power of attorney is a document

which gives power to the person
appointed by it to act for the person
who signed the document.

96. Premium This is the money the policyholder

pays to the insurance company in
return for the cover set out in the
insurance policy.

97. Prepayment (prepaid) In a set of accounts this means

something which has been paid out
which covers a period after the end
of the accounting period. You may
have paid an insurance premium for
the year to 30 September. If your
accounting year ends on 30 June, 3
months of your premium will be
prepaid.

98. Probate When someone dies, the executors

of the dead person's estate apply to

106
 the court for authority to deal with
the estate. This authority is called
probate.

99. Put option This is a right to sell foreign

currency at a particular exchange
rate.

100. Qualifying policy This is a policy which can pay its

proceeds, free of tax, if the
conditions have been met.

101. Quorum A quorum is the lowest number of

qualifying people needed for a
meeting to be valid.

102. Rate of risk If an investment carries more risk it

is expected to deliver better returns
than a lower−risk investment.

103. Refer to drawer−please If this is written on a cheque which

represent is returned, the bank sending the
cheque back expects that there may
be enough money available in the
bank account to pay the cheque
when it is presented again.

104. Related party This is someone, or an organisation,

which controls or significantly
influences another organisation.

105. Remedy This is using the law to get

compensation for damage done or
for rights infringed. A remedy is

107
 also using the law to prevent
something from happening.

106. Rent Rent is the term used to describe a

payment for using land, buildings or
equipment.

107. Rentcharge This is the name for a charge to use

land such as a chief rent but it does
not include tenancies and leases.

108. Representations These are facts borrowers give to

lenders about themselves when they
apply to borrow money.

109. Reserves These are amounts set aside in one

year's accounts, which can be spent
in later years. Some types of reserve
can only be spent if certain
conditions are met.

110. Retained profits (or Retained profits are those profits

losses) earned by a business which have not
yet been spent.

111. Retirement annuity Retirement annuities are still in

existence though none have been
started since June 1988. They were
taken out by self−employed people
or employed people who were not
in an employer's pension scheme.

112. Reversion If the owner of a piece of freehold

property leases it to someone else
for a period, the freehold property is

108
 in reversion during the period of the
lease. In other words, reversion is
the owner's right to retake
possession when the lease ends.

113. Rights issue This is an issue of extra shares by a

company. Existing shareholders can
buy extra new shares in proportion
to the shares they already hold. The
shares are usually on sale at a price
lower than the stock−market price
to encourage shareholders to buy.
The shareholders can sell the rights
if they do not wish to use them.

114. Schedule A Schedule A rules were used to work

out income tax on certain rents and
other income from land.

115. Schedule D Self−employed people's income tax

is worked out using the tax rules in
Schedule D. Schedule E
Employee’s & directors' income
tax is worked out using the rules in
Schedule E. Scrip dividend
Sometimes companies will offer
to pay dividends in shares instead of
cash if shareholders want this.

116. Scrip issue If a company offers free shares to its

shareholders in proportion to their

109
 existing shareholdings, it is called a
scrip issue (or a bonus issue).

117. Show of hands If voting is on this basis, each

person who can vote has one vote
only.

118. Sickness Benefit Sickness Benefit has now been

replaced by Incapacity Benefit.
Sine die
If a meeting is adjourned sine die,
no date has been set for it to be
continued.

119. Sold note Stockbrokers produce sold notes for

their clients. The sold note shows
details of the investments sold for
the client, including the sale price
and any charges taken.

120. Sole trader A sole trader is someone who is in

business on their own. They have no
business partners and they do not
trade through a company.

121. Sort code Each bank branch is given an

identification number which is
called a sort code. The sort code is
used on cheques and other bank
documents to identify the bank
branch.

110
122. Spot rate This is the exchange rate for
foreign−exchange transactions
which are being done straightaway.

123. Stakeholder pension The Government has announced

plans for the stakeholder pension
which is a type of personal pension.
There will be a rebate which will
reduce the employee's national
insurance contributions and the
rebate will be invested in the
stakeholder pension.

124. Stamp duty Stamp duty is a tax on the transfer

documents for certain types of
transaction. Examples are the
buying of shares, patent rights and
properties.

125. Standard & Poor This organisation rates companies

according to their financial
strength.

126. Standing order This is an instruction by a bank's

customer to the bank, to pay an
amount of money regularly to
another bank account.

127. State earnings related People working for an employer

pension scheme can earn this extra state pension.
(SERPS) They pay extra national insurance
as their earnings rise above a lower
limit and some of this extra national

111
 insurance is for the increased
pension.

128. State pension scheme The Government pays a basic state

pension to everyone who has paid
the minimum national insurance
contributions.

129. Statistical sampling This involves the randomly

choosing of items to be tested, and
then using probabilities (the
likelihood of things happening) to
decide the acceptable rate of error
for the test to be treated as
successful.

130. Statutory accounts Statutory accounts are company

accounts which have been filed
with the Registrar of Companies.

131. Statutory audit By law, certain companies have to

have their accounts audited by
suitably qualified accountants. This
is called a statutory audit.

132. Statutory books By law, companies must keep books

of account to show and explain all
their transactions. These are called
statutory books.

133. Statutory Sick Pay Employers have to pay this to

employees who are off work
because of sickness. The

112
 Government sets Statutory Sick Pay
rates.

134. Stockbroker A stockbroker buys and sells stocks

and shares for clients.

135. Stock control Stock control is a system for

keeping adequate control of stock
levels and for preventing stock
losses.

136. Sub judice If something is sub judice, it is

being dealt with by the court and
cannot be discussed outside the
court.

137. Superannuation This is a regular contribution to a

pension scheme by an employee.

138. Surcharge This is an extra charge banks make

if a customer does not keep to their
agreement with the bank.
It is also a penalty charged if tax
is not paid on time.

139. Surety A surety is someone who takes

responsibility for someone else's
debts or promises, and guarantees
that they will be paid or undertaken.

140. Surrender value If a policyholder cancels a life

policy early, the insurance company
will pay the policyholder an amount
of money called the surrender
value.

113
141. SWIFT payment SWIFT stands for Society for
Worldwide Interbank Financial
Telecommunications and it is an
international system for paying by
credit transfer. A SWIFT payment is
a payment from one bank account to
another using the SWIFT system.

142. Tax avoidance Reducing tax bills by using legal

means is called tax avoidance. Tax
code
The Inland Revenue work out the
allowances for each taxpayer
paying PAYE. The total allowances
are converted into a code number
which is used with tax tables to
work out how much tax should be
taken from the income.

143. Tax credit When companies pay dividends

they send each shareholder a
dividend warrant. The warrant
shows the amount of the dividend
and also a figure for a tax credit. For
basic−rate tax payers the tax credit
covers the income tax due on the
dividend.

144. Teeming and lading Breaking the law to reduce tax bills
(such as by concealing income) is
called tax evasion. Tax month The

114
 tax year is split up into 12 monthly
periods. The first tax month starts
on 6 April and finishes on 5 May
and the other 11 months start on the
6th and finish on the 5th of the
following month.

145. Teeming and lading This is a term used to describe

attempts to hide the loss of cash
received from one customer by
using cash from another customer
or customers to replace it. It also
involves using other customers'
money in the same way, and so on.

146. Tender If an organisation asks firms to send

in tenders to supply something, they
are asking for firm written offers to
do the work to an agreed standard
and at a stated price.

147. TESSA This stands for Tax Exempt Special

Savings Account. It is a special
savings account with banks,
building societies and so on and the
interest is free of tax if you keep to
any rules about withdrawals.

148. Title deeds These are the documents which

prove who owns a property and
under what terms.

115
149. Tracker fund Tracker funds invest in the same
shares and in the same proportions
as those reflected in the financial
index they are tracking (such as the
FTSE 100 index).

150. Transferee This is the person something is

transferred to.

151. Transferor This is the person who transfers

something to someone else.

152. Treasury bill This is an unconditional written

promise by the Treasury to repay
money it has borrowed for the short
term, to pay for the Government's
spending.

153. True and fair view When auditors examine an

organisation's accounting records
and annual accounts they have to
decide whether the accounts present
a fair and honest picture of the
organisation's trading and finances.
The audit report has to say whether
the accounts show a true and fair
view.

154. Trust corporation A company which acts as a trustee

and holds the trust's assets is called
a trust corporation. Turnover, A
business's turnover is the total value
of its sales over a particular period.

116
155. Uncleared cheque This is a cheque which has been
paid into an account, but the
payment for it has not yet been
collected from the bank the cheque
which will pay the cheque.

156. Unit−linked Some investment policies, such as

endowment policies, are used to
invest in unit trusts. These are called
unit−linked life assurance policies.

