Glossary Of Terms






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Acceptable Use Policy - A policy established for a Web site that describes how users may access and use the facility as well as such things as copying and publication of content, security requirements, and privacy requirements.

Access database - An easy-to-use database application that integrates with many Microsoft® Office products.

Address Verification Service (AVS) - A: Every time a credit card authorization is obtained, a verification of the billing address is provided by the card issuing company that indicates whether or not the billing address on the order matches the billing address for the credit card.

Address Locator - A service available from a number of Web sites that provides the addresses and phone numbers of individuals and businesses input by the user.

Affiliate/associate programs - Programs that pay you add a link to their site or product on your site. When someone clicks the link and then makes a purchase, you get commission on the sale. Alternatively, some sites pay you a small commission every time someone "clicks through" to their site.

Apache - An open-source Web server for UNIX, Windows 2000 and other platforms. Apache has become the most popular Web server in use today, due to its powerful feature set and excellent performance. Because the Apache source code and related documentation are freely available, the server can be adapted to meet specific needs.

Autoresponder - An autoresponder is a software program that allows you to respond immediately with a prewritten e-mail when someone gives you their address.

B2B (Business to Business) - The exchange of goods and services between business.

B2C (Business to Consumer) - The exchange of goods and services with the consumers.

Bandwidth - The amount of data that can be transmitted through a connection in a fixed amount of time. Bandwidth is usually measured in BPS (bits per second).

Branding - A marketing term. Brand recognition and brand loyalty are well-known phenomena dear to marketers' hearts. Branding is the process through which you establish loyalty.

Brick-and-Mortar - A traditional business operation that commonly deals with its customers face-to-face in an office or store that the business owns or rents (e.g. a retail store or a bank branch). Web-based businesses usually have lower costs and greater flexibility than brick-and-mortar operations.

Browser - software that "reads" the HTML coding that Web pages are written in and displays it on your computer. The most widely used browsers are Microsoft's Internet Explorer (IE) and Netscape's Navigator (NN).

Cache - space on your computer's hard drive where your browser has cached, or stored, every page you've visited, so there's no wait for this one to download again.

Catchall e-mail account - an e-mail account that you can have the email for multiple e-mail addresses associated with a single domain * delivered to.

CGI script - Stands for Common Gateway Interface. CGI is a program that lives a web server. When the web servers receive data from a browser, the scripts process that data, then send the processed results back to the browser. CGI scripts are primarily used for collecting and processing form data.

Chargeback - when a transaction is successfully disputed and results in a refund or in cases fraud an amount is debited against a merchant account. Chargebacks also usually carry an additional fee that is paid by the merchant.

Certificate Authority - A company that issues digital certificates that confirms a company or individuals' identification. A digital certificate is a crucial part of secure ecommerce.

Click through rate (CTR) - A method to measure the success of your ads.

Client-side - Something done on your visitor's computer.

Content site - A site with valuable content you access through search engines.

Cobranding - when you buy the rights to a product from the owner and are allowed to put your company's name of the product.

Conversion rate - The conversion rate is the number of your visitors that are turning into buyers.

Cookies - Small text files stored on your computer when visiting a site that record preference for that particular site's usage. Cookies are also common in shopping cart applications in order to remember visitors as they move throughout product pages.

Cost-Per-Click (CPC) - A method of charging for banner advertisements on the Web on the basis of how many viewers click on the ad, rather than charging on a flat rate basis for the advertising space.

CRM - Customer Relationship Management - The entire process of a pre-sales, sales and service relationship with a customer. Many software applications are now available that permit you to record this relationship from the time the clients asks their first question. Good CRM software is much more efficient than fragmented records as it can save time in tracking communications and transactions with a particular person.

DNS (Domain Name System) - The system responsible for translating domain names into numeric IP addresses. The DNS maintains a list of all the domain names and distributes them throughout the world.

Directory - A directory is a listing of websites organized into tons of categories and sub-categories.

Discount Rate - a percentage of a sales amount charged by a bank for processing the transaction.

Disk space - Also known as Web space. The amount of allocated storage you are given on your Web hosting account. This enables you to store files, Web pages, email, databases and graphics. Web space is measured in MB (megabytes).

