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Overview Start-ups

Companies already presented at Henkel X Show & Tell

All A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

1st Party Data

is defined as information you yourself have collected about your audience. Examples: cookie-based data, CRM information, website analytics, etc.

2nd Party Data

is such data, when a retailer, brand, publisher, or marketer gains transparent access to the 1st party data of another retailer, brand, publisher, or marketer for marketing purposes.

3rd Party Data

is generated on other platforms and often aggregated from other websites and being sold in aggregated forms.

A/B Testing

This test compares one version of a web page or product with another and measures which produces best results (e.g. conversion)

Abandon Rate

is a term associated with the use of virtual shopping carts. It counts how many of the shopping carts used in a specified period result in completed sales versus how many are abandoned.


Facility established to nurture young (startup) firms during their go- to-market phase to achieve „Proof of market“. Accelerator usually support startups through networks to partners, investors, etc.

Active CRM

is an approach to CRM to pro-actively analyze data and suggest automated actions to increase sales and/ or customer satisfaction based on certain (behavioral)  triggers.


Is the action or practice of using a special piece of software to prevent advertisements from appearing on a web page.

Ad Serving

technology companies pro- vide software to Web sites and advertisers to serve ads, count them, choose the ads that will make the Web site or advertiser the most money, and monitor progress of different advertising campaigns.


The term (short for advertising technology) broadly refers to different types of analytics and digital tools used in the context of advertising. Discussions about ad tech often revolve around the extensive and complex systems used to direct advertising to individuals and specific target audiences.

Advanced Analytics

is the autonomous or semi-autonomous examination of data or content using sophisticated techniques and tools, typically beyond those of traditional business intelligence (BI), to discover deeper insights, make predictions, or generate recommendations.


refers to the state of a satisfied customer that recommends (Oral or written) the product or service to a prospective customer.

Affiliate Model

An affiliate is simply someone who helps sell a product in return for commission. However they may never actually take ownership of the product (i.e. Gawker Media)


E-commerce business model (or On Demand Delivery model or Uber for X model) usually involve organizing an unorganized and populated sector like hotels, taxis, etc. and provide the service under one brand.

Agile Development

Agile software development describes a set of values and principles for software development under which requirements and solutions evolve through the collaborative effort of selforganizing cross-functional teams.


is an unambiguous specification of how to solve a class of problems. Algorithms can perform calculation, data processing and automated  reasoning tasks.

Analytical CRM

denotes the systematic electronic analysis of collated customer data and focuses on the exact analysis and enrichment of all data. It provides support for various  business  processes, which can include sales, marketing and service.

Angel Investor

An investor who provides small financial backing for startups or entrepreneurs and (ideally) entrepreneurial advice to the founders.

Apache Spark

is an open-source engine developed specifically for handling large- scale data processing and analytics. Spark offers the ability to access data in a variety of sources, including Hadoop Distributed File System (HDFS).


(application program interface) is code that allows two software programs to communicate with each other. The API defines the correct way for a developer to write a program that requests services from an operating system (OS) or other application.


A computer program with an interface, enabling people to use the computer as a tool to accomplish a specific task.

Artificial Intelligence

The ability of a digital computer or computer-controlled robot to perform tasks commonly associated with intelligent beings, such as visual perception, speed recognition, language translation, decision making, etc.

Attribution Model

is the rule, or set  of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths.


Augment is an AR start-up that allows customers to visualise what products will look like e.g. in their home or at POS. Their solution helps sales reps to visualize displays / shelfs to customers. Different product and experience offer is to show prototypes and marketing material in 3D. They have B2B and B2C use cases.


Augmented Reality (AR)

Adds to our perception of the world by overlapping computer generated graphics, images, or a set of interactive data (e.g. on a smartphone)

Average Order Value (AOV)

is an ecommerce metric that measures the average total of every order placed with a merchant over a defined period of time.

Average Order Volume

measures the average amount of products of every order placed with a merchant over a defined period of time.

Average Rating

is the average rating generated by customers and users for a specific product or service (e.g. number of stars 1–5, etc.) during a specified date range.

Average Time Spent

is a type of visitor report that provides data on the amount of time (in minutes or seconds) visitors have spent on your website.

Average View Duration

The average amount of time spent watching a video. If users watch 8 seconds of a 10 second add then the avg view duration is 80%.

Average View Rate

This rate is the number of videos viewed or clicked divided by number of videos displayed in total.

Bait And Hook Model

A company sells an initial product at a very low price to „hook“ customers, in order to sell expendable material at a premium price (i.e. Gilette, printers, etc.)