157. Unit trust People can invest in unit trusts by

buying units. The managers of the
trust use the money people invest to
buy investments. The fund manager
values the fund's assets from time to
time and puts a new price on the
fund's units.

158. Unitised This term describes investors

joining together to buy units in a
fund such as a unit trust. Unitised
with profit People with this type of
with−profits policy have a share of
the unit trust fund their policy is
invested in.

159. Unlimited company This type of company does not limit

what its members would have to
pay towards the company's debts, if
the company was wound up.

117
160. Unpaid item This is an item such as a cheque,
standing order or direct debit which
a bank refuses to pay.

161. Unpresented cheque This is a cheque which has been

sent, but which has not yet appeared
on the bank account which will pay
it.

162. Unsanctioned This is an overdraft which has been

overdraft run up without the bank's
permission.

163. Upper earnings limit This is the highest amount of

earnings on which employees pay
national insurance.

164. Valuation point This is the date and time when the
fund manager revalue the
investments in a fund, such as a unit
trust.

165. Value added tax (VAT) Most traders in the UK are

registered for VAT. This means that
registered traders have to charge
their customers value added tax on
any goods and services they supply
which are not exempt. The VAT
collected (less VAT they have been
charged) is later paid to H M
Customs and Excise.

118
166. Waiver of premium If a member of a scheme with this
benefit becomes seriously ill or
disabled and cannot pay their
premiums, the insurance company
will pay the premium for them. This
is called waiver of premium.

167. Whole−life assurance This is life assurance cover which

lasts the lifetime of the person
whose life is assured.

168. Will A will is a legal document which

people use to bequeath (leave as a
gift) money and property when they
die.

169. With−profits policy A policyholder with this type of life

insurance policy shares in the
surpluses of the insurance
company's life insurance and
pensions business.

170. Zero−rated This means That the rate of interest is 0%; or

that the VAT rate is 0%. (But it
could be raised from this level, if
the Government wished to, without
fresh legislation being needed.)
Zero−rate does not mean the same
as exempt. If something is exempt
from tax, no tax can be charged on
it, unless the law is changed.

119
 HUMAN RESOURCE

S.NO JARGONS MEANING

1 Absenteeism A regular pattern of unplanned and
unjustified absences from work in which
employees neglect their job
responsibilities
2 Attrition The willing departure of workers (e.g.,
retiring) from an organization in which
their positions are left unfilled
3 Flexible workplace / When employers give their employees
Workplace flexibility
non- traditional work options based on
location, schedule, job duties, etc.
4 Outsource To hire workers or companies outside your
organization to perform services or
produce goods for your firm
5 Performance appraisal The evaluation and documentation of an
employee’s ability to effectively perform
their work duties and contribute to the
company
6 Turnover When employees willingly or unwillingly
leave an organization, and the company
must find new
employees to work in those roles
7 Cut [something] / Cut To reduce or lessen the amount of
down on [something]
something

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8 Give notice To inform an employer of your intention
to voluntarily leave your job by a specific
date
9 Credentials Experiences, achievement, certifications,
degrees, attributes, or other aspects of an
individual’s
background that makes them fit for a job
10 Discrimination The act of treating people unfairly based
on a certain characteristic they possess
(e.g., age, gender, race, sex, religion,
nationality)
11 Employ To give someone a job and pay them for
their work
12 Retention The ability to keep workers employed at an
organization and prevent them from
leaving their jobs
13 Balanced scorecard the term “balanced scorecard” refers to a
management and measurement system,
which
evaluates four areas of business: internal
business processes, financial
performance, customer
knowledge and learning and growth.
15 Grievance A grievance is a complaint brought forward
by an employee about an alleged violation
of law or dissatisfaction with work
conditions.

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16 Gross misconduct Gross misconduct is an action so serious
that it calls for the immediate dismissal of
an employee.
Physical violence and intoxication at work
are two common examples of this.
17 Distributive bargaining Distributive bargaining is the negotiation
between competing parties that involves the
distribution of a finite resource. One party
prevails, to the detriment of the other.
18 Nepotism Nepotism is preferential hiring of relatives
and friends, even though others might be
more
qualified for those positions. The favoritism
is generally showed by individuals in a
position of
authority such as CEOs, managers or
supervisors.
19 Broad banding Broad banding is a pay structure that places
less emphasis on hierarchy than job duties,
skills and
performance. This type of pay structure
encourages the development of a wide
variety of employee
skills and growth but comes with a
significant decrease in promotion
opportunities.
20 Bumping Bumping is a practice that gives established
senior employees whose positions are to be

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 eliminated the option of taking other
positions—often a step down, complete
with less pay—within the company that
they are qualified for and that are currently
held by employees with less seniority.
This is a way for an organization to retain
institutional knowledge and experienced
workers.
21 Due diligence Generally speaking, due diligence refers to
the steps taken to ensure compliance with
laws and regulations. In mergers and
acquisitions, due
diligence is the process of thoroughly
examining the details of an investment or
purchase to ensure
all paperwork and documentation are up to
date and compliant.
22 Emotional intelligence Emotional intelligence is the ability to
recognize, assess and manage one’s own
emotions, as well as others’ emotions. High
emotional intelligence is a must-have skill
for those working in human
resources.
23 Hawthorne effect Applied to HR, the concept is that
employee motivation can be influenced by
how aware they are of being observed and
judged on their work—a basis for regular
evaluation and metrics to meet.

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24 Succession planning This is the process of identifying long-
range needs and cultivating a supply of
internal talent to meet those future needs. It
assists in finding, assessing and developing
the individuals necessary to the strategy of
the organization.

25 Change management This is a considered approach for

transitioning individuals or organizations
from one state to
another in order to manage and monitor
change. Companies can stay ahead of the
game when they think ahead about how
they can manage the
introduction, implementation and
consequences of major organizational
changes.
26 Freedom of association Freedom of association is a right for people
to associate with (or leave) any group of
their, choosing. That group also has the
right to take collective action in pursuit of
its members’
interests. In an HR context, this generally
refers to workers’ freedom to form labor
unions.

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 27 360 Degree Survey A feedback process where employees
receive confidential, anonymous feedback
from the people who work around them.
This can include peers, managers,
subordinates, and sometimes, clients.

28 Abilene Paradox A situation where a group of people

collectively decide on a course of action
that is counter to the preferences of many
(or all) of the individuals in the group. It
highlights the challenges of group
decision-making and communication.

29 Administrative An arrangement where an employer hires

Services Only (ASO) a third party to administer its employee
benefits plans, while the employer itself
provides the funds to cover the claims.

30 Affective Events A theory that suggests employees'

Theory (AET) emotions and moods are influenced by
workplace events, which in turn impact
their job performance and satisfaction.

31 After-acquired Information that an employer discovers

evidence after an employee has been terminated,
which would have justified the
termination had the employer known
about it earlier.

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32 Allostatic Load The cumulative burden of chronic stress
and life events on an individual's body. In
a workplace context, high allostatic load
can lead to burnout and other health
issues.
Alternate
33 Methods of resolving disputes without
Dispute
going to court. This includes arbitration,
Resolution
mediation, and negotiation.
(ADR)

34 At-will Employment An employment arrangement in which

either the employer or the employee can
terminate the employment relationship at
any time, for any reason, or for no reason,
without prior notice.
Bean-feast
35 A term originally used to describe an
annual dinner or party given by employers
for their employees, but now often refers
to any festive gathering.

36 Behaviourally performance appraisal method that uses

Anchored Rating Scale specific examples of job-related
(BARS) behaviours to assess an employee's
performance on various competencies

37 Benchmark Job A job that is used as a standard to compare

other jobs within the organization or

126
 industry, often for purposes of salary
comparison and job evaluation.
Bell Curve
38 A graphical representation of the
distribution of data points where most of
the data points are clustered around the
mean, forming a bell-shaped curve. In HR,
it is sometimes used in performance
appraisals to distribute ratings.

39 Bereavement Leave Paid or unpaid time off granted to an

employee following the death of a close
family member or friend

40 Blind Job Advert A job advertisement that does not reveal

the name of the hiring company, often
used to prevent bias or protect the identity
of the employer during recruitment.

41 Boreout A situation where employees feel

demotivated and under-challenged at
work, leading to boredom and
dissatisfaction.

42 Brown Bag An informal meeting or training session

Lunch held during lunchtime where participants
bring their own food, often used for
professional development or knowledge
sharing.

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43 Bureaucratic Inertia The tendency of bureaucratic
organizations to resist change and
continue with established procedures,
even when they are no longer effective.

44 Carve-out A specific provision within a contract or

agreement that excludes certain conditions
or terms from the broader agreement. In
health insurance, it can refer to specific
services or benefits that are managed
separately from the main plan.