Domain Alias - A domain name that points to another domain. Domain aliases enable users to access the same Web site through a number of different addresses. For example, many companies register several similar domain names (such as common misspellings of their domain name) and then use domain aliases to have all of the domain names point to the same site.

Domain Name - the name purchased for your online business website such as

Domain Parking - The hosting option that enables you to register a domain name now even if you are not ready to build and post a Web site.

Domain Name Registration - The process that must be completed before users can access your Web site. The registration process involves two basic steps: Reserving your domain name and then registering the domain name with the name server so that the IP address of your domain name can be disseminated throughout the Internet.

Download - Transfer of a file between computers. Downloading is the way most info-products are transferred from seller to buyer.

DSN (Data Source Name) - a method of connecting to a database. The DSN contains information such as the database name, directory, database driver and user name and password for the database. DSN connections require ODBC, an open standard for API for accessing databases.

Ecommerce - The term used to describe business transactions and communications conducted over the Internet or through company networks. Common ecommerce transactions include the buying and selling of goods, banking and ordering services online.

Email alias - An email alias is a “virtual” email account. It enables you to use an email address that doesn’t really exist and have all the messages sent to that address routed to a real email account. For example, you may want to provide a link on your Web site that enables visitors to send email to the Web Master, who is really you. You can use the email alias but have the email routed to your real email account. You can also use email aliases to overcome problems with duplicate email addresses. If the email address you want to use is already taken, you can still use it as an alias and then route the email to a valid address.

Email forwarding - The feature that enables you to have email messages sent to one address automatically forwarded to a different email address. For example, you can specify that all email messages sent to be immediately forwarded to

e-book - an electronic book.

ecash - refers to the many different methods of electronic payment such as smart cards, ibuttons, digital wallets, etc. In most cases the identity of the purchaser is unknown to the merchant.

eCheck - Also called an electronic check. An E-Check is a form of payment that deducts funds directly from your own checking account. eCheck services are usually managed by third party companies that interface with a number of different banks.

EDI (Electronic Data Interchange) - This is the business to business (b2b) flow of information usually replacing paper invoices, receipts and other business records.

Electronic Check System - A system that allows customers to write and sign secure checks for transactions over the Internet. The system uses cryptographic processing in a PCMCIA card to assure that the checks cannot be counterfeited or forged.

Encryption - Process of transforming data into a type that prevents casual observers from deciphering.

Etailing - "Virtual" storefronts which act as a catalogue of products for merchants and usually include a "shopping cart" system to enable consumers to purchase online with the use of credit cards.

Exit Page - The last Web page an individual user looks at on a Web site. A Web merchant or publisher may modify the most common exit pages in order to induce viewers to stay on the site for a longer time.

Export Law - A United States export law that forbids the export of cryptography software or hardware using a key longer than forty bits without a permit. Export to subsidiaries of US companies is permitted. The law exists primarily to prevent hostile groups from encrypting messages which the US intelligence agencies will have difficulty decrypting.

Firewall - Software/hardware used to prevent unauthorized access from a computer system or network of computer systems.

Flame - An attack, in the form of an e-mail or post, on someone posting to a discussion group.

Flash and Shockwave - Flash and Shockwave are multimedia tools developed by Macromedia that enable you to provide interactive presentations and Web sites utilizing the latest streaming and audio technology.

FrontPage - Microsoft FrontPage provides users a What You See is What You Get (WYSIWYG) HTML editor, includes a publish feature that enables users to transfer files to and from the Web server and supports advanced features such a guest books and hit counters.

FrontPage Server Extensions - The set of files that provide FrontPage-based Web sites with extended functionality, such as multi-user and remote authoring support, search features, forms and usage analysis. In order for you to use all of the features that come with Microsoft® FrontPage®, FrontPage Extensions must be installed for your account.

FTP - File Transfer Protocol. the standard method of uploading or downloading files from the internet.

FTP software - The program that uses ftp so you can upload.

Fulfillment – the process by which you provide your products or services to your customers.

Gateway - Computer that allows communications between two networks. Used in ecommerce to act as an interface between a merchant and a bank; i.e., a Payment Gateway.