Bank Identification Number (BIN)

works to protect both merchants and consumers in the online marketplace. Every credit or debit card contains a BIN, typically the first four to six numbers on a bank-issued card. These numbers easily identify the type of card being used, the geographic location of the card issuer and which bank or company issued the card.


A statistic is biased if it is calculated in such a way that it is systematically different from the population parameter being estimated.


BigchainDB allows developers and enterprise to deploy blockchain proof-of-concepts, platforms and applications with a blockchain database, supporting a wide range of industries and use cases. With high throughput, low latency, powerful query functionality, decentralized control, immutable data storage and built-in asset support, BigchainDB is like a database with blockchain characteristics.



the measurement and analysis of unique physical or behavioral characteristics (such as fingerprint or voice patterns) especially as a means of verifying personal identity.


is the first cryptocurrency building on blockchain technology and a worldwide payment system. It is a decentralized peer- to-peer network that works without a central bank.


A blockchain is a decentralized and distributed digital ledger that is used to record transactions across many computers so that the record cannot be altered retroactively without the alteration of all subsequent blocks and the collusion of the network.


(a truncation of the expression „weblog“): a discussion or informational website published on theinternet consisting of discrete, often informal diary-style text entries („posts").


Funding and running a business without any outside capital.

Bounce Rate

is used in web traffic analysis and represents the percentage of visitors who enter the site and then leave („bounce“) rather than continuing to view other pages within the same site.


Bringg is a delivery tracking logistics platform that helps companies achieve logistical excellence through a winning combination of perfect customer experiences and streamlined delivery operations. The platform keeps a continuous focus on their customers, all the way to the end-customer.



The fundamental activity of any start up to gain new user knowledge and apply it to new product offerings with the goal to find a viable business model

Business Intelligence (BI)

refers to technologies, applications and practices for the collection, integration, analysis, and presentation of business information. The purpose of Business Intelligence is to support better business decision making.

Business Model Innovation

is about fundamentally rethinking your business around a clear—though not always obvious—customer need, then realigning your resources, processes and profit formula with this new value proposition


(also known as a talkbot, chatterbot, Bot, IM bot, interactive agent, or Artificial Conversational Entity) is a computer program which conducts a conversation via auditory or textual methods.

Click and Collect

is a hybrid e-commerce system where customers order goods online and pick them up in a store or at some agreed-upon  location

Click Through Rate (CTR)

The number of people who click on a link expressed as of total impressions, emails etc delivered

Click to Buy

also called one-click or one-click buying, is the technique of allowing customers to make online purchases with a single click, with the payment information needed to complete the purchase having been entered by the user previously.

Click to Open Rate (CTO)

Used mainly in email marketing, a CTO is the number of people who clicked on at least one link in an email as of total emails opened in an campaign

Cloud Computing

Is the practice of using a network of remote servers hosted on the Internet to store, manage, and  process data, rather than a local server or a personal computer.


or cluster analysis is the task of grouping a set of objects in such a way that objects in the same group (called a cluster) are more similar (in some sense or another) to each other than to those in other groups (clusters).

Cohort Analysis

is a subset of behavioral analytics that takes the data from a given dataset (e.g. an eCommerce platform, web application, or online game) and rather than looking at all users as one unit, it breaks them into related groups for analysis.

Community Manager

is responsible for advocating a brand on social networks. They create their own social persona and actively go out within the online community to connect with potential customers and advocate accordingly.

Company Builder

is an organizational structure (aka startup factory, startup foundry, venture builder) that aims at building several companies in succession. In comparison to incubators, company builder are playing an active (not a supportive role) in scaling startups (e.g. team building, funding, asset
sharing, etc.).


define a specific space for digital content. The container is an interface to other system elements, thereby decreasing interdependencies and complexities. Containers are popular with both developers and operators because they offer a simpler way to achieve deployment and execution consistency.

Content Management System (CMS)

is a computer application that sup- ports the creation and modification of digital content.

Content Marketing

is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action


An action that’s counted when someone interacts with your ad (for example, clicks a text ad or views a video ad) and then takes an action that you’ve defined as valuable to your business (e.g. purchase, registration,  etc.)

Conversion Rate (CVR)

is defined as the number of visitors to a website that complete a desired goal (a conversion) out of the total number of visitors.


are small text files stored in a web user's browser directory or data folder.
Ecommerce websites place cookies on visitors' browsers to retain login credentials, identify customers, and provide a customized shopping experience.


is a statistical measure that indicates the extent to which two or more variables fluctuate together (e.g. positive or negative correlation).

Cost per Action (CPA)

Payment model where advertisers pay for every „action“ (newsletter subscription, form submission, account creation, etc.) completed as a result of a visitor clicking on an ad.