45 Catfish Effect The idea that competition can stimulate

productivity and engagement, similar to
how catfish in a tank can keep other fish
active and healthy.

46 Charismatic Authority A form of leadership where authority is

derived from the leader’s charisma,
charm, and ability to inspire and influence
others, rather than from formal or legal
authority.

47 Churn Rate The percentage of employees or

customers who leave a company within a
certain period, often used as a measure of
turnover or customer retention.

128
 CIPD (Chartered A professional association for human
48 Institute of Personnel resource management professionals,
and Development) based in the United Kingdom, which
provides training, qualifications, and
standards for HR practices.

49 Employee Silence The phenomenon where employees

withhold concerns, opinions, or
information about workplace issues, often
due to fear of repercussions.

50 Equity Theory A theory of motivation that suggests

employees are motivated when they
perceive that they are being treated fairly
in comparison to others.

51 Extrinsic Motivation Motivation driven by external rewards,

such as money, praise, or avoiding
punishment, rather than by internal
satisfaction.

52 Underwriter An individual or institution that assesses

and takes on financial risk on behalf of an
insurance company or other financial
institution, in exchange for a premium or
fee.

53 Unfair Dismissal The termination of an employee’s

contract without a fair reason or without
following the correct legal procedure.

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54 Unreported Work that is not declared to tax authorities,
Employment often to avoid taxes or regulations; also
known as “off-the-books” or “under-the-
table” employment.

55 Up or out A career advancement policy where

employees must either achieve a
promotion within a certain period or leave
the organization, common in competitive
industries like law or consulting.

56 Voluntary Redundancy An offer made by an employer to

employees, typically with financial
incentives, to voluntarily leave the
company as part of workforce reduction.

57 Wage Drift The difference between the agreed-upon

base wage and the actual wage received,
often due to factors like overtime,
bonuses, or changes in market conditions.

58 Weingarten Rights The rights of unionized employees to have

a union representative present during any
meeting with management that could lead
to disciplinary action.

59 Whistleblowing The act of reporting misconduct, illegal

activities, or unethical practices within an
organization to authorities or the public.

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60 Workplace Deviance Behaviour that violates organizational
norms and can harm the organization or its
members, such as theft, fraud, or
absenteeism.

61 Yellow Dog Contract An employment contract in which the

employee agrees not to join or remain in a
union as a condition of employment, now
illegal in many jurisdictions.
A work arrangement in which employees
62 Telecommuting
work at remote locations, usually at home,
using video displays, computers, and other
telecommunication equipment to carry out
their responsibilities.

Confrontation A method for clarifying and bringing into

63 Meetings
the open inner-group misconceptions and
problems so that they can be resolved.

Expectancy Chart A graph showing the relationship between

64
test scores and job performance for a large
group of people.

Manual or computerized systematic

65 Qualification
records, listing employee’s education,
Inventories
career and development, hobbies, speech,
special skills, etc. to be used in forecasting
inside candidates for promotion.

131
 Personal Replacement Employee master database exhibits
66
present performance and promote ability
of inside candidates for the most important
positions.

Position Replacement A card prepared for each position in a

67
company to show possible replaceable
candidates and their qualifications.

An employee’s dismissal that does not

68 Wrongful dismissal /
comply with the law or does not comply
termination
with the contractual arrangement stated or
implied by the firm via its employment
application forms, employee manuals, or
other promises.
Whiteboard interview Experienced recruiters test the
69
interviewee’s technical and coding
knowledge and skills.
Piecework A system or pay based on number of items
70
processed by each individual worker in
unit of time, such as items per hour or
items per day.

Under this pay system each worker

71 Straight Piecework
receives a set payment for each piece
Plan
produced or processed in a factory or
shop.

132
 The minimum hourly wage plus an
72 Guaranteed Piecework
incentive for each piece produced above a
Plan
set number of pieces per hour.

Top-Down Programs Communications activities including in

73
house television centre, frequent round
table discussions, and in-house
newsletters that provide continuing
opportunities for the firm to let all
employees be updated on important matter
regarding the firm.
Downsizing Refers to the process of reducing, usually
74
dramatically, the number of people
employed by the firm.

Outplacement A systematic process by which a

75 Counselling
terminated person is trained and counseled
in the techniques of self-appraisal and
securing new position.

Rings of Defence An alternative way of plan in which

76
temporary supplemental employees are
hired with the understanding that they may
be laid off at any time.

Insubordination Will full disregard or disobedience of the

77
boss’s authority or legitimate orders,
criticizing the boss in public.

133
 Speak Up! Programs Communications programs that allow
78
employees to register Questions,
concerns, and complaints about work
relate matters.

Reality Shock Results of period that may occur at the

79
initial career entry when the new
employee’s high job expectations confront
the reality boring, unchallenging job.

Forced Distribution Similar to grading on curve;

80 Method
predetermined percentages of rates are
placed in various categories.

Unconscious bias Certain stereotypes or prejudices against

81
certain people.

Turnover rate Percentage of employees that leave a

82
company in a given period of time.

Transferable skills Skills that are useful across all industries.

83

Talent Acquisition Process of sourcing applicants, meeting

84
qualified candidates and identifying the
right applicants for the organizations
hiring needs.

134
 Skill Gap Difference between skills required for a
85
job and the skills actually possessed by the
employees or employee seekers.
Sensitivity training A training designed to help employees in
86
an organization accept and respond to
attitudes and behaviours that may
unintentionally cause offence to others.

Return-ship A full-time paid internship for individuals

87
who have been out of the workforce for a
while.
Resume parsing Automated storage, organization and
88
analysis of resumes.
Situational interview Interview where the candidates are asked
89
hypothetical questions that are focused on
the future.
Appraisal Appraisal is an act of assessing something
90
or someone. An appraisal is a formal
opportunity to analyse your performance
at work, which also offers you a chance to
talk to your employer about your career
plans. Appraisals can be used to evaluate
pay increases and bonuses. You should be
given a written record of your appraisal
meeting.

135
 Compensatory Off Compensatory Off is an entitled leave that
91
an employee can take on a working day as
a compensation for working at employers
request on a holiday or weekend. In simple
terms, when an employee works overtime
at the request of his employer, then later
he/she can take time off or compensatory
off from their work.
CTC (Cost to Cost to Company (CTC) is the yearly
92
Company) expenditure that a company spends on an
employee. Each employee spend depends
on their salary and variable. CTC is
calculated by adding salary and additional
benefits that an employee receives such as
EPF, gratuity, house allowance, food
coupons, medical insurance, travel
expense and so on. CTC in colloquial
terms is the cost an employer bears to hire
and sustain its employees.
Formula: CTC = Gross Salary +
Benefits.
Delayering Delayering is the process of removing
93
layers of hierarchy between the highest
and lowest levels in an organization in
order to boost operational efficiency,
decrease the wage bill and remove red
tape. Delayering typically removes middle
managers, providing senior managers

136
 easier reach over the organization as a
whole.

Downshifting Downshifting attempts to find a more

94
appropriate and sustainable work-life
balance, often in order to improve family
relationships, reduce stress and generally
reduce the level of intrusion of work life
into the personal life.
Employee lifecycle An employee goes through various stages
95
in a company from recruitment,
onboarding, orientation, career planning
and development, as well as termination.
These stages sum up the employee life
cycle. Each stage throughout the cycle has
its challenges, but it’s important for HR to
continuously improve their process for
each stage to better the success of their
employees.
Expatriate An expatriate, or ex-pat are the employee
96
who are sent to work abroad on a long-
term job assignment such as employees
who need populate a new office or senior
managers who need to manage or set up a
new branch. Expatriate employees
generally receive additional benefits, such
as cost of living and hardship allowances
as well as housing or education and

137
 sometimes even paid education for their
children.

Ex gratia payment Ex Gratia means “by virtue of grace”. It is

97
a form of voluntary compensation that
organizations pay to individuals in case of
any damage caused or claims made.
Although a liability for an organization, it
is not necessarily a legal obligation that
organizations must fulfill. These are not
very common and are subject to taxes.
Floating Holiday A Floating Holiday refers to a flexible day
98
off that employees can take at their
discretion, typically outside the regular
public holidays. Unlike fixed holidays,
which are predetermined, floating
holidays allow employees to choose when
they want to observe them. This policy
offers flexibility to accommodate diverse
cultural or religious observances, personal
preferences, or specific needs.
Gamification Gamification refers to a process of making
99
systems, processes or other employment-
related activities more enjoyable and
motivating through game design elements.
Golden Handcuffs Golden handcuffs are contractual clauses
100
that provide financial and non-financial
benefits to executives that are forfeited if

138
 the executive leaves the company.
Organizations use golden handcuffs to
disincentivize executives from moving to
competitors.
GIG Economy A gig economy is an economy where
101
organizations rely more on freelancers and
independent contractors instead of full-
time employees. Temporary positions and
flexible jobs are common.
HR Generalist A Human Resources (HR) Generalist is a
102
professional who oversees the human
resources responsibilities and activities of
an organization. They manage recruitment
processes, employee relations, regulatory
compliance, and training and
development.
Key Performance A Key Performance Indicator is a
103
Indicator measurable value that demonstrates how
(KPI) effectively a company is achieving key
business objectives. Organizations use
KPIs at multiple levels to evaluate their
success at reaching targets. High-level
KPIs may focus on the overall
performance of the business, while low-
level KPIs may focus on processes in
departments such as sales, marketing, HR,
support and others.

