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Performance measurement system 

The process 

by which metrics are defined, collected, disseminated and 

actioned.

Permission marketing 

Customers agree (opt in) to be 

involved in an organisation’s marketing activities, usually 

as a result of an incentive.

Persistent cookies 

Cookies that remain on the 

computer after a visitor session has ended. Used to 

recognise returning visitors.

Persona 

A summary of the characteristics, needs, 

motivations and environment of typical website  

users.

Personal data 

Any information about an individual 

stored by companies concerning their customers or 

employees.