Professional terms

Here we start to get closer to the terms that really sound smart in meetings. Some of them are. Others just need a slightly simpler explanation to make sense. Anyway – here we clear things up, one abbreviation and one technical term at a time.

Professional terms J-L

Journey Mapping

A method for visualizing the customer journey – from first contact to finished service – with a focus on the user's experience.

JavaScript

A programming language used to make websites interactive and dynamic.

KPI (Key Performance Indicator)

Measurable indicators used to assess whether an organisation is achieving its objectives.

Keyword

Words or phrases that users type into search engines, and which are used in SEO and digital marketing.

Landing Page

A website designed to get the user to perform a specific action, such as registering or purchasing something.

Lead

A potential customer who has shown an interest in a service or product.

Lean

A method for working efficiently through continuous improvement and minimising the waste of resources.

Long tail

The term long tail describes how digital markets make it possible to sell large numbers of niche products in small volumes – while the combined sales of these products can exceed those of the relatively few most popular products.

In traditional retail, there was often only enough shelf space for bestsellers. Online, however, businesses can offer an almost unlimited range because storage, distribution and visibility have been digitalised.

Amazon is a classic example

It still sells bestsellers in large volumes.
But it also makes money from millions of niche books, films and products, each of which sells relatively few copies or units individually, but generates substantial sales collectively.

The long tail is therefore about:

niche markets
specialised content
searchability
digital distribution
and how the internet makes small target audiences commercially viable.

← Professional terms G-I

Professional terms M-O →

Large watercolor illustration of Magne and Kompisen walking through a beautiful street in Rome while they talk about trust, knowledge and artificial intelligence. Surrounded by classic Italian architecture, cobblestone streets, historic buildings and a vibrant city atmosphere, the illustration symbolizes how trust is built through dialogue, experience and understanding. The motif visualizes the main theme of the article: why people consider credibility before making decisions, and how the same principles also underlie when artificial intelligence understands and evaluates information. The illustration represents The Invisible Capital philosophy that trust, knowledge and human relationships are the foundation of both good decisions and the digital society of the future.

Part 28B - AI Buddy... how do you know what you can trust?

How does artificial intelligence know what it can trust? Learn how trust, experience, quality and E-E-A-T help people and AI evaluate information.

Watercolor illustrating how employees, customers, relationships and technology together can contribute to long-term value creation.

Part 4 – What can we learn from the Service-Profit Chain today?

What can we learn from the Service-Profit Chain today? See how employees, customers, technology, and loyalty contribute to an organization’s value creation.

Watercolor from London illustrating the e-commerce value chain from online ordering and warehousing to packaging, distribution and delivery, with digital customer data and logistics as central parts of the digital economy.

Part 5 – E-commerce and the digital economy

E-commerce and the digital economy: from online shops and Amazon to marketplaces, the Long Tail, the platform economy, customer data and new forms of value creation.

Professional terms