139
 KSAs KSAs are often outlined in the job
104
(Knowledge, Skills, description in both the personal qualities
Abilities) required and the professional qualities
required. Many job applications will ask
candidates to show, in a few hundred
words, how their knowledge, skills and
abilities relate to the requirements of the
job.
KSA is a description of qualifications
written by a prospective candidate to
describe their knowledge, skills and
abilities as they relate to an open role. It
helps employers quickly screen the
candidates that are most suitable for each
job.
Offshoring Offshoring is the process of relocating a
105
business or business process to another
country in order to benefit from reduced
labour costs or a more beneficial
regulatory environment
Payroll Payroll is the total of all compensation a
106
business must pay to its employees for a
set period of time or on a given date. It is
usually managed by the accounting or
human resources department of a
business.

140
 Probationary period Probationary periods are defined periods
107
of time wherein employees are exempt
from certain contractual terms, most
importantly the notice period required for
termination. The probationary period
allows both employee and employer to see
if they are a ‘good fit’ and to make things
easier if they need to terminate the
contract. The duration of a probation
period varies across businesses and
industries. However, generally they last
somewhere between 3 months to a year.
Queen Bee Syndrome Queen Bee Syndrome is defined as a
108
situation where high-ranking women in
positions of authority treat the women
who work below them more critically than
their male counterparts. The researchers
argued, largely because the patriarchal
culture of work encouraged the few
women who rose to the top to become
obsessed with maintaining their authority.
Restricted holiday Restricted holiday means a holiday that is
109
optional, and it is the discretion of the
employee whether they want to take leave
on that particular day or not. Restricted
holiday is also called an ‘Optional
Holiday’ and it is not mandatory to close
the entire office on that day. In general, a

141
 company’s list of restricted holidays may
contain many days but the employee is
only allowed to select his optional
holidays (with a maximum limit attached)
from the list and these holidays are only
for employees, but not for companies or
government offices. For example, Sri Ram
Navami is only celebrated among Hindus,
whereas Eid is celebrated among
Muslims, so it’s up to the employees to
take leave on restricted holiday.
Reverse Mentoring Reverse mentoring is an initiative in the
110
workplace where older employees are
mentored by younger employees. For
example, younger employees with a deep
understanding of social media may mentor
older employees on the use of such
technologies. Companies like Caterpillar,
Schneider Electric follows reverse
mentoring activity and expose their senior
employees not only to technologies but
also generational, geographic, gender-
unique perspectives that can help them
better navigate our ever-evolving
workplace.
Sabbatical Leave Sabbaticals are prolonged absences from
111
the workplace of people to achieve their

142
 life goals. This is a benefit provided by
the organizations to
its employees. Sabbaticals may or may
not be paid. The trend of
sabbaticals started from universities,
where paid time off is granted for faculty
members to carry out research, writing,
etc.
Abandonment rates It is a measurement of the number of job
112
applicants who do not complete their
application. When applicants start the
process and drop out, it is considered as a
failure for an employer.
Apprenticeship A combination of on-the-job-training in
113
conjunction with a formal study
component. The wage of apprenticeship is
paid at a lower rate, allowing a business to
invest time and resources providing
training and development.
Back Pay Compensation for past economic losses
114
caused by discriminatory employment
practices.
Brain drain A highly educated and/or skilled labour.
115
The term is popular amongst Australian
HR.
Chilling Effect An effect of which is to discourage
116
minorities, women, or persons with

143
 disabilities from seeking employment or
advancement.

EEO Equal Employment Opportunity report

117
that should be filled by both employer and
employees to ensure equality in the
workplace.
Family-friendly It refers to an organization that supports
118
working parents or single parents.

It refers to employees who seem to have

119
Frequent fliers problems with everyone and everything
that take up so much of HR time.
Fringe benefits Compensation other than wages. For
120
example, leaves, life insurance, retirement
benefits, etc.
A clause in a company agreement or work
121
Gag clause contract which restricts the sharing or
dissemination of commercially sensitive
information by staff.
Job rotation A management training technique that
122
involves shifting a trainee from one
function to another job function to expand
his/her knowledge and experience. This is
often employed by an employer to best
retain employees.

144
 Lump-sum payment It is a single, large payment made to an
123
employee. For example, employees who
take a month of annual leave might be paid
the entire month or wages in one transfer,
rather than weekly.
One-way interview An interview technique which requires
124
applicants to submit recorded answers to
supplied interview questions.
Situational Leadership A management theory stating that
125
effective leadership varies, but is task-
relevant, and the most successful leaders
are those that adapt their leadership style
to the maturity of their audience
Roster management Roster management refers to schedule
126
management. Schedule is also known as
rota or roster. Managing a roster typically
includes a list of employees and
information related to them like their
location, timing, and responsibilities for
the time period (which can be a sports
season, month, or a week) mentioned in
the roster.
Roster management is usually done
in organisations where there are
morning, afternoon and evening
shifts. It is done to ensure that each
shift has adequate number of

145
 employees so that the productivity
doesn’t get hampered.

People Analytics People analytics is the use of employee

127
and candidate's data to understand their
impact on business goals and assess the
effectiveness of hiring and HR initiatives.
Micro management Micromanagement is a negative term that
128
refers to a management style characterized
by extremely close supervision and
control of the minor details of an
individual’s workload and output.
Micromanagers generally avoid
delegating decision-making power to
employees and may be overly obsessed
with information-gathering by forcing
employees to produce regular, detailed
reports that are often superfluous.
Confidentiality Confidentiality agreement is an agreement
129
agreement between an employer and employee in
which the employee may not disclose
branded, patented or confidential
information. Many companies have
protected information that, if leaked,
could be devastating for the brand or
welfare of the organization - a
confidentiality agreement serves as legal
protection from this.

146
 Career Break A career break is an agreed period of time
130
off from employment, either for family
reasons or for personal or professional
development. Career breaks are typically
between one month and two years,
although some people will initially
commit to shorter breaks
Bonus Bonus is a financial compensation that is
131
above and beyond the normal paycheck of
the recipient. Bonuses may be awarded to
both entry-level employees and to senior
level executives. Bonuses may be dangled
as incentives to prospective employees
and can also be distributed to a company's
shareholders. A company may use bonuses
to reward achievements, to show gratitude
to the employees who meet longevity
milestones, or to entice not-yet employees
to join a company's ranks.
Human Capital The strategic process of maximizing the
132
Optimization value derived from an organization’s
human capital (employees) through
effective talent acquisition, development,
deployment, and retention strategies,
ensuring that human resources align with
business objectives.

147
 Employee Value The unique set of benefits and
133
Proposition (EVP) opportunities that an organization offers to
its employees in return for their skills,
capabilities, and experiences. A strong
EVP is designed to attract, retain, and
engage top talent by aligning the
company’s offerings with employee
expectations and needs.
Competency Mapping A detailed analysis and documentation of
134
the specific skills, knowledge, and
behaviours required for each role within
an organization. Competency mapping is
used to identify gaps, guide employee
development, and ensure that the
workforce possesses the necessary
competencies to achieve strategic goals.
Organizational Agility The capacity of an organization to rapidly
135
adapt to market changes, technological
advancements, and shifts in workforce
dynamics by fostering a flexible,
responsive culture and structure. HR plays
a crucial role in promoting agility through
change management, upskilling, and
cross-functional collaboration.

148
 Employee A quantitative measure that assesses the
136
Engagement Index level of commitment, motivation, and
satisfaction of employees within an
organization. It is used to gauge the
overall health of the organizational culture
and the effectiveness of HR strategies in
fostering a positive work environment.
Workforce Analytics The use of data analysis techniques to
137
examine workforce metrics and trends,
providing insights that inform HR
decisions related to talent acquisition,
performance management, employee
retention, and overall workforce planning.
This data-driven approach enhances
strategic HR management
Psychological The unwritten set of expectations and
138
Contract obligations between employees and
employers. Unlike formal contracts, the
psychological contract encompasses the
perceived promises regarding job security,
career development, and workplace
culture, significantly influencing
employee behaviour and organizational
commitment.

