Lexik
All the terms you need to know, all in one place.
A.
Artificial Intelligence (AI) is a branch of computer science that focuses on creating systems capable of performing tasks that typically require human intelligence. These tasks include learning from experience, understanding natural language, recognizing patterns, solving problems, and making decisions. AI aims to simulate human cognitive processes through algorithms and computational models. Consider AI a helpful robot assistant for menial tasks.
Example: AI today is accessible through apps, not robots. No need for a Blade Runner style Voight-Kampff test—yet. OpenAI's ChatGPT, for example, quickly responds to questions and prompts.
See AI featured in:
The future of marketing: AI-infused martech
Explore AI for delivering multilingual content with a panel of experts.
Use AI to create texts people want to read
CSRF stands for cross site request forgery. In simple terms, it’s when an attacker uses information to pretend to be an authorized user. The attack is conducted while the authorized user has an active session on a website. Requests are sent illegitimately from the user to approve requests that are not real. Anti-CSRF security measures combat this type of attack.
Example: In a CSRF attack, your entire identity isn’t stolen. It’s like having your credit or debit card stolen at a cash register, but not your ID. Whoever stole your information might have fun with your money, but they won't have your entire identity.
Secure your knowledge:
Choose Kentico Xperience for security and peace of mind
Secure Websites & Data
Deliver Content Anywhere with a Headless API
Example: An API is like an old-time phone operator, doing the technical work behind the scenes so the call is connected appropriately.
Explore API:
Deliver Content Anywhere with a Headless API
Extend & Customize As You Need
ASP. NET Core MVC is an open-source framework for developing software. MVC stands for Model View Controller. These three components are separated. ASP.NET Core MVC is often used for creating web applications.
Explore ASP.NET Core MVC topics:
Ask the Experts is back! Let’s talk Xperience
Authentication is the process of verifying a user's identity to grant access to a system or resource. It ensures that only authorized individuals can interact with secured environments by confirming their credentials, such as passwords or security tokens.
Example: Authentication is like using a key to unlock a door. Just as you need the correct key to open your front door, you need the right credentials (username, password, etc.) to access an application or system.
Authenticate your knowledge
Provide Cross-Platform Authentication
B.
C.
CMS is an abbreviation for Content Management System (CMS), a software application that enables users to create, manage, and modify digital content without requiring specialized technical knowledge. CMSs are designed to simplify the process of managing web content, making it accessible to a broader range of users, even without programming skills.
Example: A CMS is like a Lego set. You use pre-made blocks to build your structure (website) without creating each block from scratch.
Read more about CMS:
Let's explore the pros and cons of strict vs. open CMS implementations.
CMS vs. DXP: which is right for you?
CMS or DXP? Which technology is right for you?
Example: A CRM is like a virtual secretary who ensures your customers are content.
Learn more about CRM:
Integrate Kentico into your company ecosystem
Content modeling is the process of building your content’s structure, starting with the tiniest details. Content modeling involves figuring out the type of content your platform needs and then defining its structure. The goal of content modeling is to create consistency and improve the quality of content. There are various content types within content modeling, from ebooks to social media posts. Content modeling defines how each type relates to one another and how each will be used.
Example: Content modeling is like designing the blueprint for a city. Just like city planners need to map out where roads, buildings, parks, and utilities will go to create a livable city, content modelers organize the structure and relationships of information to ensure that digital content is cohesive.
Discover content modeling:
Manage content with confidence
What is content modeling and why should you care?
Master content modeling for enhanced digital content management
Cloud programs are stored over the internet instead of as a physical copy. There are many advantages to this—for example, if you need to change devices, there’s a chance your software or files will be stored in the cloud, so nothing is lost if it is saved properly. Though USB drives are still used, the ability to access the cloud regardless of location means that they risk becoming obsolete.
Example: The cloud is like an invisible backpack that carries everything you need, storing your things so they can be accessed wherever you may be.
It's a cloudy day:
Deploy On-Premises or in the Cloud
Expert roundtable: Cloud deployment opportunities
Deploy On-Premises or in the Cloud
The goal of consolidation is to streamline and centralize—whether the term is being used in the tech industry or beyond. In the context of content management systems, consolidation means streamlining and centralizing software applications and tools. Consolidation elminates repetition for integrated solutions.