Cost per Click (CPC)

Advertisers only pay per click on their ads.

Cost per Conversion

is the ratio of the number of advertisement views and the number of successful conversions resulting from those ad views.

Cost per Lead (CPL)

is an online advertising pricing model, where the advertiser pays for an explicit goal that a consumer interested in the advertiser’s offer completed (e.g. sign-up, page view, etc).

Cost per Mile (CPM)

Payment model where advertisers pay for every 1000 impressions addressed (e.g. on search queries, websites, etc.)

Cost per View (CPV)

CPV is the price that gets paid when a video ad is played. In general the video doesn’t have to be watched the whole way through to cause a payment – just started.

Cost Turnover Ratio

is calculated as cost of goods sold divided by average inventory during the time period.

Customer Acquisition Costs (CAC)

All costs to acquire one active user of a product. CACs are mainly driven by marketing  spendings  and  differ  significantly to  marketing channels.  Definition varies according  to  the  understanding  of  „Active“ customers (e.g.  registrations  vs.  paying customers).

Customer Experience (CX)

is the product of an interaction between an organization and a customer over the duration of their relationship. A good customer experience means that the individual’s experience during all points of contact matches the individual’s expectations.

Customer Lifetime (CLV)

is a prediction of the net profit attributed to the entire future relationship with a customer. The CLV differs depending on customer group segmentation.

Customer Life Time (CLV)

All revenues associated to one user during the product life cycle. The CLV differs depending on customer group segmentation.

Customer Relationship Management

is an approach to manage a company’s interaction with current and potential customers. It uses data analysis about customers’ history with a company to improve business relationships with customers, specifically focusing on customer retention.

Dark Social

is a term to refer to the social sharing of content that occurs outside of what can be measured by Web analytics programs (e.g. private tabs, ad blocker, etc.)


is the process of detecting and correcting (or removing) corrupt or inaccurate records from a record set, table, or database and refers to identifying incomplete, incorrect or irrelevant parts of the data and then replacing, modifying, or deleting the dirty or coarse data.


is a method of storing data within a system or repository, in its natural format that facilitates the collocation of data in various schemata and structural forms, usually object blobs or files.

Data Management Platform (DMP)

is used by digital advertising buyers and publishers to store and manage audience data, often from multiple sources, and make it available to other platforms to be used for targeted advertising, content customization and beyond. 


is the computing process of discovering patterns in large data sets involving methods at the intersection of machine learning, statistics, and database systems.


is a large store of data used for reporting and data analysis, and is considered a core component of business intelligence.

Decision Tree

is a decision support tool that uses a tree-like graph or model of decisions and their possible consequences.

Demand-Side Platform (DSP)

a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface. 

Design Sprint

is a five-day process for answering critical business questions through design, rapid prototyping, and testing ideas with customers. This format originated from Google Ventures.

Design Thinking

is a methodology (and innovation culture) that puts the user in the center of innovation activities and achieves innovative results through thorough user testing and continuous iteration


(development and operations) is an enterprise software development phrase used to mean a type of agile relationship between development  and IT operations. The goal of DevOps is to change and improve the relationship between these two business units.

Digital Asset Management (DAM)

is a content management system (CMS) that centrally stores and manages all digital files produced by an enterprise.

Direct to Consumer

marketing is defined as promotion of product directly from manufacturer to consumers without involving the  intermediaries in the process.


advertising is a form of advertising that conveys a commercial message visually through banners using text, logos, animations, videos, photographs, or other graphics.

Disruptive Technologies

introduces to the market a very different value proposition than what is currently being offered. It is a new source of growth for a company


is any business that pur- chases products directly from a manufacturer for resale either to retail outlets, or directly to the public.

Dynamic Creative Optimization (DCO)

is a display ad technology that creates personalized ads based on data about the viewer at the moment of ad serving. Because the creative is both more relevant and also tested and optimized, dynamic ads typically outperform their static counterparts

Dynamic Printing

the practice of pricing items at a level determined by a particular customer's perceived ability to pay.

Earned Media

refers to publicity gained through promotional efforts other than paid media Examples: Shares, Likes, Comments, Reposts, Warf of Mouth etc.

Earned Media Value (EMV)

Multiplies the impressions generated through earned media with an average market price that would have been charged for such impressions.


a small digital image or icon used to express an idea or emotion in electronic communication (e.g. smileys, etc.).


measures the extent to which a consumer  has a meaningful brand interaction when exposed to commercial advertising or other other experiences (e.g. shares, likes and comments for social media engage- ment)

Engagement Rate

is a metric that measures the level of engagement that a piece of created content is receiving from an audience. It shows how much people interact
with the content.