Diversity and Quantitative and qualitative measures

139
Inclusion (D&I) used to assess the effectiveness of an
Metrics organization’s diversity and inclusion

149
 initiatives. D&I metrics may include the
representation of various demographic
groups, employee perceptions of
inclusivity, and the impact of D&I efforts
on organizational performance.
Hard skills and soft Hard skills are technical capabilities that
140
skills are easy to teach and measure; soft
skills are personal attributes that impact
how someone works and how someone
interacts with others
Job description A job description provides the title,
141
location, purpose, and duties of the
position.
Job Specification A job specification details the credentials,
142
experience, skills, education, and training
required to execute work assignments
Exit interview An exit-interview is the final meeting
143
between management and an employee
leaving the company. Information is
gathered to gain insight into work
conditions and possible changes or
solutions, and the employee has a chance
to explain why he or she is leaving.
Cost Per Hire The total cost of recruiting a new
144
employee for the company, including the
cost of recruitment, equipment, travel
costs, administrative costs, and benefits.

150
 Employee Referral The employee referral program is a
145
Program method used by companies to hire people
from the networks of their existing
employees.
Head hunter A head hunter refers to an individual or a
146
company that provides recruitment
services to employers and sources the
perfect candidates.
Inbound Recruiting Inbound recruitment is a technique used to
147
attract job seekers to apply to your
company through engaging content and
blog posts.
Lateral Hiring This refers to the process of hiring passive
148
candidates to fill a specialized or
executive position.
Quality of Hire A metric used to measure the value a new
149
hire brings to the company.

Yield Ratio The percentage of candidates passing

150
from one stage of the hiring process to
another.

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 DATA ANALYTICS
S.NO JARGONS MEANING

1 Abstracting Hiding specific data to only allow

relevant data to be seen.
2 Aggregating The process of collecting and
presenting data in a summarised
format to analyse statistics in
order to effectively achieve
business objectives.
3 Apriori Algorithm A classic algorithm that is useful
when calculating the association
rules between objects. This is
often used in retail when looking
at which items are bought
alongside one another.
4 Attribute When working in a spreadsheet or
database, an attribute is a common
descriptor used to label a column.
Labeling columns clearly and
precisely can enable you to keep
your data organized and ready for
analysis.
5 Annoy Annoy is an open-source library
developed by Spotify for fast
approximate nearest neighbor

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 searches in large datasets. It
efficiently searches through
millions of vectors in high-
dimensional data, making it ideal
for machine learning and data
science tasks. Learn more about
Annoy and its applications in
recommendation systems, fraud
detection, and image/text
processing.
6 Arima Learn about Arima, a statistical
technique for time series analysis
used in data science. Discover
how it can be applied to business
and its uses in forecasting sales,
website traffic, and financial
metrics.
7 Augmented Analytics Learn about augmented analytics,
a basic business analytics concept,
on the Graphext glossary. Explore
its definition, benefits, and
applications.
8 Blockchain Technologies A chain of blocks that contain
information. The data inside a
block depends on the type of
blockchain. The first block in the
chain is called the Genesis block.

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9 BERT BERT (Bidirectional Encoder
Representations from
Transformers) is a pre-trained
deep learning model for natural
language processing tasks,
including text classification and
named entity recognition.
Developed by Google, it has
achieved state-of-the-art results in
many NLP benchmarks.
Businesses can use BERT to
extract insights from large
volumes of text data, such as
sentiment analysis, customer
support, and chatbots.
10 Bayesian Algorithm Learn about the Bayesian
Algorithm, a statistical approach
widely used in data science,
machine learning, and artificial
intelligence. Discover how it can
be applied to business, including
customer segmentation, risk
analysis, and fraud detection.
11 Big-Query Big-Query is a fully managed
enterprise data warehouse that
allows you to manage and analyze
your data with built-in features
like machine learning, geospatial

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 analytics, and business
intelligence. Learn about its
scalability, integrations, and how
it can be applied to business in
this comprehensive guide.
12 Box Plot Box plots, a type of chart used to
display the distribution of a
dataset. This article covers their
key features, how to use them to
compare distributions and identify
outliers, and their applications in
business.
13 CDC – Change Data CDC (Change Data Capture) is a
Capture data engineering concept used to
track and record changes made to
data in a database.
14 CLIP CLIP is a software library for
natural language processing and
computer vision tasks. Developed
by OpenAI, it uses contrastive
learning to create a joint
embedding space for text and
images, allowing for cross-modal
retrieval and transfer learning.
15 CSV CSV files and their importance in
modern data processing and
analysis. This article explains
what a CSV file is, its key

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 highlights, and how it's used in
business. Discover how to work
with CSV files and why
understanding them is crucial for
data scientists and business
analysts.
16 Cat-Boost Cat-Boost is a powerful open-
source gradient boosting library
for machine learning tasks,
particularly suited for handling
categorical data.
17 Changelog A changelog is a list documenting
all of the steps you took when
working with your data. This can
be helpful in the event that you
need to return to your original
data or recall how you prepared
your data for analysis.
18 Cross Checking This could also be called
Techniques – Triangulation. This is the process
of validating data from two or
more sources to ensure
consistency.
19 Churn Analysis Churn Analysis is the process of
understanding why customers stop
doing business with a company
and implementing strategies to
retain them. This article provides

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 an overview of the steps involved
in churn analysis and offers
solutions to common problems
businesses may face. By analyzing
churn, businesses can improve
customer satisfaction and
profitability.
20 Click-house Click-house is a column-oriented,
open-source database management
system designed for online
analytical processing workloads.
With its distributed architecture
and real-time processing
capabilities, it is ideal for
businesses looking to analyze
large volumes of data quickly and
efficiently.
21 Dashboard A dashboard is a tool used to
monitor and display live data.
Dashboards are typically
connected to databases and feature
visualizations that automatically
update to reflect the most current
data in the database.
22 Data architecture Data architecture, also called data
design, is the plan for an
organization’s data management
system. This can include all

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 touchpoints in the data lifecycle,
including how the data is
gathered, organized, utilized, and
discarded. Data architects design
the blueprints that organizations
use for their data management
systems.
23 Data governance Data governance is the formal
plan for the way an organization
manages company data. Data
governance encompasses rules for
the way data is accessed and used,
and can include accountability and
compliance rules.
24 Data engineering Data engineering is the process of
making data accessible for
analysis. Data engineers build
systems that collect, manage, and
convert raw data into usable
information. Some common tasks
include developing algorithms to
transform data into a more useful
form, building database pipeline
architectures, and creating new
data analysis tools.
25 wrangling Data wrangling, also called data
munging or data remediation, is
the process of converting raw data

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 into a usable form. There are four
stages of the munging process:
discovery, data transformation,
data validation, and publishing.
The data transformation stage can
be broken down further into tasks
like data structuring, data
normalization or denormalization,
data cleaning, and data
enrichment.
26 DBT DBT (data build tool) is an open-
source software library that has
revolutionized data engineering
activities. With DBT, you can
effectively create your entire
transformation process with code,
making it a powerful tool for
building scalable, maintainable,
and testable data pipelines.
27 Data Lake A data lake is a centralized
repository for storing all types of
data in their raw, unprocessed
form. Learn about the benefits of
using data lakes in business
analytics and how they can help
improve decision-making. Read
more here.

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28 Data Enrichment Data enrichment and how it can
improve the accuracy of your
business’s data-driven decision-
making. Discover the benefits,
best practices, and how to apply
data enrichment to various areas
of business, including customer
relationship management,
marketing, and sales.
29 Data mesh Data Mesh, a novel approach to
managing data that emphasizes
domain-driven decentralization
and self-serve data platforms.
Discover how Data Mesh can help
businesses unlock new
opportunities for data-driven
innovation and value creation
30 Databricks Databricks is a big data processing
platform that provides a unified
analytics platform, machine
learning framework, and
collaborative workspace.
31 Data integrity Data integrity encompasses the
accuracy, reliability, and
consistency of data over time. It
involves maintaining the quality
and reliability of data by
implementing safeguards against

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 unauthorized modifications,
errors, or data loss.
32 Dataiku Dataiku is a comprehensive data
platform that allows analysts to
interact with data in several ways.
With its intuitive visual interface,
Dataiku enables users to create
data pipelines and machine
learning models without writing
any code.
33 Dremio Dremio is a data platform
designed for data analysts to
interact with data in various ways,
including SQL, Python, R, and
more.
34 Druid Druid is an open-source data store
designed for real-time analytics,
optimized for handling complex
queries on large data sets. Druid’s
scalability and ability to handle
large data sets make it ideal for
businesses that deal with high
volumes of data
35 ELT ETL, which stands for Extract,
Transform, and Load, a crucial
process in data engineering that
ensures data is properly integrated
and formatted for use by various

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 applications and systems. Explore
the key stages of ETL and how it
can be applied to businesses to
gain insights into customer
behavior, optimize inventory
levels, and improve overall
business performance.
36 Geospatial analysis Geospatial analysis can be used
to analyze complex spatial data in
fields such as urban planning,
environmental science, and
logistics. Discover how businesses
can gain insights into customer
behavior, market trends, and
resource allocation using
geospatial analysis.
37 Gephi Gephi, an advanced software tool
for creating and analyzing graphs.
Discover how it can be used with
Graph-text and its relevant
features. Created by Victoriano
Izquierdo and last edited on June
13, 2023.
38 Google Data Studio Google Data Studio is a free web-
based data visualization tool that
allows you to easily create custom
reports and dashboards using
various data sources.

