Letter S

Sales Cadence is a structured schedule of contacts with a lead: calls, letters, LinkedIn messages in a certain sequence and timing.

SDR is an employee who qualifies incoming leads and transfers only those that are suitable to the profile to the manager.

Segmentation - dividing the audience into groups based on common characteristics for differentiated communication.

Semantic search finds documents based on semantic similarity rather than exact matches of keywords.

Server-side Tracking - transfer of conversion events directly from the server to the advertising platform, bypassing browser blockers.

Smart Bidding - automatic bidding strategies based on ML: Target CPA, Target ROAS, Maximize Conversions.

SMM (Social Media Marketing) - promotion in social networks through content, influencers, advertising and community management.

Sora is a video generator from OpenAI: a text prompt turns into a video of up to 20 seconds.

SOV is the share of advertising impressions or mentions of a brand among all brands in a category for a period.

SQL (Sales Qualified Lead) - a lead ready to talk with sales. Passed the marketing qualification and demonstrated sales readiness.

SQL is a lead that the sales department has verified and found ready for a deal: there is a need, budget and authority.

SSP (Supply-Side Platform) is a platform for publishers that puts advertising inventory on RTB auctions and maximizes revenue from the site.

Stable Diffusion is an open-source image generator that works locally without a subscription fee.

Statistical significance is the confidence that the difference between the A/B test options is real and not random. Standard: p < 0.05 (95% confidence).

Stories - vertical content for 15–60 seconds, disappearing after 24 hours; format with the highest visibility in feeds.

Storytelling is the use of narrative and stories to convey the meaning of a brand, product or idea to an audience.

Synthetic data - AI-generated data for training models when real data is insufficient.

System prompt - constant instructions to the model: who she is, in what style and by what rules she answers. Set once, affects the entire dialogue.