Eretail (or Etail)

is the selling of retail goods on the Internet.


is a decentralized software platform that enables Smart Contracts and Distributed Applications (DApps) to be built and run without any downtime, fraud, control or interference from a third party.


Evrythng is a unique IoT platform-as-a-service that offers digital identity and data management. Throughout the product lifecycle the paltform delivers information e.g. for traceability, inventory management and consumer engagement.



Founded in Berlin in 2011 as a community for mobile photography, EyeEm grew to become the world’s number one platform for creative and authentic visuals.
The unique ecosystem connects brands and agencies with 22+ Million photographers through its app, offers access to a marketplace of 120+ Million world class images.


Facebook Engagement

Examples: Likes, Comments, Shares, Followers


In social media, a follower represents a user who chooses to see all of another user’s posts in their content feed. Getting users to follow their accounts is a primary objective for online businesses with a social media presence.


Offering an entry level product for free and additional features are sold with high margins (i.e. Skype)


is the application of game-design elements and game principles in non-game contexts (e.g. badges, levels, rewards, status, etc.).

Geek +

Geek + focuses on logistics and warehousing by applying advanced robotics and AI technologies. With its picking, moving, sorting and storage retrieval systems, the company provides flexible automation and quick reaction capabilities to warehouse logistics.


General Data Protection Regulation (GDPR)

is a regulation by which the European Parliament,  the Council of the European Union and  the European Commission intend  to strengthen  and unify data protection for all individuals within the European Union.


GLOV Hydro Demaquillage is a innovative and patented product line which offers innovative skincare fibers that remove makeup with water only! The products offer a brand new way for make-up removal, using NO cotton, NO chemical! With the poser of advanced micro-technology, GLOV takes away entire make-up, even mascara only with water.


Growth Hacking

is a process of rapid experimentation across marketing channels and product development to identify the most efficient ways to grow a business.
Growth hacking is particularly prevalent with startups, when the goal is rapid growth at an early-stage launch phase.


is a design sprint-like event in which attendees collaborate intensively on software projects, typically to solve a predefined problem.


Apache Hadoop is an opensource software framework used for distributed storage and processing of dataset of big data using the MapReduce programming model. It consists of computer clusters built from commodity hardware.


refer to visualizations of on-page user behavior on website and apps.


try to seperate the content and the platform, so that the same content can be used in various platforms. This is done basically by creating a container for each platform with the same content. Analogy: Prefabricate houses, They can be build anywhere but have the same content aka room layout).


(Infrastructure as a Service) is the foundation of  cloud computing  and allows users to  “rent” virtual servers and storage with the software that automates it while creating networks to tie them all together.

Identity Access Management (IAM)

is, in computer security, the security and business discipline that „enables the right individuals to access the right resources at the right times and for the right reasons“.


is a facility established to nur- ture young (startup) firms during their con- cept phase to achieve „Proof of concept“. Incubator support startups through (mostly) non-monetary services (office space, skill training, marketing support, investor relations, etc.)

Industry 4.0

is a name for the current trend of automation and data exchange in manufacturing technologies. It includes cyber-physical systems, the Internet of things, cloud computing and cognitive computing. Industry 4.0 creates what has been called a „smart factory“

Innovation Accounting

is a measurement / accounting system that uses actionable metrics to evaluate how fast startups are learning as a critical measure of progress toward converging on a business- valuable result

Instagram Engagement

Examples: Likes, Followers and Comments

Instream Video Ad

Video ad that plays before, during, and after other videos.

Internet of Things (IoT)

is a system of interrelated computing devices, mechanical and digital machines, objects, animals or people, that have the ability to trans-
fer data over a network without requiring human-to-human or human-to-computer interaction.


An employee within a company who promotes innovative product development and marketing and builds new business models inside a corporate structure.

Ipaas (Integrated Platform-A-S-A-Service)

Integrated Platform as a Service (iPaaS) is a suite of cloud services enabling development, execution and governance of integration flows connecting any combination of on premises and cloud-based processes, services, applications and data within individual or across multiple organizations.


Iris is an Artificial Intelligence solution that starts out as a Science Assistant: helping you find the science and concepts you need. Over time the platform will learn, slowly but surely becoming a scientist itself.



Jovoto’s platform promises mass collaboration that can lead to fresh ideas for - product design - marketing campaigns and - creation of innovative business scenarios of the future.



is another agile method to man- age and improve work for software development teams. This approach aims to manage work by balancing the demands with available capacity, and improving the handling of system level bottlenecks: Work items are visualized from start to finish usually via a Kanban board. Work is pulled as capacity permits, rather than work being pushed into the process when requested.