Example: Zoos consolidate the planet's wildlife by putting (most of) them in one place.
Discover more consolidation:
Consolidation unlocked: Simplify and strengthen your martech ecosystem
Consolidating marketing technologies in one platform
If ‘consolidation’ is a solution that marketing teams need, then why hasn't it been solved?
How MarTech consolidation can simplify complexities for marketers.
A Content Delivery Network (CDN) is a system of distributed servers that deliver web content to users based on their geographic location. By caching content closer to the end user, CDNs reduce latency and load times, improving website performance and reliability.
Example: Imagine a CDN like a network of local libraries. Instead of traveling long distances to a central library, you visit the nearest one to quickly access the books you need.
Learn more about content:
Easy content management system
A content hub serves as an organized library for all your digital content. It works by storing individual components as structured data, separate from their design. This powerful tool enables efficient content management, digital asset management, distribution, and maintenance, making it important for a multichannel content strategy.
Example: A content hub is like a newsroom where journalists collaborate on breaking news stories, coordinating so the same information reaches print, digital, and broadcast channels seamlessly and with no inconsistencies.
Learn more:
Discover Content Hub
D.
Digital maturity refers to an organization’s ability to leverage digital technologies and data to drive business growth, enhance customer experience, and improve operational efficiency. It encompasses the extent to which an organization has integrated digital tools, processes, and strategies into its operations and culture.
Example: Digital maturity is about knowledge, not age. Like Mozart composing masterpieces at age 12, newer websites can be mature through efficient use of tools, processes, and strategies.
Learn more and assess your digital maturity:
Understanding digital experience maturity
Increase your digital experience maturity and grow faster
A digital transformation is exactly what it sounds like—the process of transforming your digital presence, processes, and technologies to keep up with a constantly evolving digital landscape.
Example: Check out any one of our success stories to see detailed examples of digital transformation and how it can completely change the game.
Transform your knowledge, learn more:
Why digital transformation is no longer a nice to have
Data analytics is the process of examining raw data to uncover patterns, draw conclusions, and make informed decisions. It involves using statistical and computational techniques to analyze data and generate insights that help improve business strategies, performance, and outcomes.
Example: Think of data analytics like looking at customer shopping habits. Just as a store owner might track which products are most popular to adjust inventory, businesses use data analytics to understand trends and make data-driven decisions.
Dive into data:
Personalization is a must, as is getting it right
How to collect website visitor data: 8 tips
Data Silos refer to isolated sets of data that are accessible to only one department or group within an organization and are not easily shared with other parts of the organization. These silos can lead to inefficiencies, as departments may lack a holistic view of information, resulting in duplicative efforts, misaligned goals, and missed opportunities for data-driven insights.
Example: Dealing with data silos is like working with a team of people without a common language. Each team member has valuable information, but collaboration becomes difficult if no one can understand each other on any level.
All about data:
Personalization is a must, as is getting it right
How to collect website visitor data: 8 tips
E.
Example: In our digital age, virtually everything can be done as e-commerce—from buying groceries to cars.
Explore e-commerce:
Find Out Why Your E-commerce Leads Are Not Converting (And What to Do About It)
E-commerce Migrations
Email marketing is a digital marketing strategy that involves sending promotional messages, updates, or advertisements to a group of people via email. It helps businesses engage with their audience, build relationships, and drive conversions through targeted and personalized communication.
Example: It's like sending a personalized flyer to your mailbox. Just as businesses mail you special offers, email marketing delivers customized messages and promotions directly to your inbox to encourage action, such as making a purchase or signing up for an event.
Explore email marketing:
The enduring power of email marketing and automation
Example: Edtech is like taking aspects of a traditional physical classroom and squeezing it into a mobile or desktop device to provide alternative learning experiences for students. Depending on the type of technology, students can attend interactive lessons, complete assignments, and collaborate online, making education more accessible and engaging.
Get educated about EdTech:
Customer Success Stories | NorQuest College
From admissions to alumni: Creating smooth student journeys
eLearning, or electronic learning, refers to the delivery of educational content through digital platforms, enabling learners to access materials online. This approach uses various formats, including online courses, webinars, and interactive modules' making education flexible and accessible.
