Glossary

Channels

Term	Definition
Active contacts	An active contact is someone who either: Receives messages from you through our platform such as WhatsApp messages, texts, or emails, or Interacts with your business through any channel managed through our platform such as form submissions. Important note: Solely having someone’s contact information saved in the system does not make them an “active contact.” In order to count towards the “active contact” total, users need to either receive targeted messages from or interact with campaigns run on Marketing Engine.
Email Marketing Automation	Automating the process of sending targeted email campaigns to customers based on specific triggers or schedules.
Forms & Landing Page Builder	Tools for creating customized forms and landing pages to capture leads and engage customers effectively.
Instagram Direct Messages (DM)	A feature for automated communication on Instagram, enabling businesses to engage customers with personalized interactions using icebreakers, menus, and bot triggers.
MMS Automation	Managing the creation, personalization, and sending of multimedia messages (images, videos, and audio) to mobile devices for marketing and customer engagement.
Push Notifications	Messages sent directly to a user's device to engage them with timely information or promotions.
SMS Marketing Automation	Automating the sending of promotional or transactional text messages to customers' mobile devices.
Social Media Management	Tools and strategies used to create, post, and analyze social media interactions and content across various platforms.
WhatsApp Marketing	Utilizing WhatsApp as a channel to communicate and engage with customers for marketing purposes.

Campaign & Journey Management

Term	Definition
Customer Journey Automation	The process of automating omnichannel interactions with customers throughout their engagement lifecycle, ensuring timely and personalized communication.
Dynamic Content	Personalization elements in campaigns, such as user-specific names, preferences, or recent activity, designed to increase engagement.
Lifecycle Marketing	Creating campaigns targeted at various stages of the customer journey, from acquisition to retention and loyalty.
Omnichannel Campaign Management	Coordinating marketing efforts across multiple channels (email, social media, SMS, etc.) to provide a seamless customer experience.
Personalization Tokens	Variables used in campaign messages to dynamically display user-specific information, such as names or transaction details.
Scheduled Message Flow	A sequence of messages delivered to users based on actions such as signing up, cart abandonment, or inactivity.
Segmentation & Audience Builder	Tools that divide customer bases into distinct groups for targeted campaigns.
Smart Triggers	Conditions or rules set to automate specific actions, like sending a follow-up email after an abandoned cart.
Workflow Builder	A drag-and-drop interface for designing automated sequences like welcome series, upsell campaigns, or feedback requests.
Subscription Management	Tools to manage opt-in and opt-out preferences for email or SMS communication based on user preferences.

Analytics & Testing

Term	Definition
A/B Testing	Running two or more versions of a marketing campaign to determine which performs better based on specific KPIs.
Behavioral Analytics	Tracking and analyzing user behaviors, such as clicks, page views, and purchases, to better understand customer preferences.
Campaign Performance Metrics	Key performance indicators (KPIs) like open rates, click-through rates, and conversions that measure the success of campaigns.
Cross-channel Analytics	Data analysis that tracks how customers engage across multiple channels, providing a unified view of interactions.
FactCubes	An advanced analytics tool providing dashboards and reports to track marketing performance, with deeper insights available in FactCube Premium.
Fan Maturity Model	Fan Maturity Model refers to tracking and analyzing a fan’s interactions across different channels, such as ticket purchases, merchandise buys, and more. It’s a flexible model that categorizes fans based on their activity level and engagement. This approach helps businesses: Understand fan engagement levels. Personalize marketing strategies based on fan behavior. Target specific fan segments with customized campaigns. Monitor the impact of these strategies to boost loyalty and revenue.
Multi-channel Reporting	The ability to analyze campaign performance across email, SMS, social media, and other channels in one dashboard.
Super Fans	Highly engaged individuals who frequently interact with most communications.
Website Tracking	Monitoring and analyzing user behavior on a website to gather data for improving user experience and marketing strategies.

Integrations

Term	Definition
API Integration	Connecting the Marketing Engine with external tools or platforms via Application Programming Interfaces (APIs) to share and synchronize data.
Built-in E-commerce Integration	Seamless connection between the Marketing Engine and e-commerce systems to streamline operations and data sharing (e.g., Shopify, Woocomerce, SeatGeek, Zapier).
Native Integrations	Built-in connections to third-party apps like Ticketmaster, SeatGeek, and Shopify.