Industry WIKI

The AIDA marketing model was originally created by E. St. Elmo Lewis to break down how an advert should work (drive Awareness, spark Interest, create Desire and prompt Action). However, it has been re-used by many marketers to represent the first part of the customer journey instead. There are other models such as the RACE model (Chaffey) which offer a more thorough representation of th

Growth hacking is a subfield of marketing focused on the rapid growth of a company. It is referred to as both a process and a set of cross-disciplinary (digital) skills. The goal is to regularly conduct experiments, which can include A/B testing, that will lead to improving the customer journey, and replicate and scale the ideas that work and modify or abandon the ones that do not, befor

In marketing and quality management, the voice of the customer (VoC) summarizes customers' expectations, preferences and dislikes. According to the Association for Supply Chain Management (ASCM) the definition of voice of the customer is: "Actual customer descriptions in words for the functions and features customers desire for goods and services". Long term business success involves lis

A white paper is an informative report that explains a complex issue and presents the sponsor's philosophy on the matter. These documents are meant to help readers understand an issue, solve a problem, or make a decision.