Example: eLearning is like ordering takeout—you get the same food, but without the hassle of going to a restaraunt. It provides flexibility, while still delivering essentially the same core experience.
eLearning vs. EdTech: eLearning covers the general digital delivery of educational content, while EdTech integrates technology across the education system, enhancing teaching, learning, and administration. elearning can be considered a subset of EdTech, focused specifically on content delivery.
Do your own eLearning:
Customer Success Stories | NorQuest College
From admissions to alumni: Creating smooth student journeys
Eggnog is a limited-edition content type renowned for being rich in flavor and divisive among audiences. It's often used to enhance seasonal campaigns, with warmth and just a touch of nostalgia.
Example: Including eggnog in your content strategy is like launching a bold microsite: niche, engaging, and able to stir up interest.
You've cracked the code!
Pour a glass to celebrate, and enter the contest! Vote for number 47 on our LinkedIn poll and leave a comment to spread holiday cheer. Winners will be announced on Christmas. Good luck!
F.
What is fintech? This one is easy to guess: fintech is a combination of “finance” and “technology.” This term is used to describe any kind of application used to deliver financial services.
Example: If it's financial and has an application, it's fintech. Applications like Revolut, Venmo, and PayPal are all considered fintech companies.
Read more about finance and technology.
Example: Forms are like specialized mailboxes that deliver the exact information you need, as long as the sender is willing to share.
Find out more:
Forms | Xperience by Kentico Documentation
Front-end development refers to the creation and management of the visual and interactive aspects of a website or application that users directly interact with. It involves coding in languages like HTML, CSS, and JavaScript to design responsive, user-friendly interfaces.
Example: Front-end development is like designing the storefront of a shop. Like a storefront is arranged to attract customers, front-end developers craft the look, feel, and usability of a website to enhance the user experience.
Find out more:
Kentico for developers course
G.
Example: The internet without GDPR is like having a house without a door, allowing strangers to come in and rummage through your closets and drawers while you sit back and watch.
Get more GDPR:
GDPR – the Right to Portability
The Grinch is always up to no good, often thwarting conversions by casting a cynical shadow over festive cheer. He requires strategic retargeting to rediscover his Christmas spirit.
Example: Dealing with the Grinch is like addressing bounce rates—tough, but rewarding when your efforts result in a heartwarming turnaround. Pro tip: personalization goes a long way.
Christmas spirit, restored!
You've found the secret code, join the contest for a chance to win! Enter by voting for number 45 on our LinkedIn poll and then leave a comment to spread holiday cheer. Winners will be announced on Christmas. Good luck!
H.
Headless technology runs without a visual interface—the front end (the visual layer) is decoupled from the backend while connected via API. In the world of DXPs, headless technology gives users the ability to manage content in one location.
Example: Using headless software is like going to a restaurant where the chef can magically anticipate what you want to order. No waiters or ordering required.
Here's more headless:
Don’t lose your head over the hype – headless is just a feature!
Hosting is the service of providing storage and resources on a server to make a website or application accessible on the internet. It involves storing website files, databases, and other data on a server, allowing users to access the site from anywhere via a web browser.
Example: Think of hosting like renting space for a store. Just as a shop needs physical space to operate, a website needs server space to be available online for users to visit.
Learn more:
Managed Cloud Hosting Partners
I.
An integration bus ensures that data travels smoothly between all your different apps and services. An integration bus is needed to ensure that everything is coordinated between the applications.
Example: An integration bus is a lot like a real bus, making sure the passengers get where they need to go without delays or roadblocks.
All aboard the integration bus:
Build Connectors with an Integration Bus
Example: Adding integrations is like building additions to an exisiting house. You can buy a basic house an add a slide, another level, a spiral staircase, more windows; as long as they are compatible with the framework.
Dive into integrations:
Integrate Kentico into your company ecosystem
An intranet is a private network used within an organization to securely share information, resources, and collaboration tools among employees. It is accessible only to the organization's members and often includes features like document management, internal communication, and project collaboration.
Example: An intranet is like a company's internal bulletin board. An intranet allows employees to access important information and tools online within the organization.