Graphics - GIF's and JPEG are the most common types of web graphics. JPEG is often used for images with subtle details, e.g. photos. GIF's can be transparent or can be used to create simple animations.

Home page - A bit confusing, since it can mean one of two things. It's either the main page of your Web site - the one you want a visitor to see first - or your "start page," the page the browser loads as soon as it starts.

HTML - Hypertext Markup Language. It is the programming language used to create web pages.

HTTP - HTTP stands for Hyper-Text Transfer Protocol. It is the protocol (communication language) used to send web pages from the server to the web browser.

Hyperlink - Hyperlinks are the clickable links that take you web page to another. Links are normally underlined to identify them.

Independent Billing Service - also called third party processors. These companies provide online billing services to Internet businesses frequently including the shopping cart, payment gateway and merchant as part of their service.

Infomediary - An infomediary is an online resource that collates data from a variety of sources and acts as a middleman between those distributing the information and people who want the information.

Instant Messaging - A Web-based service that enables users to see whether another individual is currently online and to send that user a short message immediately, without the store-and-forward delays inherent in E-mail.

Interactive Multimedia- An application involving substantial user input or control and presenting at least two of the following: text, graphics, sound, image, video, and animation.

IP address - a logical address used to locate resources on the internet in the form of Each address in unique on the internet. Your ISP provider assigns you an IP address each time you connect to the Internet. The DNS converts your numeric address to your domain name.

ISP - Internet Service Provider sells dial-up access to the Internet.

Java - Java is a cross-platform (can run on any computer) programming language.

Javascript - Javascript is a scripting language that can be added to an HTML page to do things HTML can't do. It can perform a wide range of tasks, from simple stuff like currency conversions to functions that approach applications in their complexity. Javascript functions can be activated by various "triggers:" when a page loads or quits, clicking a link, etc.

Keyword - A keyword is a word or combination of words that people use to locate relevant web pages in a search engine.

Link exchanges - Two sites exchanging their links. The problem with link exchanges is that they tempt your hard-won visitors to leave your site!

Log files and log file analyzers - When a visitor logs onto your site, your server records certain information about the visitor into log files that contains detailed information about your site's activity in raw Web server format. The information in the log file enables you to perform advanced site analysis and gain valuable marketing insights.

Mailto: - The mailto: link allows a visitor to open a new e-mail with your address already in it when they click on the link.

Mailing list - An email distribution list that makes it simpler and more efficient for you to send email messages to your customers and members.

Merchant account - A special account account where money from credit card sales is first routed to and held before transfer to your own business account. This process is usually fully automated in ecommerce transactions. Money may be transferred into your business account in real-time or during various points in a 24 hour period.

Merchant Identification Number (MIDS) - Unique merchant identification number that is used in conjunction with all transactions.

META tags - META tags are HTML tags that are invisible to your visitors but provide information to the search engines.

MIME Types -MIME, which stands for Multi-Purpose Internet Mail Extensions, enables exchange of different file types and formats over the Internet. DPW Enterprises supports most MIME types.

Nameserver - A program that stores and tracks DNS information.

Netiquette - an informal code of behavior that dictates how netizens should conduct themselves in email and chat rooms.

Netizens - term used to describe the citizens who populate the Internet

Newsgroups - Newsgroups are focused around particular topics and consist of posts to Usenet.

Opt-in email - A request by a visitor for subscription to an ezine, etc. Double opt-in means that not only does the visitor need to initially subscribe, but also confirms the subscription request. Genuine double opt-in mailing lists provide the best targeted advertising responses.

Out of the box - Refers to an applications designed to be rapidly integrated into an existing system

Password Protected Directory -Directories that require visitors to submit a valid user name and password before accessing the contents. These are frequently used for administrative purposes or for secure data.

Payment Gateway - A payment gateway is a service that connects your online store with your merchant account provider. This service reads the information from the order forms and translates that information for the merchant account. The payment gateway also verifies that the customer’s credit card account has the necessary credit available for the purchase.

Payment threshold - The minimum accumulated commission an affiliate must earn to trigger payment from an affiliate program.

