Glossary
Explore demand gen terms. Filter by A–Z, topic, or search.
Buying intent
Buying intent measures a prospect’s likelihood of making a purchase based on behavioural, contextual, and firmographic signals.
California Consumer Privacy Act (CCPA)
The California Consumer Privacy Act (CCPA) is a data-privacy law that grants California residents rights over how their personal information is...
Category intent
Category intent refers to the aggregated behavioural signals that indicate active interest within a specific market category.
Contact-level intent
Contact-level intent refers to behavioural signals tied to a specific person rather than the broader account.
Customer data platform (CDP)
A customer data platform (CDP) unifies data from multiple systems, such as CRMs, web analytics, email, and product usage, into a single profile.
Data enrichment
Data enrichment is the process of enhancing existing contact or account records with additional information, such as job title, company size,...
Data governance
Data governance refers to the frameworks, policies, and controls that ensure data is accurate and compliant across an organisation.
Data onboarding
Data onboarding is the process of transferring offline customer data (from CRMs or spreadsheets) into online environments for targeting and...
Data processing agreement (DPA)
A Data Processing Agreement (DPA) is a legally binding contract between a data controller and a processor.
Data validation
Data validation checks the accuracy and integrity of data. It checks that email addresses are valid, company domains exist and fields are formatted...
Demographic data
Demographic data includes measurable characteristics of a population, such as age, gender, location, education level, or income.
Firmographic data
Firmographic data describes the characteristics of a company, such as industry, size and revenue. It helps with segmenting audiences and campaign...
First-party data
First-party data is information a company collects directly from its audience through website forms, CRM entries, events, or product interactions.
General Data Protection Regulation (GDPR)
The General Data Protection Regulation is the EU’s landmark privacy law that regulates how organisations collect, store, and process personal data.
Intent data
Intent data tracks behavioural signals that indicate when organisations are actively researching topics or solutions.
Intent keywords
Intent keywords are search or content consumption terms that reveal a buyer’s stage and level of interest in a particular solution area.
Intent score
Intent score quantifies the strength of an account’s or lead’s buying intent using behavioural data, such as content engagement frequency and...
Intent signal
An intent signal is a specific behavioural indicator, such as repeated content engagement or keyword searches, that suggests purchase intent.
Lead enrichment
Lead enrichment enhances captured lead data by adding additional context, like company, role, or technology use, via third-party sources or APIs.
Pelago
Pelago is Mixology Digital’s AI buyer intelligence engine, designed to analyse first-party and intent data to optimise campaign performance.
Psychographic data
Psychographic data captures the attitudes, interests, values, and motivations that influence buyer decisions. It complements firmographic and intent...
Purchase intent
Purchase intent measures how ready a prospect is to buy based on behavioural and contextual signals.
Search intent
Search intent is the underlying purpose behind a user’s query; what they hope to find, learn, or accomplish when they turn to a search engine.
Second-party data
Second-party data is information that an organisation obtains directly from a trusted partner, typically through a formal data-sharing agreement.
Technographic data
Technographic data describes the technology stack, tools, and software currently used by a company.
Third-party data
Third-party data is information collected by organisations that are not the original source of the user interaction.
Topic intent
Topic intent reflects a user’s underlying purpose when researching a particular theme. It goes beyond keyword analysis to understand what buyers are...
Topic surge
A topic surge occurs when interest or research activity around a specific subject increases significantly within an account or segment.
Zero-party data
Zero-party data is information that a prospect intentionally shares, such as preferences, purchase timelines, challenges, or communication choices.