J.
K.
Keep up with Kentico:
About
Customer Success Stories
Digital experience platform
Kentico Xperience 13 is a comprehensive digital experience platform (DXP) that combines content management (CMS), digital marketing, and commerce capabilities. It enables businesses to create personalized and engaging experiences for their customers across multiple channels, including websites, emails, and social media. The platform offers features like content personalization, marketing automation, and advanced analytics to help businesses optimize customer journeys.
Example: Kentico Xperience 13 is like a well-organized event planner for your business. It not only helps you set up and manage the event (your website or digital presence) but also ensures each guest (your customer) gets a personalized experience based on their preferences.
More on Kentico Xperience 13:
Kentico Xperience 13
Large Content Management for Marketing
L.
M.
Multichannel marketing is a strategy that prioritizes distributing a brand’s message to a wide audience. As the name implies, multichannel marketing uses every channel possible—social media, emails, websites, posters, radio shows, advertisements, and more.
Omnichannel vs. multichannel: Multichannel involves using multiple independent channels (a website, social media, in-store) to engage customers, each operating separately. Omnichannel integrates these channels to provide a consistent experience, allowing customers to move between platforms smoothly.
Example: A multichannel marketing strategy is like a highly skilled orchestra, but when they perform, it's possible that some of the members might play a different part of the song.
More multichannel marketing:
Content hub – A way to go for multichannel marketing
Key benefits of using website content for multichannel marketing in finance | Ebook
Microsites exist separately from the main company website and offer a more personalized approach to a campaign, product, or service. They can be designed to target a specific audience with messaging and a unique site design.
Example: Using a microsite is like wearing a costume. You’re probably not dressing up like a clown every day, but you will for the right occasion.
More microsites:
Multi-Site Management
Migration is the process of moving in pursuit of a modernized solution or upgrade. Migrating to a new platform involves the transfer of any pages, integrations, settings, and much more, making it a daunting task, but with many benefits.
For those already using a similar system, this process can often take the form of an upgrade, offering an opportunity to enhance capabilities and performance on a familiar foundation.
Example: Like moving to a new house, city, or country, migration involves taking everything you have and getting set up in a new location.
More migration:
Your CMS/DXP migration checklist | Ebook
How to upgrade from Kentico Xperience 13
Marketing operations refers to the processes, technologies, and strategies that support and optimize a company's marketing efforts. It involves managing data, workflows, performance tracking, and tools to ensure marketing activities are efficient, scalable, and aligned with business goals.
Example: Marketing operations is like the engine room of a ship. Like how engineers ensure everything runs smoothly for the ship to reach its destination, marketing operations professionals streamline operations to make sure to reach their targets.
More on marketing operations:
Digital experience platform
Marketing automation refers to the use of software platforms and tools to automate marketing tasks and workflows. This enables marketers to target customers with personalized messages across multiple channels, nurture leads, and improve operational efficiency. Typical tasks include email campaigns, social media scheduling, and customer segmentation.
Example: If you've ever signed up for a gym membership or gone online shopping, you're probably familiar with the kind of emails you receive that aim to get you to complete a specific action. Maybe you only went to the gym once. In this case, you'll get an email asking where you've been or if you need a personal training session to help get you back on track. Or if you've loaded up your online shopping cart and left it behind, you'll likely get an email reminder assuring the items are available (and hopefully) a discount code to help convince you.
More on marketing automation:
Marketing Automation
N.
.NET 8 is an open-source software framework initially released in 2002 by Microsoft. The most recent version, .NET 8, was released in late 2023. The newest release included improvements to the runtime, application performance, and garbage collection. .NET is a popular choice amongst programmers since it's an open-source software.
Example: .NET 8 is like the foundation for a structure that can be whatever the builders want to create. A skyscraper, a cottage, a theme park, or a doghouse—all are possible.
O.
Example: You can book tickets for movies, museums, and more online—it's like having your own ticket counter on your desk or in the palm of your hand.
They're booked and busy:
Yachting.com
Generator Hostels
Customer Success Stories
Omnichannel refers to a seamless, integrated customer experience across multiple platforms and touchpoints, such as websites, mobile apps, social media, and physical stores. It ensures that interactions are consistent, personalized, and cohesive, regardless of where or how a customer engages with a brand.