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39 HDBCAN HDBCAN – Hierarchical Density-
Based Spatial Clustering of
Applications with Noise. Discover
how this clustering technique can
help businesses analyze high-
dimensional data and detect
patterns and trends in complex
datasets. HDBCAN is useful for
customer segmentation, fraud
detection, network analysis, and
many other business applications.
40 HEX HEX is a software tool in the field
of data analysis and visualization.
41 Hierarchical Clustering Hierarchical clustering, a data
science concept used for
clustering and graphing data.
42 Histograms Histograms in data analytics.
Understand the basics of how
histograms work and how they
can be used to analyze data.
43 JSON JSON, a lightweight data-
interchange format used for
exchanging data between systems
and applications. Discover how
JSON can help businesses store
and analyze data in a structured
and organized way, improving
data quality and reducing errors

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44 Jupyter Notebooks Jupyter Notebooks is an open-
source web application that allows
data scientists, analysts, and
researchers to write and execute
code in a web-based environment.
With support for various
programming languages, Jupyter
Notebook is a powerful tool for
businesses that need to perform
data analysis, machine learning,
and exploratory computing
45 K-Means K-Means is a popular clustering
algorithm used in data science to
identify patterns in data. This
advanced data science concept is
easy to implement and can be
used for a wide range of
applications, including image
segmentation, customer
segmentation, and fraud detection.
46 K-Nearest Neighbours K-Nearest Neighbors (KNN) is a
non-parametric algorithm used for
both regression and classification
tasks in supervised learning.
47 Kaggle Kaggle is a platform for data
science competitions and a
community of data scientists and
machine learning engineers with a

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 vast range of datasets, tools, and
resources.
48 LDA Linear Discriminant Analysis
(LDA), a dimensionality reduction
technique used in data science for
classification tasks. Reduce the
complexity of data and extract
valuable insights.
49 Louvain Louvain is an unsupervised
algorithm for community
detection in networks or graphs.
50 Linear Regression An approach that models the
relationship between dependent
and independent variables.
51 Metadata Metadata summaries basic
information about data, which can
make finding and working with
data easier. Some examples of
metadata are author, date created,
date modified, and file size.
52 Mutual Information Mutual information correlation in
Correlation data analytics. Discover how it
works and its impact on data
analysis.
53 NLP & Image Models Natural Language Processing
(NLP) and Image Models in data
science. Discover how these
concepts are applied in business to

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 gain valuable insights and
automate tasks.
54 NPS Analysis NPS Analysis is an advanced-
analytics use case for measuring
customer satisfaction.
55 Neural Networks Neural networks are a type of
machine learning algorithm
modeled after the human brain.
They can be used for various
tasks, including image
recognition, natural language
processing, and prediction.
56 No-Code Data Analytics No-code data analytics and its
importance in business analytics.
Discover how to leverage this
concept and streamline your data
analysis process without coding
skills.
57 Detection outlier detection, an advanced data
analysis technique used to identify
and analyze data points that
deviate significantly from the
norm.
58 Principal component Principal Component Analysis
analysis (PCA), an advanced data science
concept that involves clustering
and dimensionality reduction.
Find out how it can be used to

166
 analyze and understand complex
data sets.
59 Pivot table Pivot table is a statistics tool that
summarizes and reorganizes
selected columns and rows of data
in a spreadsheet or database table
to obtain a desired report.
60 Pandas Pandas is a popular open-source
data analysis library for the
Python programming language.
Learn how Pandas provides
businesses with a powerful tool
for data analysis and decision-
making, including data
manipulation, visualization, and
report generation.
61 Parquet Parquet a columnar storage format
for Hadoop designed for efficient
and performant processing of
large amounts of data in a
distributed computing
environment. Parquet is a popular
alternative to traditional row-
based file formats like CSV and
JSON, and is compatible with
many big data processing
frameworks including Apache
Hadoop and Apache Spark.

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62 Pearson Correlation Learn about Pearson correlation, a
data analytics concept used to
measure the strength and direction
of the linear relationship between
two variables
63 Prophet Prophet is an open-source
software library developed by
Facebook for time series
forecasting. It provides an
intuitive interface for creating
accurate forecasts that can be used
to make informed business
decisions. With the ability to
incorporate external factors and
handle missing values and outliers
in the data, Prophet is a powerful
tool for businesses looking to stay
ahead of the competition.
64 Pycaret Pycaret is a low-code machine
learning library in Python for data
scientists, business analysts, and
software developers. It automates
the end-to-end machine learning
process and offers a wide range of
algorithms and models for
classification, regression,
clustering, and anomaly detection.
With Pycaret, businesses can

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 quickly build and deploy
predictive models to improve their
operations, customer experience,
and decision-making.
65 Quartiles Learn about quartiles in statistics
– what they are, how to calculate
them, and why they’re useful for
data analysis.
66 Query Containment One query stored within another,
both will give different
information, the first query is a
subset of the second query.
67 R R is a coding language widely
used in data analysis, machine
learning, and data visualization.
Learn more about its features and
applications for businesses.
68 RFM RFM is an advanced-analytics use
case that helps businesses
understand their customers by
analyzing their behavior across
three dimensions: recency,
frequency, and monetary value.
69 RStudio RStudio is an integrated
development environment for R, a
programming language used for
statistical computing and graphics.

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70 Redshift Redshift is a cloud-based data
warehousing solution that enables
businesses to store and analyze
large amounts of data in a cost-
effective and scalable manner.
71 Reverse ETL Learn about reverse ETL, a new
paradigm in data integration that
enables companies to leverage the
full potential of their SaaS
investments and extend their data-
driven capabilities beyond the
boundaries of individual SaaS
platforms.
72 Root Cause Analysis Learn about root cause analysis,
an advanced business analytics
concept. Discover how it can help
you identify the underlying causes
of problems and make data-driven
decisions.
73 Sankey Diagram Learn about Sankey diagrams, an
advanced data visualization
concept used to visualize the flow
of data or information from one
source to another. This type of
flow diagram is particularly useful
in scenarios where data flows are
complex and difficult to

170
 understand using traditional
visualization methods.
74 Scikit-learn Scikit-learn is a free and open-
source machine learning library
for Python, designed for easy
integration with other scientific
libraries. Its versatile algorithms
and preprocessing techniques
make it a popular choice for
businesses looking to apply
machine learning to their
operations.
75 Social Network Analytics The collected information from
social networks that show how
users share, view or engage with
your content or profiles.
76 Snowflake Snowflake is a cloud-based data
warehousing solution that allows
organizations to store, process,
and analyze structured and semi-
structured data sets.
77 Streamlit Streamlit is an open-source
Python library for creating web
applications for Machine Learning
and Data Science projects with
ease. With its easy-to-use interface
and fast performance, Streamlit is
a powerful tool for businesses

171
 looking to leverage their data to
make better decisions.
78 Support Vector Machine Support Vector Machine (SVM) is
a powerful supervised learning
algorithm for classification and
regression tasks. Learn how SVM
works, its key highlights, and how
it can be applied to business
problems in this comprehensive
guide.
79 T-SNE Learn about T-SNE, a data science
concept used for clustering, on
Graphext’s glossary. Understand
its applications and how it works
80 Tableau Tableau is a powerful business
intelligence software that allows
users to connect, visualize and
share data in an intuitive and
interactive way. With Tableau,
users can create stunning
dashboards and reports to gain
insights and make data-driven
decisions.