Lean Canvas

A 1-page visual business plan used by start ups to visualize key elements in one view.

Lean Startup

Similar to Design Thinking, Lean StartUp is a set of tools that support the development of successful business bodes through inexpensive and continuous user testing.

Legacy System

is an old method, technology, computer system, or application program, "of, relating to, or being a previous or outdated computer system.

Live Chat

is an online customer service software with live support, help desk software, and web analytics capabilities.


refers to online streaming media simultaneously recorded and broadcast in real time to the viewer. Live stream services encompass a wide variety of topics, from social media to video games.

Location Based Marketing

is defined as the use of mobile marketing to target mobile users within a certain geographic area

Location Based Marketing

is defined as the use of mobile marketing to target mobile users within a certain geographic area

Long Tail

Focusing on a large number of products each with low sales volumes but with the most profitable clients (i.e. Lego, Amazon Self Publishing)


(Machine to Machine) refers to a wireless or wired network setup that allows devices of the same type and ability to communicate freely with each other.

Machine Learning

is an application of artificial intelligence (AI) that provides systems the ability to automatically learn and improve from experience without being explicitly programmed. Machine learning focuses on the development of computer programs that can access data and use it learn for themselves.

Map (Marketing Automation Platform)

Software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive  tasks.

Marketing Automation

refers to the software that exists with the goal of auto- mating marketing actions. Many marketing departments have to automate repetitive tasks such as emails, social media, and other website actions.

Marketing Cloud

Is a cloud-based system that provides access to audience profile data, content, workflow elements, messaging and common analytic functions for orchestrating and optimizing multichannel campaigns, conversations, experiences, and data collection across online and offline channels, both manually and programmatically.

Mesh Network

is a local network topology  in which the  infrastructure  nodes  (i.e. routers)  connect  directly,  dynamically  and non-hierarchically to as  many other  nodes as possible  and  cooperate  with  one  another.


differs from a traditional blog in that its content is typicall smaller in both actual and aggregated file size (e.g. short sentences, individual images, or video links).

Micro Influencers

are influencers with a smaller number of followers  (1,000 - 100,000) who typically build followings around niches (e.g. travel, fashion, beauty, photography, etc.)


is computer software that provides services to software applications beyond those available from the operating system. Middleware makes it easier for software developers to implement communication and input/output, so they can focus on the specific purpose of their application.

Minimal Viable Product (MVP)

An early version of a product with the smallest group of features that customers are willing to pay for (e.g. revenue, customer data, social reach, etc.)

Mixed Reality (MR)

is a hybrid of VR and AR and aims to offer the best of both worlds. For instance, while it uses a headset just like VR, seeing through a translucent viewport or glass, it also projects visuals on top of our environment.

Mobile Website

is designed specifically for the smaller screens and touch-screen capabilities of smartphones and tablets. It can be accessed using any mobile device’s Web browser, like Safari on iOS and Chrome on Android


is, in a technology context, an ambitious,  exploratory  and  ground-breaking project  undertaken  without  any  expectation of near-term profitability but the promise of exponential  growth  opportunities.

Multi-Sided Platforms

Brings together two or more distinct but interdependent groups of customers (i.e. Google)

Native (Apps)

are specifically developed for one particular platform (Apple AppStore, Google Playstore, Windows, etc.). They use the pre-defined elements of each platform (e.g. map integration, camera, keyboard, etc.)

Natural Language Processing (NLP)

is concerned with the interactions between computers and human (natural) languages, and, in particular, concerned with programming computers to fruitfully process large natural language data.

Net Traffic

is total amount of sessions minus bounced sessions during a selected date range.

Neural Network

is a system of pro- grams and data patterned on the operation of the human brain that learns from and adapts to initial rules and experience.

New vs Returning Visitors Ratio

is the ratio of first-time users (no website cookies set) against returning users (visitor with existing analytics cookies from a previous visit) during a selected date range.


(Near-field communication) is a set of communication protocols that enable two electronic devices, one of which is usually a portable device such as a smartphone, to establish communication by bringing them within 4 cm (1.6 in) of each other. It’s often used for identification or payment processes.

Number of Followers

number of unqiue users following a particular business on a social media network.

Number of new Followers

Increase of new followers during a specified date range.

Number of Video Views

Number of times a video has been intentionally viewed.

Number of Video Views by Source

Total video views split up by marketing source of viewer. Examples: Organic, Paid, Viral, etc.


Nyris focuses on visual product search and provides a state-of-the art image and object recognition engine using Artificial Intelligence frameworks. Their proprietary platform takes every step into account, from product data management until delivery of the final result in a format that customers can use in their shop.



