We've been working hard to drive consistency across our terms and definitions to support the overall vision of a unified marketing platform. If you are want to know how terms span across our marketing solution, then this is the page for you!
A metric that indicates the number of contacts who visited a web form but did not submit their contact information.
Above the fold
The area of content, such as website or email, that is visible without scrolling or within a preview pane of an email client. The information in this area is the most valuable and is a good area for a call to action.
An experiment to test a visitor's response to different variants of served message and determine which one is more effective. To perform an A/B test, you need to prepare at least two variants of messages (A, B, or more) and send them to a randomly divided group of recipients.
Found in: Campaign, Personalization
The customer indication that an email is spam or junk.
The number of abuse complaints delivered from contacts for an email, shown as a percentage of the total number of messages delivered.
An indication of an acceptable, industry-wide level of abuse replies. This provides a standard that helps compare an organization's numbers to determine how customers perceive emails.
A list of prospects or a targeted group of recipients that is purchased by another group.
These recipients have opted in to receive information about certain subjects.
A component of a program scenario that specifies what happens to contacts who participate in the program. You can add actions to programs canvas in the building process and connect them to form a specific flow. Actions include: update profile, redirect, percent split, CRM sync, export lead, telesales, direct mail, and exit.
A group of ads that share daily or lifetime budget, schedule, and targeting data. It is used to group ads according to your criteria and retrieve the ad-related statistics that apply to a set.
A means of mapping a domain name to the IP address of the computer hosting the domain.
A set of tools for collecting, aggregating, and processing the user behavior data. It monitors the user behavior and collects user actions in the form website events, such as product views, page views, add product to cart, etc. Acoustic Personalization supports the commonly used analytics libraries, such as Google Analytics, Digital Analytics, and Adobe Analytics.
Application programming interface (API)
A set of software rules and protocols that allows different applications to communicate, acting as an intermediary between their systems.
An identification code transferred between applications to connect them and enable you to transfer data from one application to another.
A group of people who can approve the sending of messages to a target audience.
Assets are images, videos, and files (like CSS, PDFs, HTML) that include associated metadata that you can use to find and deliver content.
- In digital asset manager, you can store, tag, and organize assets to use across all your channels.
- Developers can use Content API and your metadata to find and display assets across your channels.
A set of software tools used for collecting, aggregating, and processing the user behavior data. It collects user actions in the form of events on the web pages, e.g. product views, page views, add product to cart. It supports the commonly used analytics libraries, such as Google Analytics, Digital Analytics, and Adobe Analytics.
Related articles: Analytics library configuration with Exchange
The storage space containing all content assets for your reference. You can use the library page to find and manage assets or grab share links.
A group of contacts who are the subject of a particular action in marketing campaigns.
In Performance Insights, an audience is a query or contact list for tracking specific data. You create an audience in the Data section and then bring it into Performance Insights.
In Personalization, an audience is a collection of attributes and IDs describing a group of contacts that can be engaged with products, services, or other marketing initiatives.
In Campaign, you will find social audiences – lists of contacts that are your customers. The list can include different customer data: email, Facebook ID, claim, mobile advisor ID, Twitter ID handle, device ID, phone number, and more.
An identification number required for uploading product catalogs to Acoustic Personalization. This key is specific to each organization and it is shared separately with each customer.
A list of IP addresses or domains that violate send practices with spam or junk mail. Blacklists are continuously monitored and new IPs and domains are added on an hourly basis.
The process of adding and IP or domain to a blacklist.
A content block is a piece of content that can contain an image, a text element, a link, etc and you use them to build your entire pages with content.
See also: mail block
The refusal of an email server to accept an incoming email due to send practice violations.
The rejection of an email delivery by the recipient's email server.
Also called Spam or Junk folder, Bulk folder in an email client stores messages that appear to be spam. Sometimes these messages are marketing emails a user has signed up to receive, wrongly recognized by email client algorithms as spam or junk.
Call to action (CTA)
An instruction within a piece of content that engages users to perform a specific action, e.g. click a link or submit contact data through a form. CTAs can be presented in the text format or graphic featuring text.
