Glossary

1:1 marketing is a strategy that delivers personalized messaging and experiences to individual users based on their data and behavior.

Accessibility, or a11y, is the practice of designing digital content, websites, products, and experiences so people of all abilities can use them.

Acquisition is the process of attracting new customers to a brand through targeted marketing channels and tactics.

Activation is the execution phase where strategy is brought to life through campaigns, experiences, and actions that drive audience engagement or response.

Affinity mapping is a research and strategy method used to organize ideas, feedback, observations, or data into related groups and themes.

Alignment is the process of ensuring people, strategy, messaging, goals, and actions work together toward the same business or brand direction.

An angel investor is an individual who provides funding to an early-stage business or startup, often in exchange for equity or ownership in the company.

ARPU, or Average Revenue Per User, measures how much revenue a business earns from each customer or user over a specific period.

An artboard is a defined workspace within a design file where designers create and organize layouts, screens, graphics, or visual concepts.

Assets are the branded materials, files, visuals, and resources a business uses to communicate consistently across marketing, sales, and customer touchpoints.

Atomic design is a design system methodology that breaks interfaces into small reusable parts, such as buttons, labels, forms, sections, and page templates.

Audience Persona is a research-based profile that represents an ideal customer, used to guide branding, messaging, and marketing decisions with greater relevance and clarity.

Auto Layout is a Figma feature that helps designers create flexible frames and components that automatically adjust spacing, sizing, and alignment.

Automation is the use of technology, software, or systems to complete repetitive tasks with minimal manual effort, helping businesses save time and improve consistency.

B2B, or Business-to-Business, refers to companies that sell products or services to other businesses rather than directly to individual consumers.

B2C, or Business-to-Consumer, refers to businesses that sell products or services directly to individual customers rather than other companies.

A balance sheet is a financial statement that shows what a business owns, what it owes, and the owner or shareholder equity at a specific point in time.