A tracking, monitoring and reporting system provided by Google for the purpose of tracking website or application usage data. Provides aggregate data

An online advertising platform offered by Google. It allows for the serving of search ads in a Search Engine Results Page (SERP), Image ads displayed on various online platforms and video ads

A testing system offered by Google that allows a marketer to test different versions of a website to determine aspects that impact performance

Google Tag Manager is a tag management system created by Google to manage JavaScript and HTML tags used for tracking and analytics on websites.

A system that allows a marketer to manage digital marketing related scripts, systems and code without having to directly edit the platform in questions code. Common applications include adding web analytics, adding remarketing snippets and campaign management

Web analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage through online tools and systems. Common tools include Google Analytics, Adobe Analytics and Yandex Metrica

Marketing automation refers to the software that exists with the goal of automating marketing actions. This can include aspects such as Email marketing with automated triggers that send a user an email depending on their stage in a sign up process, or online sale

The process of sending emails to current clients and prospects for the purpose of generating awareness, interest and action with regards to your brand, product or business usually through a bulk mail software

The application of sharing/promoting content produced by a brand/business on a social platform for the purpose of driving users to a desired endpoint or outcome

The use of automated systems to bid on digital advertising inventory in real time for the opportunity to show an ad to a unique user in a specific context.

Search engine optimisation is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. The process includes content production, link building and technical on-page optimisation

The GDPR (General Data Protection Regulations) is Europe’s new framework for data protection laws. It aims to “harmonise” data privacy laws across Europe as well as to give greater protection and rights to individuals within the EU.

The Protection of Personal Information Act, No 4 of 2013 promotes the protection of personal information by public and private bodies in the Republic of South Africa.

A privacy policy is internally focused and instructs employees as to what they may do with and how they must handle personal data

A privacy notice is external facing and tells customers, regulators and other stakeholders how you gather, use, disclose, and manage personal data. Typically privacy notices are developed from the privacy policies.

Terms of service

Small files sent from a website and stored in a browser when a user visits said site. Used for collecting usage data, storing stateful information and storing arbitrary pieces of information

Personal data broadly means a piece of information that can be used to identify a person, directly or indirectly. This includes information such as person name, residential address or even IP address. The definition stretches as far as to include social media posts and photos.

Explicit permission from a user to have their information processed and used by another entity which must be recorded for reference.

Explicit request from a user to have their data removed from a database or system and not to be contacted or have their data used for any reason

An identifiable natural person is one who can be identified, directly or indirectly, in particular by reference to an identifier such as a name, an identification number, location data, an online identifier or to one or more factors specific to the physical, physiological, genetic, mental, economic, cultural or social identity of that natural person

The natural or legal person, public authority, agency or other body which, alone or jointly with others, determines the purposes and means of the processing of personal data

A natural or legal person, public authority, agency or other bodies which processes personal data on behalf of the controller

A cookie policy must explicitly lists the cookies that a site is using to collect, process and store information when a user enters a site.

Remarketing uses tracking snippets to tag users who visited a particular site and have specific ads shown to them on other platforms relating to the content visited and engaged with. Variations include Retargeting

Real-time bidding (RTB) is a means by which advertising inventory is bought and sold on a per-impression basis, via programmatic instantaneous auction, similar to financial markets