The Controlling the Assault of Non-Solicited Pornography And Marketing Act, establishing the first US and international standard for sending commercial emails. The key areas covered by CAN-SPAM refer to the transparency of business location, header information (from, to, reply-to, and routing information), subject content, and possibility to opt out from receiving commercial communication. All emails sent using Campaign must comply with CAN-SPAM.
One of the filters in Content search results. Unlike tags, which are unstructured metadata, a category is selected from a predefined taxonomy. Developers can use category names in their APIs to find the content and assets you want to display across your channels.
See also: Tags, Taxonomies
A tag used in the XML file format to store data that is not intended to be parsed (analyzed) as part of the XML structure. Any data stored within a CDATA tag is ignored by the parser and does not affect syntax validation.
A means of reaching customers, such as mobile, email, direct mail, websites, or retail.
Channel tenant ID (Channel ID)
In Acoustic Personalization, each channel tenant has a unique identifier, called channel tenant ID or simply channel ID. The channel ID is generated when a new channel is registered in Acoustic Personalization. It is also required when you configure Personalization with Exchange.
Clicks per open
An email performance metric that indicates the number of clicks of a tracked hyperlink in an email divided by the number of times the email was opened, presented as a percentage value.
A sequence of web pages a user accessed during a browsing session. Specifically, it refers to tracking the data related to such a session and the system's ability to capture and report on the data.
A marketing tool that reports how many times a customer clicks on the displayed content to find out more information about the subject.
A metric that indicates the number of unique clicks of a tracked hyperlink in relation to the number of opened messages, presented as a percentage value.
A metric that indicates how many times a visitor clicked a particular link or piece of personalized content, divided by the number of delivered messages.
Click to review gross clicks
A metric that indicates the number of times contacts clicked a tracked hyperlink in a click to view type email. Includes multiple clicks made by the same contact.
Click to view unique clicks
A metric that indicates the number of contacts who clicked a tracked hyperlink in a click to view type email. Only one click is counted per contact.
Composer for email
Design emails with our drag-and-drop editor, our beautifully designed templates, or your own HTML.
Composer for forms
Design forms with our drag-and-drop editor and connect it to any database.
A person whose contact information is stored in a database and processed by Acoustic.
A list of contacts that represents a specific audience and is used for marketing purposes. In Campaign, a contact list (sometimes referred to as a child list) stands for a sub-collection of contacts within a database.
In a marketing campaign, scoring is a method of ranking the strength of a contact’s level of interest by assigning point values to specific contact's features, e.g. demographics, campaign and web tracking behavior, and ancillary data.
Content items store or reference a set of related items as a single entity; text, images, videos, selection toggles, and more. Developers use the Acoustic Content API to display these items in websites and apps and other channels.
Content management system (CMS)
A type of software used to create, manage, and modify digital content.
Content models provided with Acoustic Content include content types, image profiles, and taxonomies that help users structure content and assets.
The basis for every content item, ensuring that the content composed by your authors is consistent and complete.
Also referred to as rule-based personalization, it is the process of displaying content (images, text, videos, etc.) based on the visitor behavior on the channel.
Related articles: Get started with content personalization
A group of contacts used as benchmark to measure the effectiveness of customer communication. When launching a campaign, you can extract a fragment of your audience that will not be sent particular messages and analyze their behavior with the same metrics as other contacts. This way, you can find out if the campaign helps accomplish your goal.
In Personalization, a control group consists of channel visitors who belong to a targeted segment, but are held back from receiving the personalization. The control group receives the original content regardless of any personalization rules in place.
A customer's action considered as the desired response to a marketing activity, e.g. newsletter subscription. In a broader sense, conversion refers to a successfully completed business transaction by a website visitor, resulting in the visitor converting to a customer.
A metric that indicates the percentage of customers who respond to cues provided by a website, email, or promotion toward a specific desired action.
An ad targeting feature that allows advertisers to find their existing audiences among Facebook users by matching CRM data with user profiles.
Customer relationship management (CRM)
A business approach that defines standards for direct customer communication across organization (sales, customer service, and other customer-facing departments). It determines how to approach leads and customers on different levels of interest in a product or service with the purpose of nurturing lasting relationships. CRM software helps companies maintain their customer communication standards on the top level by enabling access to customer database and increasing the cooperation between different business areas.
