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caching
The storage of web files for later re-use at a point more quickly accessed by the end user.

call to action (CTA)
A call to action is the copy on your website that asks your visitors to take a particular action. Calls to action can cover a range of activities such as buying a product, completing a survey, or subscribing to a newsletter or feed. If you want your call to action to be effective, you must lead up to it. Build your credibility, explain the benefits of your product or service, convince your visitors what’s in it for them, and then when they’re finally ready, ask for the sale with a call to action. Example: “Click here to order NOW - risk free”


CAN-SPAM
The CAN-SPAM Act established the United States’ national standards for sending commercial email, and it’s enforced by the Federal Trade Commission. CAN-SPAM is an acronym for Controlling the Assault of Non-Solicited Pornography and Marketing, although it’s likely that the name is derived from the acronym instead of the other way around. Anyone who uses email marketing as a way to promote their business must adhere to CAN-SPAM’s three basic types of compliance:
1. CAN-SPAM “Unsubscribe” Compliance
• Every email you send must include a way for your recipients to unsubscribe from your mailing list
• Requests to be removed from your list must be honored within 10 business days
• Opt-out lists cannot be used for any purpose except compliance
2. CAN-SPAM “Content” Compliance
• Your “From:” lines must be accurate
• Your subject line must be relevant relative to the offer in the body content, and not deceptive
• Adult content must be labeled as such
• You have included a legitimate physical address for the publisher and/or advertiser
3. CAN-SPAM “Sending Behavior” Compliance
You may not use open relays to send messages. An open mail relay is a mail server configured in a way that allows anyone on the internet to send mail through it, not just mail destined to or originating from known users
You may not send emails to a harvested email address
A message cannot contain a false header.


captcha
This is an abbreviation for "Completely Automated Public Turing test to tell Computers and Humans Apart." It is a challenge-response testing system: typically an image that contains a series of ambiguated characters that the reader must retype in a given field. Captcha was created mainly to combat the spam problem as many black hat programmers write programs that can automatically access online services. These programs are made for various purposes, such as creating new email addresses, forum accounts or blog comments for the purpose of spamming.


CSR (certificate signing request or certification request)
In public key infrastructure systems, a certificate signing request is a message sent from an applicant to a certificate authority in order to apply for a digital identity certificate. Before creating a CSR, the applicant first generates a key pair, keeping the private key secret. The CSR contains information identifying the applicant, and the public key chosen by the applicant. The corresponding private key is not included in the CSR, but is used to digitally sign the entire request. The CSR may be accompanied by other credentials or proofs of identity required by the certificate authority, and the certificate authority may contact the applicant for further information.
If the request is successful, the certificate authority will send back an identity certificate that has been digitally signed with the private key of the certificate authority.

CSS (cascading style sheets)
Cascading style sheets are used in web design to control the appearance of fonts, colors, images, backgrounds, and layout -- or in other words, the style of your site. Using CSS enables you to separate your content from your presentation, which is great for improving accessibility, providing more flexibility for making changes to the look of your website, and reducing the complexity of your HTML.


CGI script (Common Gateway Interface scripts)
CGI scripts are the most common way for web servers to interact dynamically with users. CGI scripts are compatible with any browser as they are server-side programs instead of client-side -- which means the visitor’s computer doesn’t run the script, your web server does. HTML pages that contain forms often use a CGI script to process the form’s information and then react to it.


chatbot (also called chat bot, chatter robot, chatterbot)
A computer program designed to simulate conversations with human users by the means of text or sound. Such programs are sometimes called Artificial Conversational Entities. The aim is to fool the user into thinking that the conversation has been produced by a real human being. Chatbots are often used in dialog systems for various practical purposes such as online help, or information acquisition. They are also employed to capture marketing leads from users of social media platforms like Twitter.


chat room
A chat room is an online space that allows users to interact with one another in real-time. Chat rooms are often formed around a common interest or topic. Some chat rooms include voice and graphics, but they are nowhere near as common as text-only chat rooms.
It is important to consider that when you are entering a chat room you are walking into an existing conversation, and the participants will expect you to respect their rules and conventions. If you don’t, you run the risk of getting booted from the chat room.


