Terminology

In marketing terms, a persona is a fictional character type that represents real customer needs, feelings, and common behavioral patterns. Using personas, you group visitors by common characteristics - demographic or behavioral. For example, you can group visitors by role - Gamer, IT professional, Sales Person, and so on. You can also group by interactions or personal information, such as gender, age, interests, and so on.

In marketing terms, a lead is a person who has a potential to buy the product or service you are offering. Lead scoring is a methodology to rank your contacts into stages (or groups), based on their interest in your product and their readiness to buy.

A conversion in marketing means when a visitor on your site completes an action (conversion event) you intended them to complete, for example, request a demo, buy a product, sign up for a newsletter, and so on.
Usually, when you want to track a conversion, you define a segment of visitors to track. For example, if you are a salesperson responsible for the city of Boston and you want to gauge the success of your marketing efforts to sell a product, you define a segment of visitors that live in Boston.

Specifies when conversion is accomplished. Consist of an action a visitor completes and an additional clarification, that is, the object upon which the action occurs. For example, your intended goal of the conversion definition is to make visitors download a whitepaper.

The time period, counted from the date when conversion was defined, for which data for a this conversion is tracked.

Represents an interaction or group of similar interactions which visitors complete, or hit, on your site. It is any digital asset or interaction marketing executives want to track to measure marketing attribution or conversion uplift.

A group of visitors that share similar behavioral patterns, based on historical data.

A/B testing is a widely-used web analytics technique of optimizing the content of your website and increasing conversions. The technique randomly serves two or more versions of the same page and tracks how each of the them affects a predefined conversion.

A Sitefinity CMS module that lets you connect your Sitefinity CMS instance to Sitefinity Insight. Once you connect to a data center, you can track and sync data between Sitefinity CMS and Sitefinity Insight.

In the dashboard, you manage your account and its data centers and maintain the system. You can also invite users who need to activate their accounts.

A data center is the entity, for which you report data in Sitefinity Insight. You can have multiple data centers. For example, the www.progress.com website has a dedicated data center, which hold all data collected from the site. In addition, there are dedicated data centers for each Progress product site, for example, for www.progress.com. Thus, data is reported, processed, and viewed separately.

Each data center has a unique associated API key that you use to relate the reported data to this specific data center.

The data source is a system that provides visitors' data, both behavioral and demographic, to Sitefinity Insight. A single data center can have more than one data sources, designating where data comes from, for example, CRM system, HR system, Corporate website.