Glossary of Identity & Visitor Marketing Terms
Clear definitions for the identity, visitor identification, and intent concepts behind modern revenue marketing — plus the Unlockedly concepts that connect them to pipeline.
Unlockedly Concepts
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Revenue Identity is the practice of transforming anonymous digital engagement into identifiable, permission-based customer relationships that drive measurable business outcomes.
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GHOST Traffic refers to anonymous website visitors who demonstrate meaningful commercial intent but leave without becoming known contacts.
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Identity Activation is the process of transforming anonymous digital intent into meaningful, permission-based customer engagement that accelerates revenue outcomes.
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The VIRAL Framework is a five-stage methodology — Validate Intent, Identify People, Reconnect, Activate Journeys, and Lift Revenue — for transforming anonymous digital engagement into measurable revenue outcomes.
Industry Terms
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Identity resolution is the process of matching and connecting identifiers — such as cookies, device IDs, email addresses, and IP addresses — across channels and devices to recognize them as belonging to a single individual.
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Website Visitor Identification
Website visitor identification is the practice of recognizing the people or companies behind otherwise anonymous website traffic and turning them into known, contactable records.
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Anonymous website visitors are people who browse a website without submitting identifying information such as a name, email, or form, leaving the business unable to recognize who they are.
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Website visitor tracking is the practice of recording and analyzing how visitors interact with a website — the pages they view, how long they stay, what they click, and the path they take through the site.
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Buyer intent data is behavioral signal — collected from online activity — that indicates a person or company is actively researching or considering a purchase.
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A first-party data strategy is a deliberate plan for collecting, owning, and activating the data your audience shares directly with you through your own channels and properties.
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Visitor intelligence is the practice of turning raw website traffic into actionable insight about who your visitors are, what they're interested in, and how to engage them.
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An identity graph is a database that connects the many identifiers a single person uses — devices, email addresses, cookies, and account logins — into one unified, persistent profile.
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Cookieless marketing is the practice of reaching, personalizing for, and measuring audiences without relying on third-party cookies — using first-party data, consent, and identity-based approaches instead.
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B2B Visitor Identification Software
B2B visitor identification software is a tool that reveals the companies — and where permitted, the contacts — visiting your website, so sales and marketing teams can act on real buying signals from otherwise anonymous traffic.