click and mortar business (also called C&M business)
A click-and-mortar business is one that has both an offline presence and an online presence. Click-and-mortar businesses generate income from both the online and offline properties in a variety of ways, including:
• Making online sales of offline merchandise. The reach of both businesses is expanded because resources are shared.
• Promoting offline services online, from taking appointments to directing online traffic to your physical store
• Forming strategic alliances with other businesses, online and offline
• Starting an online affiliate program, so you move more of your offline product by having other people sell it for you
• Becoming an affiliate for other businesses so you can offer more products to your existing customer base

(see also brick and mortar business)

click fraud
Click fraud is an Internet crime that occurs when a person, script, or computer program clicks on a

PPC ad in order to drive up charges per click. Click fraud can be as small-time as one person starting a small website, becoming an ad publisher, and then clicking on those ads to generate revenue, and it can be as big-time as an international group that uses computers and scripts in a variety of geographic locations to create zombie computers which mimic human web surfing behavior.

CTR (click-through rate)
The average number of click-throughs per hundred ad impressions, expressed as a percentage. Click-through rates (CTRs) are a way to measure the effectiveness of an online advertising campaign. You can find the click-through rate for a given ad by dividing the number of click-throughs by the number of impressions. The current advertising industry average click-through rate is 0.7% - that’s 1 click-through for every 143 impressions..


code
Code is a term for the languages human programmers use to interact with computers. There are many different kinds of code -- on the web the ones you’ll see most often are HTML, CSS, CGI, and JavaScript.


colocated hosting
When one party houses their web server(s) at another company's location for internet connectivity. Colocated hosting can reduce the total long-term hardware expense compared to dedicated hosting.


comment spam
Irrelevant comments posted to a blog for the sole purpose of dropping a link to the spammer's website. Comment spam is also called a spomment (spam + comment). These are typically characterized by the presence of replies that are irrelevant to the blog entry, along with a link that leads to the commenter's website.


contextual advertising
A method of serving advertisements based on the content (overall context or theme) of a web page. Google AdSense was the first advertisement service that included a page's overall context in determining which type of ad campaigns will be rolled out for that page. Because the ads are relatively more relevant to what the user is interested in, then it is hoped that the ad's click rate will drastically improve.

conversion rate
The percentage of visitors who take a desired action. The desired action can take many forms, varying from site to site. Examples include sales of products, membership registrations, newsletter subscriptions, software downloads, or just about any activity beyond simple page browsing.


cookie
Information stored on a user's computer by a website so preferences are remembered on future requests. Cookies are passed from a web server through a web browser to the user's hard drive. This information is essential for many of the features taken for granted on the web, such as shopping carts and personalized portals.

cost per action (CPA)
Online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations. The actions defined in a cost per action agreement relate directly to some type of conversion, with sales and registrations among the most common. This does not include deals based solely on solely clicks, which are referred to specifically as cost per click (CPC).


cost per click (CPC) (also called pay per click (PPC))
The cost or cost-equivalent paid per click-through. The terms pay per click (PPC) and cost per click (CPC) are sometimes used interchangeably, sometimes as distinct terms. When used as distinct terms, PPC indicates payment based on click-throughs, while CPC indicates measurement of cost on a per-click basis for contracts not based on click-throughs.


cost per thousand (CPM)
The CPM model refers to advertising bought on the basis of impressions. This is in contrast to the various types of pay-for-performance advertising, whereby payment is only triggered by a mutually agreed upon activity, such as click-through, registration, or sale. The total price paid in a CPM deal is calculated by multiplying the CPM rate by the number of CPM units. For example, one million impressions at $10 CPM equals a $10,000 total price.
The amount paid per impression is calculated by dividing the CPM by 1000. For example, a $10 CPM equals $.01 per impression.

customer acquisition cost
The cost associated with acquiring a new customer. Customer acquisition cost is calculated by dividing total acquisition expenses by total new customers. However, there are different opinions as to what constitutes an acquisition expense. For example, rebates and special discounts do not represent an actual cash outlay, yet they have an impact on cash -- and, presumably, on the customer.



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