An import, export, copy, or query requested by the user against a database, and which normally runs in the background.
A plain text file which contains contact records stored for use across campaigns, including email, SMS, and mobile, as well as test and suppression lists. You can create, import, export, and segment databases for targeting contacts. Depending on your business needs and planned usage, you can create a flexible or restricted database.
See also: Flexible database, Restricted database
Non-personalized content shown to the users in the control group.
The likelihood of an email arriving in a recipient's inbox.
The number of messages that were delivered as a percentage of the number of messages sent.
A metric that indicates the total number of messages sent minus the total number of bounces reported.
An endpoint (software solution) connected to Exchange that is able to receive audience and event data.
Digital data object (DDO)
A set of open guidelines designed to standardize the way web technologies interface with one another.
Document object model (DOM)
A system that shows structured documents, e.g. XML files, as a tree of objects that can be programmatically accessed and updated.
A URL used to send standard contact replies, with response handlers, e.g. email@example.com. You can set up multiple domains to provide response handlers for different types of emails.
Domain keys identified mail (DKIM)
An email whose source has been verified and matches the sender of the message.
Domain name server (DNS)
A server program that supplies name-to-address conversion by mapping domain names to IP addresses.
The process of a user subscribing to an email list or other email marketing messages by explicit request and then confirming that the email address is their own.
HTML content on websites, forms, landing pages, or emails that changes frequently to engage the reader.
Dynamic content area
An area where content can vary depending on the rule set for dynamic content.
A list that updates as the data changes.
The percentage measure of unique clicks divided by unique opens, which helps determine how much focus the contact gave an opened email.
The building block of a content type. Elements are used to store all you need when creating content; blocks of text, files such as images or PDFs, dates, links to external content, videos, and more. Elements restrict the type of content used, e.g. a composer can't add a video to a content type that doesn't include a video element.
A collection of techniques intended to verify email information.
The part of an email address that precedes the "@" symbol.
A code snippet provided by Acoustic Exchange used to establish communication between Exchange and Personalization. You add the enablement code to the analytics library in Personalization.
The representation of a business software solution that provides or receives data through Exchange.
Action, notification, or change of state or content, observed at a specific time in a known context, system, or location.
In Personalization, an event is usually the visitor's action on the channel and responses from the channel, e.g. clicking on a product, adding a product to cart, clicking submit button, and others.
In Experience Analytics, you embed events in the code of your website to track the visitor's interactions on their site.
Content that goes into an email hosted at a separate location, such as an SFTP directory or a company website. External content can be changed, contained in multiple emails, or put in a standard format for all emails.
External content retrieval
A process used to transfer HTML or text from a specified URL or a file path, typically using SFTP. It can be used to create emails sent to multiple contacts.
Facebook custom audience
The Facebook Ads targeting solution that enables marketers to match their CRM data to Facebook user profiles.
Facebook lookalike audience
The Facebook Ads targeting solution which serves ads to users who are likely to be interested in a business because they are similar to existing customers.
Product recommendations in Personalization are based on strategies, i.e. recommendation parameters that are supposed to serve relevant matches for a selected item. Apart from a primary strategy, you can create a fallback strategy that comes into play if the primary strategy doesn’t generate a sufficient number of relevant recommendations.
An inter-organizational form of feedback by which an Internet Service Provider (ISP) forwards the complaints originating from their users to the sender's organizations. The ISP then communicates with the sender that a recipient has made a spam complaint and wishes to unsubscribe from their contact list.
A default type of a database in a plain text file format, required for SMS, mobile app messages, CRM, and strongly recommended for Exchange. You can select the database field(s) that you want to sync when adding or updating contacts.
In Personalization, goals are the criteria you set up to measure the success of personalized content against the control group. Using goals helps you to quantify the impact of personalization on the channel. Similar to segments, you create goals at the organization level – you can use them across all the channels in that organization.
Related articles: Understand goals
A specific location of a visitor obtained from an electronic device, e.g. smartphone or beacon. Geolocation is an effective tool in campaign targeting, personalization, and analytics.
A block against emails placed by a recipient email server that requires manual intervention to remove.
The failed delivery of an email message for reasons such as a non-existent, invalid or blocked email address.
See also: Bounce.
