Common Dynamic Audiences Terminology
Dynamic Audiences introduces a lot of terminology you may not be familiar with. The table below lists common terms we use when talking about Dynamic Audiences.
Common Terms
| Term | Context | Definition |
|---|---|---|
| Engagement Query Language (EQL) | Engagement Queries | The set of precision filters that produce statistics about customers and their journeys, allowing you to analyze and gain insight into their behavior and the success of your customer engagement strategy. |
| Action Context | Engagement Queries | The unique features of an Orchestration, defined in an engagement query, required to include a customer journey in the query results. Can include any combination of Channel, Touchpoint, Proposition, Action, Response, Asset, Optimization Point, Device OS, and Device Type. |
| Customer Filter | Engagement Queries | The set of filters, defined in an engagement query, that pre-filter the population of customers according to known demographic attributes (such as age, gender, marital status) or brand-related inquiries (such as submitting an email address). Customer filters perform their filtering on the full customer journey path. |
| Interaction Context | Engagement Queries | The unique features of a customer interaction with your brand, defined in an engagement query, required to include a customer journey in the query results. Can include any combination of Channel, Touchpoint, Lifecycle Stage, Activity Type, Proposition, Date, Device OS, and Device Type. |
| Journey Filter | Engagement Queries | The set of filters, defined in an engagement query and applied AFTER any customer filters, that split the full customer path into multiple journeys based on customers moving from one interaction to another with an objective such as completing a product application. |
| Active customer | Journey Visualization | A customer who last performed a tracked activity within 80% of the timeframe configured for a lifecycle stage. |
| Backward transition | Journey Visualization | A flow that highlights customers moving backwards between two lifecycle stages. |
| Channel | Journey Visualization | The pre-defined category to which a Touchpoint belongs. For example, web or mobile. |
| Dropin | Journey Visualization | The point at which a customer joins the journey. |
| Dropoff | Journey Visualization | The point at which a customer leaves the journey. |
| Flow | Journey Visualization | Line depicting the number of customers moving between two nodes on the journey. |
| Forward transition | Journey Visualization | A flow that highlights customers moving forwards between two nodes on the journey. |
| High Value Moment (HVM) | Journey Visualization | Node identifying a positive moment on the journey that translates into customers being able to satisfy their goal. |
| Inactive customer | Journey Visualization | A customer who has not performed a tracked activity within 80% of the timeframe configured for a lifecycle stage. |
| Looping flow | Journey Visualization | A flow that highlights a customer moving from one Channel to another, within the same Lifecycle Stage. |
| Low Value Moment (LVM) | Journey Visualization | Node identifying a negative moment on the journey that translates into customers being unable to satisfy their goal. |
| Most Dominant Path (MDP) | Journey Visualization | Journeys with identical start and end contexts, undertaken by the largest numbers of customers. Nodes in between the start and end contexts may differ. |
| Node | Journey Visualization | A single Interaction or Action context on the customer journey. |
| Optimized customer | Journey Visualization | A customer who has received personalized content during the customer journey. |
| Timeframe | Journey Visualization | The period of time that a customer can stay on a lifecycle stage before they are considered to have left the customer journey. |
| Volume | Journey Visualization | The total number of customers currently on a given node on the journey. |
