Glossar

An Access Point is any type of hardware that serves as an interface between a wired and wireless network. A device connected to the LAN network via an Ethernet cable establishes a WiFi network in a specific area, allowing mobile devices to access the internet wirelessly. 

The Bounce Rate is the percentage of visitors to a website who generate only a single page view. This means visitors leave the site without accessing any other subpage of the respective domain. A low bounce rate indicates a well-structured website. 

The dashboard is a graphical user interface for managing programs, allowing information to be displayed in an organized manner. In the Socialwave Dashboard, customers can visually access all hotspot login data and manage all marketing settings. 

Data protection refers to safeguarding personal data from misuse. Everyone should have the ability to determine who has access to their data, when, and for what purpose. Personal data includes information about an individual's personal or factual circumstances. The privacy of individuals should be protected against unauthorized access from external sources in an increasingly automated and computerized world. 

The frequency refers to the rate of occurrence of any periodically recurring event within a specific period of time. In Socialwave, frequency measurement refers to the number of people entering or passing by a particular store. 

HTML stands for Hypertext Markup Language. HTML is the language used to provide a document with design, layout, and technical instructions. These instructions guide web browsers and other display programs on how the content should be presented (e.g., italicized, as a hyperlink, or in the form of a table). As a platform-independent markup language, HTML is the standard on the Internet today. 

IP addresses (Internet Protocol) are used to make every established network identifiable. Computers connected to these networks can thus be precisely identified via this IP address and encoded as recipients of data packets. The most common notation for today's commonly used IPv4 addresses consists of four numbers that can take values from 0 to 255 and are separated by periods, for example, 192.0.2.42. 

LAN is the abbreviation for “Local Area Network”, which means a local network. For example, if you have two computers at home connected to a router, both computers are in the same network or LAN. Files can then be exchanged between computers in the network via cable or WiFi. However, LAN generally refers to the entire network of a home or business. A small LAN can already exist with two connected devices, as described above. 

The term 'MAC Address' stands for 'Media Access Control Address'. This address is uniquely assigned to each network card and remains constant. Therefore, it is also referred to as the 'Hardware Address' or (for Microsoft devices) as the 'Physical Address'. Thus, each device has its own number. 

Passive tracking allows a mobile phone to be located and recorded based on GPS signals or via WiFi. Socialwave utilizes WiFi tracking to collect data on customer behavior when the tracking function is enabled (e.g., Where do customers spend the most time in the store? How many customers decide to make a purchase?). 

The ping value is a diagnostic method to determine how quickly data packets are sent online. The ping value refers to the time between sending a data packet to a recipient and immediately receiving back a response packet. The lower this value, the better. 

Companies are still required to form service-oriented networks in the face of global competition. Service partners ensure local presence, as a hotline alone often is no longer sufficient. Socialwave collaborates with partners to provide technical support on-site to WiFi hotspot customers. 

The Service Set Identifier (SSID) is the name of the WiFi network.

Tracking is used in online marketing to create a log of user behavior. In this process, information about a user is logged, indicating the page from which they were directed to the current page. In online marketing, this tool is utilized to monitor the success of marketing initiatives. 

As a sales partner, a merchant or intermediary is designated to sell products on behalf of a third party or on their own account. The sales partner receives a commission based on sales for their sales activities. The relationship between the sales partner and the principal is contractually regulated. The sales partner's tasks include servicing existing customers, acquiring new customers, and associated advertising and promotion. 

The term Wireless Local Area Network (short: WLAN or WiFi) encompasses all wireless local networks. WiFi enables network access for mobile devices such as notebooks, tablets, or smartphones. The signal/network is broadcasted by a router or access point. 

Additionally, WAN stands for "Wide Area Network" and refers to a network that spans large geographical distances. In contrast to LAN, there are virtually countless participants here who communicate with each other continent- wide. LAN networks can be integrated into a WAN. 

A WiFi hotspot is a specific location where public wireless internet (WiFi) is accessible. The term is synonymous with 'public WiFi' or 'Public WiFi' in English. A network always consists of the actual internet connection and the hotspot router with potential WiFi repeaters. There are no fixed rules for the range of WiFi hotspots. The range can be limited by obstacles such as walls, windows, etc., and ideally should be extended using wired repeaters. 