Headless CMS (Content Management System)
A content management system in which the created content (body) is independent of the presentation layer (head). This means you need just one instance of the content to publish and deliver content on any device (mobile, smart watch) or platform (website, email, social media). All the presentation layers you need can be created by a developer and maintained separately. With a headless CMS, you can deliver your content anywhere you need through APIs.
A predefined set of image dimensions used for different content formats: websites, emails, social media posts, etc.
A dashboard page in Personalization that provides a summary overview of the current status of various components, such as channels, zones, content sources, product catalogs, shared audiences, etc. You can use the Implementation status page to validate that all the configured components are running smoothly.
The process of throttling initial emails to establish a good sender reputation and avoid deliverability issues by ensuring that emails do not look like spam.
Leverage your SMS contact base to arrange messages that will help you accomplish short-term and long-term marketing goals.
KPI (Key Performance Indicators)
Reporting metrics that help you determine the success of your campaigns and the progress in achieving your goals.
An individual website created to fulfil a specific purpose, usually not connected to a larger website structure. A landing page can also refer to a specific website URL added as a link in an email.
In classic programs, a lead route is an action that directs a contact to another track if the contact meets certain criteria.
A group of related content items and assets for a marketing campaign, project, team, or channel.
- Acoustic Content: You can create public, managed, and private libraries to control who views and edits content.
- Campaign: See Asset library.
A program that encompasses an entire campaign from the initial contact to the completion of a customer account.
The rejection of an email by a contact or email server, usually for security reasons. Blacklisting is one type of mail block.
The rejection of an email by a contact due to the content of the email.
A value by which you report your marketing efforts in Campaign. Metrics are directly related to your selected dimensions, e.g. available metrics for mobile push notifications include inbox clicks, app messages sent, etc.
In Experience Analytics, a metric represents the values you report on for your created events, e.g. a number of abandoned carts.
Mail transfer agent (MTA)
An element of an email sending process, an MTA (mail transfer agent, message transfer agent or mail relay) is software that sends electronic messages from one server to another.
Multi-page application (MPA)
A traditional type of web application, e.g. a simple HTML website. Every time the application needs to display data or submit data back to the server, it must request a new page from the server and render it in the web browser.
An identity management system that includes three components for users to get to know the hierarchy of subscriptions and user information: user profile, subscription management, and user management (available for administrators). These components are used to manage users identity settings, access to selected Acoustic products, and user permissions in an organization.
Net promoter score (NPS)
A method of measuring customer satisfaction with a single question survey: "On a scale of 0 to 10, how likely are you to recommend our (company, product, or service) to someone else?" Based on the answer score, customers are grouped into Promoters (9-10 points), Passives (7-8 points), and Detractors (0-6 points). Net promoter score is calculated by dividing the total score earned by the total sample size. For example, if 10 customers took the NPS survey and they scored 67 points total, the NPS equals 67%.
Node package manager (NPM)
The Node package manager (NPM) is a software repository and command-line utility used to install the Personalization library. NPM is automatically installed along with Node.js.
An HTTP-based open standard for data authorization. lt enables third-party applications to access protected resources without the necessity of revealing passwords or personal data. The protocol creates an approval interaction between the resource owner, client, and resource server with the use of an access token – a string denoting a specific scope, lifetime, and other access attributes.
An express permission by a customer that allows a marketer to send informational messages.
To request to have a recipient's contact information removed from the company database.
The act of an email/message recipient requesting to have their contact information removed from the company database.
Organization is the base entity in the Acoustic platform. It usually represents the company that owns the channel being registered. For example, City Cool Corporation is an organization that owns https://www.citycool.com channel. Each organization has a unique ID (Org ID). An organization can have multiple channels registered under this ID in Personalization.
A database that has queries associated with it and is not a child/query of any other database.
The process of targeting information to specific users based on business rules and user profile information.
Personalization – in general – is a strategy to deliver targeted content based on the user information available to the marketer. It helps to differentiate the product and entice the visitor towards a preferred action, such as make a purchase, buy certain products, register for an event or action, speed up their decision making, appease an angry customer, or make them feel like they are better cared for by providing a preferential offer.