PDF - PDF stands for Portable Document Format. it allows a document to be read in a reader which can be downloaded for free. PDF readers are available for all operating systems so PDF provides a universal document format.

Perl - Practical Extraction and Reporting Language. A popular scripting language for writing CGI applications because it facilitates data and text manipulation.

PHP (Hypertext Preprocessor) - An open-source scripting language and interpreter. PHP is used primarily on UNIX Web servers and is an alternative to Microsoft Active Server Pages (ASP) technology. PHP script is embedded within a Web page. The Web server calls PHP to interpret and perform the operations specified in the PHP script. Web pages with embedded PHP script can use the file extensions .php, .php3 or .phtml.

Plug-in - a program that adds new functionality to a web browser.

POP3 - Stands for Post Office Protocol. It allows you to receive your e-mail.

Portal site - A site that adds value with multiple services. Yahoo! is probably the best-known portal site.

Post - send a message to a newsgroup or forum for other members to read and respond to.

Privacy policy - A Web site's official statement on the type of information collected on a site, how the information will be used, how the person can access this data and the steps for having the data removed. A privacy statement will also usually include information regarding systems that are in place to protect the information of web site visitors.

Privacy seal programs - Independent organizations that verify if an online companies' Privacy Statement is verifiable and accurate.

Propagation - The process of notifying name servers around the world when your site location changes to a new IP address or when you have registered a new domain name on the Internet. Propagation can take up to 72 hours.

Publisher - The owner of a Web site that provides information, entertainment, software, or other content designed to attract and serve Internet users.

Pull and push - Pull refers to information the customer goes out of his/her way to get, for example by clicking on your ad. Push is marketing that is directed at someone who has not requested it; TV commercials are an example of push.

Redirect - When someone enters one web address but is then sent to another address, they have been redirected.

Registration - A generally free service on the Internet which requires registration by the user, sometimes including detailed user information, in return for access to a service.

Registrar - A company that has been certified to register domain names. There are a limited number of registrars permitted to access and modify the master database of domain names maintained by InterNic. The organization ICANN is responsible for certifying companies as domain name registrars. A registrar is not the same as a Web host.

Repeat Visitor - A visitor to a Web site who has visited the site previously. Repeat visitors are usually identified by a cookie that was placed on their machine when they visited the site before.

Residual income - Residual income is income that you receive for an extended period of time. Royalties on a book or reruns of a TV show are examples of residual income.

Salability - The ability and flexibility of an application or piece of equipment to meet growth requirements of an organization

Search engine - A program that searches documents for specified keywords and returns a list of documents where the keywords were found. Internet search engines use the information contained in your site's Meta tags to generate an index of sites. Well known search engines include Yahoo!, Excite, AltaVista and Google.

Secure server - a server that encrypts the information it receives with SSL security so people know their credit card info is safe in your hands.

Secure Sockets Layer (SSL) - A method of ensuring that information submitted through your Web site is secure and cannot be accessed by unauthorized users. Information submitted via an SSL-secured form is transmitted in an encrypted state. SSL is most commonly used for online credit card transactions.

Security certificate - A security certificate (also called a "secure server ID" or "digital certificate") is a credential issued by a third party that vouches for your credibility…that you are a legitimate business and can be traced if there's a problem. These third parties are called Certification Authorities (CAs). The most respected Certification Authorities are VeriSign and Thawte Consulting

Server - A computer that uses a network to provide services.

Server-side - Denotes something done on your web server rather than on your visitor's computer.

Service Mark - A name, symbol, or device used by the provider of services to identify its services and distinguish them from services provided by and sold by others. Service Marks can be registered just like trademarks and provide the same level of protection.

Session cookie - Temporary cookie stored in a computers memory for remembering preferences during a web site visit that is deleted on leaving the site.

SET - Secure Electronic Transaction. A standard established by MasterCard and Visa for the secure use of credit, debit, and corporate purchasing cards over the Internet.

Shareware - Software that is distributed at no cost that can be used for free for a specific period of time or under certain circumstances to allow evaluation.

Shopping cart - Software that keeps track of the items a visitor wants to buy from your site until they proceed to the "checkout".