Onefootball is a global football community that connects 20 million football fans in over 200 countries. The company has a ton of data on users who have some of the highest engagement rates of any audiences. Their solution has proven to significantly improve conversion and engagement and they have some amazing data points post World Cup.


On-Premise Software

is installed and runs on computers on the premises (in the building) of the person or organization using the software, rather than at a remote facility such as a server farm or cloud.

Open Innovation

was defined as the use of purposive inflows of external knowledge to accelerate internal innovation, and expand the markets for external use of innovation,  respectively.

Open Rate

is the number of people who opened an email as of total emails sent out in an campaign

Open Source

Software developed voluntarily by thousands of engineers around the world (i.e. Redhat)

Operational CRM

generally refers to services that allow an organization to take care of their customers. It provides support for various business processes, which can include sales, marketing and service. Contact and call centers, data aggregation systems and web sites are a few examples of operational CRM. 


is a method of advertising by electronic mail wherein the recipient of the advertisement has consented  to receive  it. Examples: Newsletter   registration.

Opt-In Contacts

Amount of email addresses of users, that actively accepted to receive emails.

Organic Search

Interaction made by people with your brand without having to have pay for it (e.g. search queries through Google, etc.).


In statistics and machine learning, overfitting occurs when a model tries to predict a trend in data that is too noisy. Overfitting is the result of an overly complex model with too many parameters.

Owned Media

is defined as communication channels that are within one’s control. Examples: Web / Mobile Sites, Blogs, Social Networks, Email Newsletter, etc.


(Platform as a service) is a category of cloud computing services that provides a platform allowing customers to develop, run, and manage applications without the complexity of building and maintaining the infrastructure (e.g. for launching an app).

Page Rank

is an algorithm used by the Google search engine to measure the authority of a webpage. While the details of PageRank are proprietary, it is generally
believed that the number and importance of inbound links to that page are a significant factor.


Also called page impression, is a request to load a single HTML file (web page) of an Internet site.

Paid Media

refers to external marketing efforts that involve a paid placement. Examples: Display/Video Ads, Paid Search / social, Paid Influencers, etc.

Paid Search

Purchase of keywords to get sponsored links returned in search engine results (e.g. Google Adwords, Facebook Ads)


PARKLU lets you see which voices will share your story most effectively with the right influencers for your brand in China. The influencer marketing platform helps make your KOL engagement easy and by that successfully completes a clients’ campaign.


Perfect Corp.

Perfect Corp. is an innovative start-up that is realizing a unique vision at the intersection of tech and beauty. The suite of AR beauty apps merges high-tech virtual and mobile platforms with a passion for makeup and beauty.

www.perfect corp.com


(also known as customization) consists of tailoring a service or a product to accommodate specific individuals, sometimes tied to groups or segments of individuals.

Pinterest Engagement

Examples: Repins, Comments, Likes, Followers


describes the process of iterating the value proposition of your start up (e.g. product offering or business model as such). A pivot is the activity to search for other business opportunities as the current one does not prove to be sustaining.


is a group of technologies that are used as a base upon which other applications, processes or technologies are developed. In personal computing, a platform is the basic hardware (computer) and software (operating system) on which software applications can be run.

Post Impression

conversions are, for a display ad campaign, online conversions produced by individuals who have not clicked the ad through but have converted later.

Post Impressions

Number of times users have been exposures to ads bought by an advertiser.

Post Impressions by Source

Number of times users have been exposures to ads split up by marketing source of impression. Examples: Organic, Paid, Email, etc.

Post Reach

Number of unique users with at least one page impression.

Predictive Modeling

is the process  of creating, testing and validating a model to best predict the probability of an outcome (e.g. crime detection, spam protection, etc.).


is a pre-version of a prototype, often only testing very limited elements of a product offering or business model with minimal expenses.


Previse’s technology enables to safely offer your suppliers the opportunity to be paid the instant. Payment can be done when receiving their invoice, or even when they accept the purchase order. Once you receive an invoice (or your supplier accepts a purchase order) Previse’s technology steps in. It uses hundreds of millions of data points to create an independent score of your likelihood to pay for each transaction.


Product Information Management (PIM)

means managing the information required to market and sell products through distribution channels. A central set of product data can be used to feed information to media such as web sites, print catalogs, ERP systems, and electronic data feeds to trading partners.

Productive Mobile

Productive Mobile is the leading platform to deliver consumer-grade software to your employees.
Their Digital Ergonomics Platform is the first platform to help companies simplify, streamline and improve the usability of the applications their employees use every day, from HR to production, from approvals to asset management.