Personalization (Acoustic solution)
A digital solution that enables marketers and merchandisers to customize the content of their delivery medium (for example, a website) based on the user interaction data.
Using Personalization, marketers can test and deliver pertinent content that is optimized and tailored for each customer, based upon a real-time understanding of the customer’s profile, browser history, and behavior on the channel.
Personally identifiable information (PII)
A software package that helps in rule matching and achieving personalization on the channel. It works on the client website and interacts with behavioral data to form the correct results. Based on these results, the personalized content is shown on the website. Personalization Library is available on Acoustic JFrog Artifactory.
A location or group of servers that host internal and external accounts.
A collection of product information used for product recommendations in Personalization, uploaded as a CSV file or JSON data.
The feature of Acoustic Personalization that displays the products that the visitors are potentially searching for, based on predefined recommendation strategies. The recommendations display in defined upsell/cross-sell zones on the website, based on the visitor's activity.
Product recommendation model
A product recommendation model in Personalization is a combination of an algorithm, its parameters, the lookback time frame, and, if specified, the model inputs. For example, Most popular is an algorithm, whereas Most popular-all-viewcount-past 30days indicates a model.
Related articles: Models, algorithms, and business rules
An automated sequence of messages based on a set of rules you define. This kind of campaign enables you to create one-on-one personalized interactions with customers. Programs use segmentation, demographics, and behavioral data in order to send the customers with the right message at the right time.
In Exchange, an organization that makes endpoints available, e.g. IBM, Facebook, Turn, SugarCRM, Shoutlet.
The process of removing old data from the system database. Purges minimize the number of unused database records to increase search efficiency and reduce the size of the required physical disk.
To send information from a server to a client. When a server pushes content, it is the server that initiates the transaction, not a request from the client.
An alert indicating a change or update that appears on a mobile app icon.
A search of all of the records in your database that returns results based on the criteria you enter. Queries contain defined rules that match the criteria for identifying contacts in a database for a specific purpose. A common reason for creating a query is to send a message to only those contacts who performed an earlier action.
Dynamic sections in an email that render content when the message is opened.
A database in the form of a table that describes a listing of data extracted from different databases, which offers a holistic customer view across available contact records. A relational table contains indices that create a one-to-many or many-to-one relationship between data in multiple files. You can create a relational table in Campaign by importing a CSV/TSV/PSV file or through API.
A contact database that requires you to select at least one field as a unique identifier for your contacts. Typically, the unique identifier is email, but can be other fields. The field or fields that you select as your unique identifier are required when adding or updating contacts.
See also: Database, Flexible database
A metric that indicates the total number of users who returned to a website.
A set of conditional statements that enable computer systems to identify relationships and run automated responses accordingly.
A set of conditions that identify the target audience for personalization.
In Experience Analytics, a segment is a way to split up data by the values that belong to the selected dimension in a report or overlay. For example, if you select Browser as the dimension, you can segment the data by Firefox, Safari, Chrome, etc.
Related article: Understand segments
A list of customer IDs that is passed to personalization from an external source like Campaign. In Personalization, you can create rules for audiences that are shared from a data segmentation solution, by registering it as source endpoint in Acoustic Exchange. If you use Acoustic Campaign, you can share audience data, such as shared contact lists and queries, with Acoustic Personalization.
Related article: Use shared audiences
Single-page application (SPA)
A single-page application (SPA) is a web application that interacts with the user by dynamically rewriting the current page rather than loading entire new pages from the server. In an SPA, either all the code is retrieved with a single page load or the appropriate resources are dynamically loaded and added to the page as necessary, usually in response to user actions.
Test reliability criteria expressed in as a percentage. Statistical significance indicates the likelihood of the test results being valid based on the amount of data analyzed and processed. For example, if a test has 95% statistical significance, there is only a 5% likelihood that the results were false due to the data sample reliability.
Suppression lists are databases used to exclude contacts from a message send without having to remove them from the database. The most common suppression list is the organization suppression list which contains opt-outs, abuses, and other contacts you never want to send to for any reason. The second common use of suppression lists is to build a set of contacts not to message to for a selected period of time. For example, you could use a list of people who have already donated as a suppression list for a donation campaign.