Signature file - a text message that appears automatically at the bottom of an email.

SLA (Service Level Agreement) - Used in many merchant/institution and merchant/consumer transactions to define the boundaries of what the service is committed to deliver and under what circumstances.

Smart Card - A smart card is a plastic card about the size of a credit card, with an embedded microchip that can be loaded with data, used for telephone calling, electronic cash payments, and other applications, and then periodically refreshed for additional use.

SOHO - Stands for Small Office/Home Office and refers to a specific group of people who work from home or very small companies.

Spam - Spam is e-mail you send to someone who didn't request it, as well as blatantly commercial posts.

Spider - A program used by search engines to gather information for their databases of sites. When the spider visits the site, it crawls through every page and deposits the info in the engine's index.

SSL security - SSL stands for Secure Socket Layer. A server with SSL is virtually hacker-proof. Your browser verifies that the server is secure with either a padlock (Explorer) or a key (Netscape) icon.

Status bar - The status bar is at the bottom left of your browser window.

SMTP - Simple Mail Transfer Protocol. A protocol for sending email messages across the Internet. It is used in conjunction with both POP3 and IMAP, protocols that enable you to download messages from a mail server to your computer. SMTP is used for outgoing mail while POP3 and IMAP are used for incoming mail.

SQL (Structured Query Language) - The most popular database language in use today, SQL is used to create database queries that take the form of commands. SQL queries enable you to select, insert, update and determine the location of data, among other tasks.

Subdomain - Also known as a third-level domain. Domain names are composed of at least two levels, a top-level domain and a second-level domain. The top-level domain is the suffix or extension attached to Internet domain names (for example, .com, .net and .org). A second-level domain (SLD) is the portion of the URL that identifies the owner associated with an IP address. For example, "" is a second-level domain, as it includes the domain name "dpwenterprises" and the top-level domain "com." If you need to further distinguish your second-level domain name, you can use a third-level domain name, or subdomain, such as "" Typically a third-level domain name is used to refer to different servers within different departments of a company.

Subscription Service - An online service, Web site, or other source of information and services which offers ongoing unrestricted access and use for a period of time for a fixed fee without regard to which particular information or services are utilized.

Text bar - A navbar that's purely text. The navbar is the row of horizontal links at the top or bottom of a page.

Third Party Processors - see Independent billing Service.

Trademark - A name, symbol, or device used by a manufacturers of goods to identify its goods and distinguish them from goods manufactured and sold by others. Provides legal protection from use by others people.

Traffic - In network technology, traffic, the amount of data being sent, is usually measured in bits per second or packets per second. In Web-based marketing, traffic refers to the number of customer visits to a site or page measured in a variety of ways.

Turnkey - Refers to an application that is ready for use with little or no configuration, such as a remotely hosted shopping cart service.

Unique Visitors - Unique Visitors refers to a single person who visits your web site in a set period of time. If a person visits your web site 3 times in a 24 hour period, they would only count as 1 unique visitor.

UNIX - UNIX is an operating system.

URL - Uniform Resource Locator. The http address that gets you to a web site.

User session - Each visit to a web site by one person. The session is "ended" when all pages have been closed or after a specific time of inactivity.

View source - both Explorer and Netscape allow you to view the source code for any web page.

Viral marketing - A marketing technique that encourages visitors to pass along a sales message, usually by giving away something for free.

Virtual Bank - A bank that serves consumers over the Internet and through automated teller machines without establishing branch banks or any walk-in banking facilities.

Vortals (vertical industry portals) - Online resources that are gateways to specific industry related information.

Webcasting - Broadcasting information over the Internet such as training sessions and interviews in real time.

Web host - A web host provides sites with space on a computer that is constantly connected to the net.

WHOIS - An Internet search engine that will tell you who owns a domain name.

World Wide Web - The "www" in a URL. It is the default name for a web server.

WYSIWYG - What You See Is What You Get. An application that displays how the resulting page will look as it is being developed by the user in which the screen displays what the end result will look like, while the document is being created or modified.

XML (Extensible Markup Language) - A language used to structure content so that it can be exchanged with different applications. Windows servers specifically support Microsoft XML 4.0+ .

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