Product Landing Pages

is a landing page specifically devoted to sell a unique product or service …

Product Listing Ad (PLA)

includes product image, price, and merchant name and appears when a query with the name product is done (e.g. in a Google search query).

Product-Market Fit

is a business development  milestone  of  startups. The fit describes the status,  where the startup solution  is able to solve a viable customer
problem and the product provides sufficient return (Customer Life Time (CLV) > customer acquisition costs (CAC).

Product Return Rate

is the number of users returning the purchased product or service as to total purchases during a specified date range. Return rates vary significantly by product category.

Programmatic Buying

describes online display advertising that is aggregated, booked, flighted, analyzed and optimized via demand side software interfaces and algorithms. While it includes RTB it also includes non RTB methods and buy types such as Facebook Ads API and the Google Display Network.


is an early model or experiment to rapidly create solutions to challenges and problems already defined and discussed by innovators.

Pure Play

is a company that invests its resources in only one line of business


or calculated probability, is the probability of finding the observed, or more extreme, results when the null hypothesis (H0) of a study question is true – the definition of ’extreme’ depends on how the hypothesis is being tested.


is an interpreted, object-orient- ed programming language that has gained popularity because of its clear syntax and readability.

R (Correlation Coefficient)

a number between +1 and −1 calculated so as to represent the linear interdependence of two variables or sets of data.

R2 (R-Square)

is a statistical measure of how close the data are to the fitted regression line. 0% indicates that the model explains none of the variability of the response data around its mean. 100% indicates that the model explains all the variability of the response data around its mean.

Ratings and Reviews

are used on shopping sites to give customers an opportunity to rate and comment on products they have purchased, right on the product page


refers to the total number of different people or households exposed, at least once, to a medium during a given period.

Real-Time Bidding (RTB)

is a means by which online ads are bought and sold on a per-impression basis, via programmatic instantaneous auction, similar to financial markets.


is a basic data structure. A record is a collection of fields, possibly of different data types, typically in fixed number and sequence  (e.g.  personal profile,  purchase transactions,  etc.).

Regression Analysis

is a set of statistical processes for estimating the relationships among variables. 


is adding an image you find while browsing Pinterest to your own board. Repins maintain the source-link of the image no matter how many times it’s repinned.


is a form of online targeted advertising by which online advertising is targeted to consumers based on their previous Internet actions


Customer retention refers to the ability of a company or product to retain its customers over some specified  period.

Retweet (RT)

is simply a repost of another Twitter user’s tweet on your own profile to show to your own followers.


(Radio-frequency identification) uses electromagnetic fields to automatically identify and track tags attached to objects. The tags contain electronically stored information.


With Riviter, is not only revolutionizing visual search: they are doing it in an easy and effortless way. You don’t need to worry about complicated source code integratio. There is no need for IT integration, and you don’t need to share private customer data. With just a simple HTML snippet you can deliver powerfully relevant visual search results to your customers. You’ll be supported by a passionate and dedicated customer support team each step of the way.


Sales Conversion Rate

is the number of successful purchases as of total traffic of a website (e.g. sessions, unique visitors, etc.)


Sampler offers end-to-end digital product sampling solution for brands and agencies. They give brands access to millions of consumer profiles and Partner with 3rd party online communities or direct brand channel usage. To claim product samples, consumers fill out an extended profile which makes targeting on specific attributes seamless.



is a framework for managing work with  an  emphasis  on  software  development. It is designed for teams of three to nine developers who  break their work  into actions that can  be completed within timeboxed  iterations,  called  sprints  (typically  two-weeks).

Search Engine Marketing (SEM)

is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising.

Search Engine Optimization (SEO)

is the process of affecting the online visibility of a website or a web page in a web search engine's unpaid results.


is a group of user interactions with a website that take place within a given time frame (e.g. 30 minutes for Google Analytics). A single session can contain multiple page views, events, social interactions, and ecommerce transactions.

Share of Engagement (SOE)

Used mainly in the online marketing field, SOE is the total engagements that your brand created divided by the total engagements in your category.

Share of Search

Portion of traffic that a website can expect from a pool of search keywords

Share of Voice (SOV)

Used mainly in the online marketing field, SOV is the total advertising exposures that your brand gets divided by the total advertising exposures in your category.

Share or Shelf

describes the number of inches of store shelf space devoted to the display of a given product.

Significance Level

the probability of rejecting the null hypothesis in a statistical test when it is true — called also significance level.


Advertising on social networks

Social CRM

(customer relationship management) is use of social media services, techniques and technology to enable organizations to engage with their customers.