Tags are words or phrases used to classify your content and make it easier for other people to find particular items. When users search for content, they can filter their results by using the tag. Contrary to categories, tags consist of unstructured metadata.
A specific field in a table corresponding to a specific contact and column name.
An contact list extracted from Twitter user profiles.
Acoustic Content uses taxonomies to create structured sets of categories that classify content.
See also: Category
Telnet is an application layer protocol used on the internet or local area networks to provide an interactive text-oriented communication facility. For Transact SMTP emails in Acoustic Campaign, users can use the Telnet interface to send Transact automated emails with IP address, or subject and from address event trigger.
A document (an HTML file) that is used to prepare emails to send to contacts. A template acts as a pattern and can include dynamic information, personalization, and external information.
In Programs, you can choose a template to have a pre-created program with steps ready for you to start from.
A list of email addresses used for testing visual elements, wording, and the links of an email before it is sent to the contacts in a database. See also regular database.
Text for an email
A type of a one-way (send only) SMS program in which contacts subscribe by sending an SMS with a specific keyword and their email address to receive email messages.
Text for info
A type of a one-way (send only) SMS program in which you send a one-time SMS response to an SMS with a specific keyword.
Text to join
A type of a one-way (send only) SMS program in which contacts subscribe by sending an SMS with a specific keyword. With a text to join program, you can send ongoing SMS marketing messages, such as company news, offers, etc.
A metric that indicates the total number of contacts in the database who have a status of Snoozed.
A metric that indicates the total number of all visitors to a site, includes New and Returning.
The proportion of traffic distributed between the content variants in Personalization, which can be defined automatically or manually. Manual traffic allocation in Personalization helps you control how much of your eligible visitor traffic enters an A/B test.
Transact is the Acoustic solution that enables you to send high volume, event-triggered, personalized emails requiring top-level security. It is designed for sending large loads of one-off messages. Transact consists of Transact SMTP and Transact XML, the API commands that provide a mechanism for generating messages.
A single email message sent in response to a specific, predetermined transaction detected in a business system, such as:
- Order confirmations
- Shipping confirmations
- Password reset information
- Alert messages
- Customer service messages
A metric that indicates the number of contacts who have clicked a tracked hyperlink in the email. Only one click is counted for each contact.
The sequence of clicks performed by a contact while browsing a web site, typically in response to an email.
A numeric or alphanumeric key used as a universal identifier in a database.
Unique open rate
The number of times that an email was opened by unique users as a percentage of the number of messages delivered. See also gross open rate, open rate.
A metric that indicates the number of contacts who have visited a web site. Each visit is counted only once for each contact.
A universal behavior is a type of event that triggers an action in a program (automation sequence), used to send targeted mobile app messages and SMS. There are three types of universal behaviors available: Mobile, Location, and SMS. You can implement location-based mobile app messaging in Acoustic Campaign by adding location universal behavior events to queries and programs.
UTF-8 (Unicode Transformation Format)
8-bit text encoding form designed for ease of use with existing ASCII-based (American Standard Code for Information Interchange) systems.
An unidentified, unregistered person browsing through a channel, e.g. a website.
In Performance Insights, widgets are customizable report sections presenting a specific set of data. You can add and edit widgets to create a full view of all the data you need to understand your campaigns.
An x-header is a unique sender-generated identifier (text and numbers) placed in the header of an email sent using Transact SMTP. Your email system and Acoustic Campaign "agree" that an x-header has a specific meaning for these two systems. Relays, gateways, and the client system do not see or interpret the x-header, and Transact removes it from the outbound message. The use of an x-header is the best practice for identification.
In Personalization, X1ID is like a primary key. Every event or audience is identified by an X1ID. Every channel visitor is assigned a unique X1ID. Acoustic Exchange uses the information available in the events data or in the audience data and assigns a new X1ID depending on whether that visitor is a new visitor and reuses the existing X1ID for a repeating visitor.
The letter Y is a tricky one. We don't have any of those in our products. But we want to say YES to YOU. We're here for you, and with Acoustic, we know you'll be brilliant.
An area of interest on the channel (for example, a website) on which you can display content personalization or product recommendations.
Each zone has a unique identifier, referred to as the zone ID. The combination of zone name and the Zone ID must be unique within the channel being personalized.