The term Analytics encompasses the collection, measurement, analysis, visualization, and interpretation of digital data. The Analytics system of Socialwave utilizes passive tracking to gather, for instance, data on visitor numbers and dwell time. These data aid businesses in enhancing their marketing strategies, product placements, or visitor numbers, as insightful reports visualize the data and make it easily understandable. 

In search engine ranking, the order of search results displayed after entering a specific search term is referred to. The ranking is determined by the respective search engine operator based on various criteria - the so-called ranking factors. The goal is to display web pages to the user with the highest possible relevance. In other words, search engine ranking is the position a webpage occupies in the search engine's search results pages. 

The conversion rate indicates the percentage of clicks that actually resulted in a transaction. Thus, the conversion rate describes a direct chain of effects. To calculate the conversion rate, the number of actions is divided by the total number of visitors. This allows the success of a marketing campaign to be determined. 

Marketing tools are useful features that make it easier to attract and retain new customers. For instance, offering free WiFi access can significantly enhance customer satisfaction. Subsequently, functions like WhatsApp or email marketing can help establish long-term customer relationships. 

Under online marketing, all marketing activities conducted on the internet are encompassed. Traditional online advertising in the form of banners or pop-ups stands as one of the main disciplines. Another significant component is email marketing through newsletters, which send tailored marketing messages to the target audience. Social networks such as Facebook, Instagram, or Twitter are increasingly important for companies in online marketing to spread messages as quickly as possible. 

Retail excellent refers to stores or brands that can effectively present themselves in the free market, sustain, and generate profits. This is made possible through the analysis of customer data and targeted marketing. 

When it comes to WhatsApp Marketing, it represents the most advanced form of communication between businesses and customers. Established in 2009, this messenger provides companies with the opportunity for a highly personalized interaction with their customers, much like regular email usage. It allows for simple dissemination of information, highlighting promotions or discounts. Utilizing appropriate software, all these processes can be automated in the background, making operation quite straightforward. Unlike email interactions, the emphasis here is on personal touch, resulting in higher open rates. 

The Double Opt-In is an explicit consent process between the advertiser and recipient, divided into two steps to ensure legal protection for the advertiser. This is necessary as required by law. In the first step, the recipient must confirm their consent to receive promotional materials. To qualify as a Double Opt-In, a second step is required, where confirmation is requested from the recipient. This is typically done through a link sent to the provided email address. 

Campaign management helps to make an advertising campaign efficient and transparent. It involves planning, execution, and final analysis. Customer needs are at the center of the planning process. For example, during the analysis phase, it can be determined how many new customers were gained through the advertising campaign. 

Behind the term Marketing Automation lies the automation of processes and tasks in marketing that were previously performed manually. What used to be very laborious and time-consuming can now be substituted with a single set-up. For example, emails that were previously sent manually can be sent in a targeted manner and made more specific by further parameters by a system without human intervention. 

The marketing distribution system enables the individual grouping of individuals and companies into specific distribution lists. Subsequently, tailored marketing activities can be assigned to each distribution list. 

The newsletter is a simple method to inform customers about news. In most cases, the message is sent in the form of text via email. The recipient must have previously consented to receiving the messages. Primarily, the newsletter serves customer retention and information purposes. For example, a newsletter informs about new products, specific promotions, or discounts. 

A pop-up advertising window is referred to in digital user interfaces as a visual element that suddenly appears and is marked by a close button. The advertising message is intended to appear above the content of the accessed website, thereby achieving a higher conversion rate. 

Referral marketing involves individuals sharing their positive or negative experiences with a product or service. There is no commercial interest involved, resulting in high credibility. Companies aim to acquire new customers and increase their revenues over time in this manner.

At the Facebook Location Check-In, the Facebook user shares their current location with their friends. This Location Check-In can also be utilized in referral marketing. For example, one can combine a Location Check-In with free WiFi usage. Through this personal recommendation, friends become aware of the restaurant, hotel, or gym and could potentially become customers. 

The term Social Media describes online activities on social networks where users connect, share, exchange, and comment on media content. This distinguishes social media significantly from traditional mass media as they foster social dialogues instead of one-sided media monologues. Social media enables both individuals and companies to attract the attention of millions of viewers or readers. Common communication tools include text, image, audio, and video, often interconnected across platforms through links or the upload of original content. Currently widespread platforms include Facebook, Instagram, Twitter, YouTube, and WhatsApp.