Glossary

A Crawler (also known as a Spider or Web Bot) is an automated software programme that navigates the World Wide Web in a methodical way. It is the tool that search engines, like Google, use to discover, scan, and "read" the content of web pages, systematically following links from one page to another to map the web.

CPM is the acronym for Cost Per Mille (Cost per Thousand), where "Mille" refers to one thousand impressions (views). It is one of the main purchasing models and a fundamental metric in advertising, especially in display advertising and video advertising. It indicates the price an advertiser pays for their advert to be shown one thousand times on a web page or in an app, regardless of whether or not users click on it.

CPL is the acronym for Cost Per Lead . It is a fundamental metric (KPI) in performance marketing and online advertising that calculates the average cost incurred by an advertiser to acquire a single "lead". A lead is not a sale, but the qualified contact details (e. g., name, email, phone) of a user potentially interested in a product or service, usually obtained through the completion of a form.

CPG is the acronym for Consumer Packaged Goods. It refers to that vast category of products that consumers use and purchase regularly, characterised by rapid replacement or frequent consumption. This category includes items such as food, drinks, personal hygiene products and household cleaning products.

CPA is the acronym for Cost Per Action or, more commonly, Cost Per Acquisition. It is a fundamental metric in digital marketing that measures the average cost incurred by an advertiser to obtain a specific "action" or "conversion". This action can be a purchase, a lead generation (e.g. form completion), a newsletter sign-up, or a download.

Cost Per View (CPV) is a pricing model and performance metric used in video marketing. It indicates the average cost incurred by the advertiser for every single valid view of their video ad. It is the main bidding mechanism for advertising on platforms such as YouTube and other Video On Demand (VOD) networks.

Cost Per Sale (CPS) is a performance metric in digital marketing that indicates the total cost incurred by a company to generate a single sale or acquire a paying customer, following interaction with a specific advertising campaign or marketing channel. It is the result of dividing the total campaign cost by the number of sales generated.

Cost Per GRP, more commonly known by the acronym CPP (Cost Per Point), is a fundamental metric in media planning. It indicates the cost an advertiser incurs to purchase a single GRP (Gross Rating Point), i.e., the cost required to reach 1% of the potential target audience.

The CPC, acronym for Cost Per Click (Cost Per Click), is a fundamental digital advertising metric that indicates the exact amount an advertiser pays each time a user clicks on one of their online ads. It is the payment model behind campaigns Pay Per Click (PPC), where you don't pay for simply displaying the ad (impression), but only for the specific click action.

Corporate Social Responsibility (CSR) is the voluntary integration by companies of social, ethical, and environmental concerns into their business operations and their interactions with stakeholders (employees, customers, suppliers, local communities). It is a company's commitment to operating in a sustainable and responsible manner, going beyond simple compliance with legal obligations.

Corporate Giving, or corporate philanthropy, is the practice by which a company voluntarily contributes to charitable or socially useful causes, donating resources that may include money, products (donations in kind), services (pro bono), or its employees' time (corporate volunteering). It is one of the most direct manifestations of Corporate Social Responsibility (CSR).

Corporate Entrepreneurship is the strategic approach by which an established company stimulates and adopts an entrepreneurial mindset and practices within its own structure. It is the process that allows large organisations to innovate, take calculated risks, and develop new initiatives (products, services, or business models) as if they were start-ups, but by leveraging existing resources and structure.

The Core Business is the primary, central, and fundamental activity through which a company generates the majority of its revenue and its competitive advantage. It is the very essence of the company, the reason it was founded, and the area in which it most excels. It represents the sector or product/service on which the business focuses its priority resources, expertise, and strategies.

Copywriting is the art and technique of writing persuasive text with the goal of compelling the reader to take a specific action, such as buying a product, signing up for a newsletter, clicking a link, or simply changing their perception of a brand. It is not "writing well", but "writing to sell" (ideas, products, or services), using psychology, strategy, and creativity.

The Copywriter is the professional who specialises in writing persuasive text (the "copy") aimed at selling or promoting products, services, or ideas. They are a strategic figure who combines writing, marketing, and psychology skills to create messages capable of capturing the audience's attention, generating interest, and compelling them to take a desired action (such as a purchase or registration).