81 Time Series Analysis Time series analysis, a statistical

technique used to analyze and
interpret data over time. Discover

172
 how it can be applied in finance,
economics, healthcare, and more.
Find out about the key techniques
used, including ARIMA and
Prophet, and how businesses can
benefit from applying time series
analysis to make data-driven
decisions.
82 Titanic Dataset Titanic dataset, a well-known
dataset in the field of data science
that contains information about
the passengers who were on board
the Titanic when it sank. Explore
variables such as age, gender,
class of ticket, fare paid, and
survival status, and discover how
businesses can use the insights
gained from analyzing this dataset
to improve their operations and
target specific groups of
customers.
83 UMAP UMAP is a powerful data science
concept used for dimensionality
reduction that is particularly
useful for high-dimensional data
visualization and clustering.
84 Unsupervised Algorithm Where the algorithm has to figure
out the answer on its own.

173
85 UDFs User-defined functions (UDFs)
define new column-based
functions that extend the
functionality of Spark SQL. The
creation of UDFs can be of help in
cases where the built-in functions
in Spark cannot handle our
requirements. Udf() internally
calls a case class
UserDefinedFunction which in
turn calls ScalaUDF internally.
86 UTM UTM (Urchin Tracking Module)
code is a snippet of text added to
the end of a URL to track the
metrics and performance of a
specific digital marketing
campaign. UTM codes can
contain up to five parameters:
Campaign, source, medium,
content, and term.
87 Wide Table Learn about wide tables in data
analysis, including their benefits
and limitations, and how they are
applied in both machine learning
and business analytics.
88 Web Analyti cs The measurement, collection,
analysis, and reporting of web

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 data to further understand and
optimise web usage.
89 Xgboost Xgboost is a popular and efficient
machine learning algorithm used
for classification and regression. It
is widely used in data science
competitions and can handle both
numerical and categorical data.
90 I-Graph I-Graph is an open-source
software library designed for
efficient and easy network
analysis. With the ability to
program in several languages,
including R, Python,
Mathematica, and C/C++, I-Graph
is particularly useful for experts in
network analysis
91 Node2vec Learn about node2vec, a
technique for learning vector
representations of nodes in a
graph. Developed by Aditya
Grover and Jure Leskovec in
2016, node2vec is a powerful tool
for graph analysis and can be used
for various applications, such as
recommendation systems,
anomaly detection, and link
prediction.

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 92 Word2vec Learn about word2vec, a machine
learning algorithm that produces
word embeddings, vector
representations of words.
Word2vec can be used to train
other machine learning models for
natural language processing tasks,
such as sentiment analysis, text
classification, and machine
translation.

FINANCIAL ANALYTICS
S.NO JARGONS MEANING
1 Accrual Accounting Accrual accounting is a financial
accounting method that allows a company
to record revenue before receiving
payment for goods or services sold and
record expenses as they are incurred.
2 Amortization Amortization is an accounting method for
spreading out the costs for the use of a
long-term asset over the expected period
the long-term asset will provide value.
3 Asset an asset is any resource owned or
controlled by a business or an economic
entity. It is anything (tangible or
intangible) that can be used to produce

176
 positive economic value. Assets represent
value of ownership that can be converted
into cash (although cash itself is also
considered an asset).
4 Balance Sheet A balance sheet is a financial statement
that contains details of a company's assets
or liabilities at a specific point in time. It is
one of the three core financial statements
(income statement and cash flow statement
being the other two) used for evaluating
the performance of a business.
5 Bear Market However, the terms could come from how
these animals attack: a bull thrusts its
horns upward, symbolizing rising prices,
while a bear swipes its paws downward,
representing falling prices. Thus, a bull
market is for a period of rising prices, and
a bear market is for when prices are
declining.
6 Benchmarking Benchmarking usually used in order to
evaluate the performance of a business by
focusing on one or more particular
indicators. These indicators could be cost
per unit, productivity, defects per unit, or
otherwise. The measurement of
performance is then compared to that of
other firms within the same industry.
7 Beta Beta (β) is the second letter of the Greek
alphabet used in finance to denote the

177
 volatility or systematic risk of a security or
portfolio compared to the market, usually
the S&P 500 which has a beta of 1.0.
Stocks with betas higher than 1.0 are
interpreted as more volatile than the S&P
500.
8 Book Value Book value is a company's equity value as
reported in its financial statements. The
book value figure is typically viewed in
relation to the company's stock value
(market capitalization) and is determined
by taking the total value of a company's
assets and subtracting any of the liabilities
the company still owes.
9 Break-Even Analysis Determining the point where revenues
equal costs.
10 Capital Expenditure Funds used by a business to acquire or
(CapEx) upgrade physical assets.
11 Capital Structure The mix of debt and equity financing.
12 Cash Flow The net amount of cash being transferred
in and out of a business.
13 Cost of Capital The return required to make a capital
budgeting project worthwhile.
14 Cost of Goods Sold The direct costs associated with the
(COGS) production of goods.
15 Credit Risk The risk of loss from a borrower
defaulting on a loan.
16 Current Ratio A liquidity ratio measuring a company’s
ability to pay short-term obligations.
178
17 Debt-to-Equity Ratio A measure of a company’s financial
leverage.
18 Default Failure to repay a debt or meet a financial
obligation.
19 Depreciation The reduction in the value of an asset over
time.
20 Discount Rate The interest rate used to discount future
cash flows.
21 Dividend Yield A stock's annual dividend payments
divided by its market price.
22 Earnings Before Interest A measure of a firm's profit excluding
and Taxes (EBIT) interest and taxes.
23 Earnings Per Share (EPS) A company’s net profit divided by the
number of outstanding shares.
24 Enterprise Value (EV) A measure of a company’s total value,
including debt and equity.
25 Equity The value of ownership in a company,
representing the residual interest in the
assets.
26 Expense Ratio A measure of the costs incurred to manage
a fund.
27 Financial Leverage The use of debt to increase the potential
return on investment.
28 Financial Ratio A quantitative measure used to evaluate
financial performance.
29 Fixed Assets Long-term tangible assets used in
operations, like property and equipment.
30 Free Cash Flow (FCF) Cash generated by the company after
capital expenditures.
179
31 Gross Margin The difference between revenue and the
cost of goods sold.
32 Hedging A risk management strategy used to offset
potential losses.
33 Income Statement A financial report that shows a company's
revenues and expenses over time.
34 Internal Rate of Return The discount rate that makes the net
(IRR) present value of a project zero.
35 Interest Coverage Ratio A measure of a company’s ability to meet
its interest obligations.
36 Inventory Turnover A measure of how often inventory is sold
and replaced over a period.
37 Leverage Ratio A measure of the proportion of debt to
equity.
38 Liquidity A company’s ability to convert assets into
cash.
39 Market Capitalization**:
The total value of a
company’s outstanding
shares of stock.
40 Net Income A company’s total profit after all
expenses.
41 Net Present Value (NPV) The value of cash flows discounted to the
present.
42 Operating Income Earnings from a company’s core business
operations.
43 Operating Margin A measure of profitability from normal
business operations.
44 Opportunity Cost The potential benefits lost when choosing
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 one alternative over another.
45 Payback Period The time it takes to recover the initial
investment in a project.
46 P/E Ratio (Price-to- A measure of a company’s current share
Earnings) price relative to its earnings per share.
47 Price-to-Book Ratio A financial ratio used to compare a firm's
market value to its book value.
48 Profit Margin A measure of profitability calculated as
net income divided by revenue.
49 Quick Ratio A measure of a company’s ability to meet
short-term obligations without relying on
inventory sales.
50 Rate of Return The gain or loss of an investment over a
specified period.
51 Receivables Turnover A measure of how efficiently a company
collects on its credit sales.
52 Return on Assets (ROA) A measure of a company's profitability
relative to its total assets.
53 Return on Equity (ROE) A measure of profitability that calculates
how much profit a company generates with
shareholders' equity.
54 Revenue The income generated from normal
business operations.
55 Risk-Adjusted Return A measure of return that accounts for the
risk taken.
56 ROIC (Return on Invested A measure of how effectively a company
Capital) uses its capital to generate returns.
57 Securities Financial instruments like stocks and
bonds.
181
58 Shareholder Equity The owners' claim after all liabilities are
deducted from assets.
59 Solvency A company's ability to meet its long-term
obligations.
60 Stock Option A financial contract that gives the right,
but not the obligation, to buy or sell stock
at a specific price.
61 SWOT Analysis Evaluating a company’s strengths,
weaknesses, opportunities, and threats.
62 Tax Shield A reduction in taxable income resulting
from allowable deductions.
63 Time Value of Money The concept that money available now is
worth more than the same amount in the
future.
64 Treasury Stock Shares of a company's stock that are
bought back and held by the company.
65 Variable Costs Costs that vary with the level of output.
66 Working Capital The difference between a company’s
current assets and current liabilities.
67 Yield The income return on an investment.
68 Z-Score A statistical measure that quantifies the
likelihood of bankruptcy.
69 Alpha A measure of performance on a risk-
adjusted basis.
70 Annualized Return The average annual return of an
investment over a period.
71 Asset Allocation The distribution of investments among
various asset classes.
72 Arbitrage The simultaneous purchase and sale of an
182
 asset to profit from price differences.
73 Bid-Ask Spread The difference between the highest price
a buyer is willing to pay and the lowest
price a seller is willing to accept.
74 Bond Yield The return an investor realizes on a bond.
75 Buyback When a company buys its own shares
from the marketplace.
76 Capital Gain The profit from the sale of an asset.
77 Compound Interest Interest on both the initial principal and
accumulated interest.
78 Cost-Benefit Analysis A process used to evaluate the potential
outcomes of an investment decision.
79 Credit Score A numerical expression representing the
creditworthiness of an individual or
business.
80 Current Assets Assets expected to be converted into cash
within a year.
81 Default Risk The chance that a borrower will fail to
make required payments.
82 Derivative A financial instrument whose value is
derived from an underlying asset.
83 Discounted Cash Flow A valuation method used to estimate the
(DCF) value of an investment.
84 EBITDA Earnings before interest, taxes,
depreciation, and amortization.
85 Equity Financing Raising capital by selling shares of stock.
86 Fixed Income An investment that provides regular
income, such as bonds.
87 Hurdle Rate The minimum rate of return required on
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 an investment.
88 Inflation The rate at which the general price level
of goods and services rises.
89 J-Curve A trend where a country’s trade deficit
worsens before improving.
90 Leveraged Buyout (LBO) The purchase of a company using
borrowed money.
91 Market Risk The risk of losses due to factors that affect
the entire market.
92 Operating Cash Flow Cash generated from a company’s core
operations.
93 Profit and Loss Statement A financial report showing revenues,
(P&L) costs, and profits over a period.
94 Reinvestment Risk The risk of having to reinvest returns at a
lower rate.
95 Securitization The process of pooling assets to create new
financial instruments.
96 Sharpe Ratio A measure of risk-adjusted return.
97 Sunk Cost Money that has already been spent and
cannot be recovered.
98 Tangible Assets Physical assets like buildings or
machinery.
99 Treasury Bills (T-Bills) Short-term government securities with
maturity of less than a year.
100 Volatility The degree of variation in the price of a
financial instrument over time.