Social Media Monitoring

is a way of computing popularity of a brand or company by extracting information from social media channels (e.g. blogs, wikis, news sites, micro-blogs, social media networks etc.)

Stand-Up Meeting

is a meeting in which attendees typically participate while standing. The discomfort of standing for long periods is intended to keep the meetings short (15min. max).


A company that attempts to create a new product or service under conditions of extreme uncertainty.

Store Locator

is a feature found on websites of businesses with multiple locations that allows visitors to the site to find locations of the stores within proximity of an address or postal code or within a selected region.


(e.g. Instagram Story) are a way of sharing photos and videos with followers that disappear after a certain amount of time. A story can contain photos, videos and / or text annotations.

Structured Data

refers to information with a high degree of organization, such that inclusion in a relational database is seamless and readily searchable by simple, straightforward search engine algorithms or other search operations.


Automates content design in accordance to user behavior, thus being 100% focused on delivering the best user experience possible. They help e-comm businesses automatically design and implement shoppable content. Styla is a content commerce suite that automatically designs your content and makes it shoppable, inspiring your customers to buy more. The underlying automation technology designs content in real-time and enhances the user experience on every device.



Youtube users, that subscribe to a specific youtube channel to receive updated about new content publications.

Supervised Learning

is the machine learning task of inferring a function from labeled training data. The training data consist of a set of training examples.

Supply-Side Platform (SSP)

or sell-side platform is a technology platform to enable web publishers to manage their advertising space inventory, fill it with ads, and receive revenue. 

Sustaining Technologies

are technologies that improve product performance


(like a spreadsheet) is a data processing tool used to query, organize and summarize data.


Tidal’s influencer platform allows your brand to centrally manage your valuable relationships in a private owned network. Activate your network, automatically, to generate great content for your brand, at scale.


Total Contacts

Amount of overall email addresses of users

Total Revenue

Total order value amount during a specified  date  range.

Total Traffic

The amount of visits a Web site receives.

Traffic by Device

Total traffic split up by browsing device. Examples: Desktop, Tablets,     Mobile/Smartphones

Traffic by Source

Total traffic split up by marketing source of visitor. Examples: Direct, Referral, Paid, Display Ads, Social Media, Email campaigns, etc.

Twitter Engagement

Examples: Replies, Followers, Favorites and Retweets


Uberall is one of Europe’s leading Location Marketing SaaS platforms. The software helps business with lots of store/service locations, or brands that sell through these businesses, create a better brand experience and generate more footfall. They do this by making them visible to consumers who increasingly use their phones to research and take purchasing decisions. Schwarzkopf is one such brand they are working with.


Unfair Advantage

describes the tangible or intangible assets, that only your start up has access to and that provide competitive advantages

Unique Visitors

is the number of unduplicated (counted only once) visitors to your website over the course of a specified time period.

Unstructured Data

is information that either does not have a pre-defined data model or is not organized in a pre-defined manner.

Unsupervised Learning

is a type of machine learning algorithm used to draw inferences from datasets consisting of input data without labeled responses. The most common unsupervised learning method is cluster analysis, which is used for exploratory data analysis to find hidden patterns or grouping in data.

User Generated Content (UGC)

is any form of content created by users of a system or service and made available publicly on that system.


associates a name (symbol) with a value or an object. Variables are tightly linked to the programming language and are like placeholderders for processing data (e.g. „customeremail“ can be a variable for „individual customer email addresses“).


refers to advertisements that is integrated into videos and generally occurs before, during and after a video stream.

Video Completion Rate

The percentage of videos that were played to the end of the clip as a % of total views. (incomplete and completed).


Vidsy offers two solutions: 1) Its tech platform supports everything: from briefing, to production and insights. It cuts admin tasks and instead gives the user more time to create videos that connect with people! 2) Vidsy’s Creator Network allows for talented & diverse creator community collaboration and helps produce exciting stories through video.


Viral Loops

are a type of marketing  campaign used to promote a company or product. Named after viruses, a viral loop is meant to infect a person and cause them to share it with other people.

Virtual Reality (VR)

is a simulated and immersive experience projected by a device into the user’s sight.

Voice Commerce

is a form of software application that is often utilized within commercial websites. Voice recognition technology replaces the typical point-and-click online decision-making process by prompting the user to speak into a microphone.

Web Hosting

is in the business of providing server space, Web services and file maintenance for Web sites controlled by individuals or companies that do not have their own Web servers.

Web Service

is an application or data source that is accessible via a standard web protocol (HTTP or HTTPS), thereby enabling machine-to-machine communication.

Youtube Engagement

Examples: Views, Shares, Dislikes, Likes, Subscriber