Example: Omnichannel is like shopping at a store where your experience remains the same whether you browse online, visit the physical shop, or use a mobile app. Each interaction feels connected and smooth, no surprises.
Learn more:
Omnichannel Marketing Whitepaper
How to start with omnichannel marketing
The omnichannel customer experience: More devices, one solution
P.
Example: Going to a website that doesn't use personalization is like going to a shoe store that only sells one one type of shoes that are only available in one size.
Learn more:
10 examples of personalized digital experiences
Personalization is a must, as is getting it right
AI-driven personalization for finance
Performance optimization refers to the process of improving the speed, responsiveness, and overall efficiency of a website or application. It involves techniques such as optimizing code, reducing load times, and enhancing server performance to ensure a smooth user experience.
Example: Like tuning a car engine for better mileage and speed, developers optimize a website or app to load faster and run more efficiently for users.
Discover more:
Performance and Health Audit
Maximizing Operational Efficiency With a DXP
Q.
R.
Example: ROI is like buying a car based on how far it will take you and for how long.
Read about ROI:
Learn why DXP ROI is more than just about the numbers
Example: An obvious comparison for roadmaps would be using Google Maps or Apple Maps to reach your location. The road doesn't appear as you're approaching it, you're able to see your entire route before you even begin.
See the road ahead:
Released
Next Refreshes
PLANNED
S.
Software as a Service is a cloud-based computing software that requires an ongoing subscription. Everything from Netflix to Adobe Creative Cloud is considered a SaaS–you get access to the service after you subscribe. Since SaaS is cloud-based, it provides more flexibility for customers. Done with the product? End your subscription. Want it back? Subscribe again. SaaS ensures you don’t need to deal with a physical product.
Examples: SaaS companies are like digital vending machines, offering a wide variety of software treats at your fingertips, instantly available with just a push of a button, anytime, anywhere.
Get to know SaaS:
Experience the effortless SaaS platform
The top benefits of SaaS
Scalability is a software’s ability to handle an increasing amount of data. Scalability ensures that data can grow without the software breaking down or becoming painfully slow – meaning it’s essential for accommodating growth.
Example: Some goldfish will get bigger if you move them to a larger tank, implying that goldfish have scalability depending on their environment.
See more scalability:
Secure, scalable and future-proof solution for all your needs
Smart folders reduce mundane work for editors and marketers. They allow for dynamic adding and removing of content, filtering and updating content based on taxonomy (promotions, courses, speakers at events, catalogue/collection updates, seasonal campaigns). Smart folders are available in the Content Hub in Kentico.
Example: Smart folders are like a virtual filing cabinet, holding content and keeping it organized.
Get smart:
Content hub configuration | Xperience by Kentico Documentation
Search Engine Optimization (SEO) is the practice of optimizing a website's content, structure, and technical aspects to improve its visibility in search engine results. The goal is to rank higher in search engine listings for relevant keywords, driving organic traffic to the site.
Example: SEO is like placing billboard on a busy road to get attention for your shop or cause. The billboard increases visibility, and hopefully, boosts conversions.
See more SEO:
Search Engine Optimization (SEO)
Easy content management system
Segmentation is the process of dividing a larger audience into smaller, more specific groups based on shared characteristics, such as demographics, behaviors, or interests. This helps businesses tailor their marketing efforts to meet the unique needs and preferences of each group, improving engagement and conversion rates.
Examples: Segmentation is like a cafe that gives their returning customers specialized menus based on exactly what they like. They know certain customers only drink oat milk or matcha lattes, so that's what will be emphasized on those menus. Other groups with different preferences will see different suggestions. This is beneficial for everyone: the customers can easily find what they want, and the cafe is always able to deliver.
Santa Claus is a legendary user experience designer based in the North Pole, specializing in delighting stakeholders annually. He optimizes delivery pipelines with cutting-edge logistics (e.g., sleigh and reindeer integrations) to achieve flawless overnight deployment. All with the help of the elves, of course.
