Expand your marketing vocabulary with this holistic glossary that explains foundational terms related to marketing strategy and unified marketing measurement. We not only define each term, but offer some helpful examples and resources in case you want to learn about them in more depth. We hope you bookmark this page and come back to it whenever you need to.

Reach

An estimate of how many unique people will see and potentially engage with content. It can be based-on circulation rates, unique monthly visitors, shares, backlinks and/or the number of followers.

Impressions

The total number of times content is displayed. This counts every time the content is displayed to a viewer. There can be multiple impressions by a single unique viewer.

Engagement (or Reactions)

The total number of interactions on a piece of content. This includes comments, likes, shares, and views.

Engagement Rate

The portion of followers for an individual social media account who are interacting with that person’s posts. This can be used to compare how active an influencer’s follower base is along with the overall impact that influencer has. For example, a post with 100K likes from an influencer with 4 million followers indicates an average engagement rate of 2.5%. However, a post with 100K likes from an influencer with 550K followers indicates an exceptionally engaged audience as it has an 18% engagement rate.

Unique Monthly Visitors

The number of unique visitors to a website in a given month. This does not include multiple visits by the same user.

Monthly Visitors

The number of visitors a website receives in a given month. This includes repeat visitors and can be used to judge how active visitors are. For example: if monthly visitors total 400K but the number of Unique Monthly Visitors is only 100K it shows that people are coming back to the site an average of 4 times per month.

Media Impact Value™

Launchmetrics’ proprietary machine learning algorithm provides brands with a unified currency to measure the value of all marketing activities across Voices, Channels and Markets by assigning a monetary amount to every post, interaction and article. Finely tuned to specificities of Fashion, Luxury and Cosmetics, the algorithm was trained on actual media rates and 5+ years of FLC specific campaign data. It analyzes more than 100 quantitative and qualitative attributes including: audience engagement, industry relevance, source authority and content quality, to create a highly accurate method of measurement. MIV® offers a unified way to calculate how brand equity is being created and which strategies create the most ROI. Read more.

Share of Voice

The percentage of mentions generated by a brand, segment or influencer during a specific time period (ex: monthly) or an event (ex: Fashion Week, BeautyCon or Baselworld). Share of Voice can be used to identify the most talked about brand during an event or to benchmark your marketing & communications strategies against your competitors.

Share of Value

The percentage of Media Impact Value generated by a brand, a segment, or an influencer, during a specific time period (ex: monthly) or an event (ex: Fashion Week, BeautyCon or Baselworld). Share of Value can be used to identify the most talked about brand during an event or benchmark your marketing & communications strategies against competitors.

Channel Mix

The percentage of coverage or Media Impact Value that was generated during a specific time period (ex: monthly) or an event (ex: Fashion Week, BeautyCon or Baselworld) across Print, Online (online media publications, slideshows, blogs) and Social Channels (Instagram, Facebook, Twitter, YouTube).

Voices Mix

Launchmetrics’ Voice-Centric approach highlights the Voices creating value today to provide a holistic view of marketing performance and cross-compare the impact various activities have on the customer lifecycle. From Traditional Media, Celebrities, Influencers, Partners and Owned Media, this methodology gives brands a unique framework to understand the ROI of these activities as well as the Voices that influence the customer buying journey from awareness and consideration to conversion and retention. Voice Mix is a metric that provides the percentage of coverage or Media Impact Value generated by each of the five Voices that move consumers through the buying journey. Read more

Traditional Media

Publications such as Vogue, Allure or Manrepeller.com. This includes print titles along with any online properties and social media accounts associated with the media outlet. 

Celebrities

Influential individuals that are known for something other than their digital presence such as actors, singers and athletes.

Influencers

Influential individuals within Fashion, Luxury and Cosmetics that are known for their digital presence such as Chiara Ferragni or Aimee Song.

Partners

Retail partners such as Matchesfashion.com or Sephora that can amplify a brand’s message across their own social media channels.

Owned Media

Content posted your brand’s own social media properties including Instagram, Facebook or YouTube.

Influencer Mix

The percentage of coverage or Media Impact Value generated by a specific influencer tier.

Micro Influencers

10K-100K followers

Mid-Tier Influencers

100K-500K followers

Mega Influencers

500K-2M followers

All-Star Influencers

More than 2M followers

Brand Efficiency

Compares the number of placements generated by a brand against the average MIV generated by each placement. This can be used to gauge how effectively a brand’s marketing & communications strategies are building brand equity. For example, a high MIV but a low number of placements might indicate that a brand is missing opportunities to connect with consumers.

Slideshow

An online media article that consists of a slideshow of images. For example: the top 50 looks from the Met Gala or top 10 skincare products for dry skin.

Sample Performance Ratio

The percentage of sample send outs that are generating mentions from various Voices. It is calculated by dividing the total number of mentions across print, online and social media by the total number of sample sendouts each month. It can be used to evaluate the effectiveness of your sample sendouts. Keep in mind it is important to measure the quality of mentions in addition to the quantity.

Event Attendance Rate

The percentage of people who actually attended an event they RSVP’d to. It is calculated by dividing the number of attendees at an event by the total number of people who RSVP’d to the event and can be used to evaluate event health. Rates of 85% or higher indicate a well-attended event while rates below 70% indicate a high percentage of no-shows.