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 MARKETING ANALYTICS

S.NO JARGONS MEANING

1 A/B Testing Comparing two versions of a marketing
asset to determine which performs better.
2 Attribution Model Framework for assigning credit to
marketing touchpoints.
3 Churn Rate Percentage of customers who stop using a
product.
4 CLV (Customer Lifetime Total revenue a business can expect from
Value) a customer.
5 Cohort Analysis Analyzing customer groups over time.
6 Conversion Rate Percentage of visitors who complete a
desired action.
7 CPA (Cost Per Cost to acquire one new customer.
Acquisition)
8 CPC (Cost Per Click) Price paid for each click on a paid
advertisement.
9 CPM (Cost Per Cost per 1,000 ad impressions.
Thousand)
10 Customer Segmentation Dividing customers into groups based on
behavior or demographics.
11 Data Enrichment Adding external data to improve insights.
12 Data Visualization Presenting data in a graphical format.
13 Data-Driven Marketing Using data to inform marketing decisions.
14 DMP (Data Management A system that collects and analyzes
Platform) marketing data.
15 Engagement Rate A measure of user interaction with
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 content.
16 First-Party Data Data collected directly from customers.
17 Funnel Analysis Examining the steps customers take
before conversion.
18 Heatmap A visual representation of where users
engage on a webpage.
19 KPI (Key Performance Metrics that evaluate the success of
Indicator) marketing efforts.
20 LTV (Lifetime Value) The net value of a customer over time.
21 Market Basket Analysis Identifying products frequently purchased
together.
22 Marketing Mix Modeling Statistical analysis to assess the impact of
marketing activities.
23 Multi-Touch Attribution Allocating credit to multiple touchpoints
in the customer journey.
24 Net Promoter Score A measure of customer loyalty.
(NPS)
25 Omnichannel Marketing Coordinating marketing efforts across
multiple channels.
26 Personalization Tailoring marketing content to individual
customers.
27 Predictive Analytics Using historical data to forecast future
outcomes.
28 Propensity Modeling Predicting the likelihood of a customer
action.
29 Reach The total number of people exposed to a
marketing message.
30 Real-Time Analytics Immediate data analysis to guide
decisions.
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31 Retargeting Targeting ads at users who previously
interacted with the brand.
32 RFM (Recency, A method for analyzing customer
Frequency, Monetary) behavior.
33 ROI (Return on The profitability of a marketing
Investment) investment.
34 Sales Funnel The process customers go through from
awareness to purchase.
35 Segmentation Dividing a market into distinct groups.
36 Sentiment Analysis Measuring the emotional tone of customer
feedback.
37 SEO (Search Engine Improving website visibility in search
Optimization) engines.
38 Session Duration The time a user spends on a website.
39 Social Listening Monitoring social media conversations
for brand insights.
40 Third-Party Data Data collected by external organizations.
41 Touchpoint Any interaction between a brand and a
customer.
42 Traffic Source The origin of website visitors.
43 User Flow The path users take through a website.
44 Viral Marketing A strategy to encourage users to share
content.
45 Web Analytics The measurement of website activity and
performance.
46 Conversion Funnel The steps a customer takes before making
a purchase.
47 Churn Prediction Predicting when customers are likely to
leave.
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48 Zero-Party Datan Data voluntarily provided by customers.
49 Click-Through Rate Percentage of users who click on an ad.
(CTR)
50 Marketing Automation Using software to automate marketing
tasks.
51 Lead Nurturing Building relationships with potential
customers.
52 Customer Acquisition The cost of acquiring a new customer.
Cost (CAC)
53 Real-Time Bidding (RTB) Instant auction for online ad impressions.
54 Customer Satisfaction Measure of customer satisfaction.
Score (CSAT)
55 Marketing Dashboard A visual display of key marketing
metrics.
56 Customer Journey Visualizing the customer experience
Mapping across touchpoints.
57 Sentiment Scoring Quantifying the tone of customer
feedback.
58 Dynamic Pricing Adjusting prices based on demand or
competition.
59 Predictive Modeling Creating models to predict future
outcomes.
60 Cost Per Lead (CPL) Cost of acquiring a lead.
61 Behavioral Targeting Targeting ads based on user behavior.
62 Customer Advocacy Encouraging customers to promote the
brand.
63 Cross-Sell Selling related products to customers.
64 Upsell Persuading customers to buy more
expensive products.
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65 Demand Forecasting Predicting future demand for products.
66 Lead Scoring Ranking leads based on their likelihood to
convert.
67 Lookalike Audience A group of people similar to your existing
customers.
68 Influencer Marketing Collaborating with individuals who have
influence over potential customers.
69 Engagement Interaction between a brand and its
audience.
70 Targeting Directing marketing efforts toward a
specific audience.
71 Customer Retention Strategies to keep existing customers.
72 Data-Driven Insights Insights derived from analyzing data.
73 Data Mining Extracting useful information from large
datasets.
74 Brand Awareness The extent to which customers are
familiar with a brand.
75 Click Fraud Illegitimate clicks on digital ads.
76 Cross-Channel Marketing Integrating marketing efforts across
different platforms.
77 Social ROI Measuring return on investment from
social media activities.
78 Ad Impressions The number of times an ad is shown.
79 Cost Per Engagement Price paid for each interaction with an ad.
(CPE)
80 First Click Attribution Giving credit to the first touchpoint in the
customer journey.
81 Customer Loyalty The likelihood of customers to continue
doing business with a brand.
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82 Brand Equity The value a brand adds to a product.
83 Lead Generation Attracting and converting potential
customers.
84 Programmatic Automated buying of ads.
Advertising
85 Real-Time Adapting content for users in real-time.
Personalization
86 Geo-Targeting Delivering ads to users based on location.
87 Behavioural Analytics Analyzing user behavior to predict future
actions.
88 Content Personalization Customizing content for individual users.
89 Affiliate Marketing Earning commissions by promoting other
brands.
90 Customer Experience Overall interactions between a customer
(CX) and a brand.
91 Landing Page A web page designed to capture leads.
92 Data Cleansing Removing or correcting inaccurate data.
93 Brand Positioning Defining how a brand is perceived in the
market.
94 In-Market Audience People actively searching for products or
services.
95 Personalized Ads Ads tailored to specific users based on
their data.
96 Impression Share The percentage of total ad impressions
you receive.
97 Predictive Customer Predicting customer behaviour with
Scoring scores.
98 User Experience (UX) The design and experience of using a
product or website.
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99 Sentiment Index An overall measure of brand sentiment.
100 Social Proof Using customer testimonials or reviews to
build trust.

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