Glossary

  • c

  • Definition A customer data platform (CDP) is a system that collects and unifies customer data from multiple sources so it can be used for analytics, segmentation, and marketing activation. Key Takeaways CDPs unify data from site, CRM, call tracking, and other tools into one profile(...)
  • Definition Customer journey management is the practice of designing, measuring, and improving the steps a person takes from first awareness to conversion and follow-up. Key Takeaways Journey management connects marketing performance to admissions experience. In treatment, the(...)
  • Definition A customer journey map is a visual or structured outline of the steps, questions, and emotions a person experiences as they move toward a decision. Key Takeaways Journey maps reveal friction that analytics alone can miss. In treatment, include both the seeker and the(...)
  • Definition Customer relationship management (CRM) refers to the systems and processes used to track leads, conversations, follow-up, and outcomes across the full pipeline. Key Takeaways A CRM is the backbone for lead tracking and follow-up in treatment marketing. CRM data is how(...)

  • d

  • Definition Dark traffic is website traffic that arrives without clear source information. It is often reported as direct, even when it came from a share, a private app, or an AI tool that did not pass referral details. Why It Matters For Addiction Treatment And Behavioral Health(...)
  • Definition Data acquisition is the process of collecting data from sources such as websites, ads, call platforms, CRMs, and forms so it can be used for reporting and decision-making. Key Takeaways Good data acquisition starts with clear definitions and clean event tagging. In(...)
  • Definition Data cleansing is the process of correcting, standardizing, and removing errors or duplicates in data so reporting and automation are accurate. Key Takeaways Clean data is required for trustworthy attribution and optimization. In treatment marketing, cleansing often(...)
  • Definition A data management platform (DMP) is a system used to collect and organize audience data, often for advertising targeting and segmentation, traditionally focused on cookie-based or third-party data. Key Takeaways DMPs are more common in large programmatic advertising(...)
  • Definition Data matching is the process of linking records across systems, such as matching ad clicks to calls, calls to CRM records, and CRM stages to admissions outcomes. Key Takeaways Matching is required for accurate attribution and offline conversion imports. In treatment(...)
  • Definition Data onboarding is the process of bringing data from one system into another so it can be used for targeting, measurement, or analysis, such as onboarding CRM lists into advertising platforms. Key Takeaways Onboarding can help with measurement and segmentation, but it(...)
  • Definition Data segmentation is the practice of grouping people or records into meaningful categories, such as by intent, location, program fit, or stage in the intake process. Key Takeaways Segmentation improves messaging relevance and follow-up consistency. In treatment(...)
  • Definition Data validation is the process of checking that data is accurate, complete, and formatted correctly so reporting and automation work reliably. Key Takeaways Validation prevents bad decisions driven by broken tracking or messy CRM fields. In treatment marketing,(...)
  • Definition De-identification is the process of removing or obscuring personal details so a dataset or text is less likely to identify an individual. In AI workflows, de-identification helps teams use information for analysis and training without exposing private details. Why It Matters(...)
  • Definition De-identified data is information that has been processed to remove or obscure details that could identify a specific person. Key Takeaways De-identification reduces risk, but it does not automatically remove all privacy concerns. In treatment marketing, use(...)
  • Definition Decision fatigue is the decline in decision quality that happens after a person makes many choices in a short period of time. Key Takeaways Visitors under stress need fewer choices and clearer next steps. In treatment marketing, decision fatigue can lower calls and(...)
  • Definition Demand generation is a strategy focused on creating awareness and interest that leads to qualified leads over time, combining content, paid media, and follow-up systems. Key Takeaways Demand generation supports long-term growth, but it must connect to admissions(...)
  • Definition A demand-side platform (DSP) is software used to buy digital ads programmatically across networks, often using audience targeting and real-time bidding. Key Takeaways DSPs are useful for scale and audience testing, but they require strong measurement to avoid waste. In(...)
  • Definition Deterministic data is data that can be matched with high confidence using a direct identifier, such as a login, email, or customer ID. Key Takeaways Deterministic matching is more reliable than probabilistic matching. In treatment marketing, deterministic approaches(...)
  • Definition A device ID is an identifier associated with a specific device, used in some advertising and analytics contexts to recognize repeat interactions. Key Takeaways Device identifiers are less reliable than they used to be due to privacy changes. In treatment marketing,(...)
  • Definition Digital asset management (DAM) is the system and process used to organize, store, and control access to media assets like photos, videos, logos, and documents. Key Takeaways A DAM reduces brand inconsistency and speeds up production. For treatment providers, it helps(...)