Example: Adding Santa Claus to your holiday workflow is like onboarding a rockstar project manager who not only meets deadlines, but does so with unparalleled charm and global reach. Just don't forget to test the chimney interface.
You caught Santa!
Congrats, you found me! Enter our contest by voting for number 64 on our LinkedIn poll and leave a comment to spread holiday cheer. Winners will be announced on Christmas. Good luck!
T.
A taxonomy is a grouping of information into a set or category based on its characteristics. Ultimately, taxonomies help with identification to improve searchability, so anyone can find the information they are looking for.
Example: Taxonomies are like exhibits or individual art pieces in a museum. You can always find exactly what you’re looking for based on the title of the exhibit, time period, or the type of art displayed.
Take an in-depth look at taxonomies:
Taxonomies | Xperience by Kentico Documentation
Top travel metasearch engines were specifically created to help tourists plan their trip and search travel options. They often include filters based on cost, location (near or far from an airport or station), and amenities. Popular examples include: Google Flights, Expedia, Skyscanner, and Booking.com.
Example: A travel metasearch engine gives you the power of becoming your own travel agent, with endless options for transportation, experiences, and hotels.
Start your engines:
Integrate Kentico into your company ecosystem
Tag management is the process of managing and deploying tracking tags, or snippets of code, on a website or app without directly modifying the underlying code. This allows marketers and developers to efficiently implement and control various third-party tools like analytics, advertising, and tracking services.
Example: Tag management is like using a remote control to operate multiple devices. Instead of manually adjusting each device, a single control handles everything efficiently, letting you to add or remove tags without touching the website’s code.
Tag, you're it:
Content management system
Digital experience platform
U.
Customer experience vs. user experience: Both customer and user experience are similar, but user experience is more focused on a specific product. Customer experience refers to the overall customer journey, which expands beyond their experience interacting with a product specifically.
Example: User experiences can be compared to waiters who come to your table making sure everything is on time, you like your food, and you have everything you need.
Understand user experiences:
How digital maturity impacts customer experience
User Interface (UI) refers to the visual elements and interactive components of a website, application, or device that users interact with. It includes buttons, menus, icons, and layouts, all designed to ensure a smooth and intuitive user experience.
Example: UI is like the dashboard of a car. You need the arrangement of controls and displays to navigate and operate the vehicle easily. A well-designed UI guides users through a digital product, making it easy to navigate and use.
Unlock more information:
Behind the scenes of a great DXP
Example: A company using Kentico Xperience 13 might choose to upgrade to Xperience by Kentico to improve their digital experience and adopt advanced features.
It's time for an upgrade:
Digital experience platform | Kentico
V.
In marketing, a vertical is a target group of customers, businesses, or organizations; organized based on the type of service they provide.
Example: Industry verticals include finance, manufacturing, healthcare, and more. Industry verticals can be thought of as their own individual universes—complete with their own jargon, styles, and purpose.
Explore content related to industry verticals:
Why Kentico Xperience is the right fit for membership organizations
Customer Success Stories
W.
A web farm is a group of two or more web servers set up to ensure that a single server does not get overwhelmed with requests. The web farm shares the workload; making it an efficient solution to a high volume of traffic or requests.
Example: If large airports only employed one air traffic controller, it’s likely that planes would crash every single day. More air traffic controllers mean there’s a lower chance of tragedy. Web farms work the same—more web servers, less crashes and less tragedy.
Web security refers to the practices and technologies designed to protect websites, web applications, and online data from cyber threats such as hacking, data breaches, and malware. It includes encryption, firewalls, secure coding, and regular vulnerability assessments to safeguard user information and website integrity.
Example: Web security is like locking the doors and then going the extra mile to install an alarm system in a building. Just as these measures prevent unauthorized entry, web security ensures that sensitive information and systems are protected from cybercriminals.
More on web security:
10 things marketers can do for their website security
Important points on data management and security
X.
Xperience by Kentico aims to simplify your marketing technology stack and take control of your content across digital channels, making it a great solution for marketing teams looking to boost productivity.
Xperience it for yourself:
Digital experience platform
1-on-1 demo
Discover the first large-scale project on Xperience by Kentico.
Y.
Z.
All the features you need
Explore the must-have DXP features for marketers and developers.