Splio Glossary – Splio - Knowledge Base

General concepts

Date types

Dates are used in many configuration wizards and panels. Dates can be either fixed or relative.

Fixed date

A fixed date setting will have either a start and end date, or none.

Relative/floating date date

A relative or floating date is an event that the start date and time will be calculated from the previous event.

Relative dates are calculated in hours, days, weeks, months, etc.

For instance, follow-up actions are generally sent relatively to an event that happened (or dit not happen) from the previous action.

Send an email to all new subscribers 3 days after they subscribed.

Object

An object refers to a business object, which is a collection of attributes, with a relation to one or more other business objects.

For instance, a Contact is an object that has attributes such as "First Name", "Last Name", "Age" or "Birth date". The Contact has relations to Subscription lists objects (amongst others), that have their own set of attributes, such as ID, name, tag, etc.

The relations tie business objects together.

Overview

Overviews are found on almost every object within Splio, and provide a global vision of an object. They are composed of the main attributes of an object, and is accompanied of basic reporting and KPIs based on the last 12 months’ history.

For instance, contact's overview will display nominative and profile information such as gender, language and birth date, and will show reactivity KPIs and sales reports, if the data is available.

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Overview of a Contact

DATA glossary

Database or Datamart

Set of structured and organised data which are stocked in a physical place, and used for different applications in a company.

Declarative data

Data declared by customers or prospects, such as first and last names.

DESIGNER glossary

Design

A design is the result of a message and header of the message. For instance, an email design is the grouping of the HTML message, the text version of the message, and header information such as the email's subject, sender name, sender email address, Google Analytics tags, etc.

A design is then used by SCENARIO, in an campaign's action, to define the message that will be sent to your recipients.

Personalisation

Personalisation of a marketing communication (sometimes even the product or service) with different elements (address, name, diverse customer information, etc.). Personalisation of a marketing communication can improve its efficiency. The personalisation makes the offer more adapted and appealing.

SCENARIO glossary

Action

The action, or sending, is the piece of a campaign that determines which message is sent on which channel for the defined population. A suite of multiple actions will result in a scenario.

Campaign

A campaign is set in time to deliver specific messages to a specific target, in a global marketing operation.

The campaign is composed of an initial population, often a proportion of the global operation's population, and a series of actions to be executed in time. For instance, a campaign could be composed of part of the global French customers, let's say only the contacts living in the north region, where an email is sent, followed by an SMS 3 days later as a reminder.

Control group

A control group is a selection of contacts from the targeted recipients of an operation's campaigns that will be excluded of the targeting.

The control group's behaviour during the campaign or global operation will be compared to the targeted recipients to evaluate the performances. It gives powerful insights on your operations or campaigns benefits, or if they are nocive to your performances.

Deduplication

Deduplication is the process of removing all contacts duplicates to avoid create the same action on the same contact twice.

A deduplication is done on the primary key when importing contacts, and when creating a campaign's initial population.

Initial population

The starting population of a campaign. The population can be viewed as a segment. An initial population may be a filter, a temporary file, a membership list.

Multichannel marketing

Marketing actions combining different channels of communication. The difficulty of multichannel marketing is to choose the most appropriate channel for an action (in terms of cost and efficiency), to link channels where needed, and to centralise and archive the marketing data collected on all channels.

Operation

Set of time-scheduled campaigns that share the same objective. The operation is comprised of a population, one or more types of content (newsletters, commercials, advertising, etc.) and communication channels.

An operation contains one or more campaigns set in time.

Operation code

Each campaign can be liked to an operation code you can enter at the beginning of your campaign's scheduling. The operation code will be used as keyword in the report module to trigger your reporting based on the operation code to identify your campaigns.

Unfinished campaigns

“Unfinished” campaigns are still in creation and have not been launched yet. However, the recipients have been extracted. Under this status, the campaign can be edited, deleted, launched or duplicated.
The campaign will keep "unfinished" until it gets launched or until all recipients have been hit (in the case of a partial targeting or asynchronous split targeting).

Running campaigns

When a campaign is "running", it means that it has been launched and its actions are running (being sent or programmed to be launched soon).
The running actions of the campaign cannot be edited, but they can be paused or duplicated instead. It is possible to add additional actions to the scenario.
If needed, the campaign can be stopped before its lifetime is over.

On hold campaigns

Once the campaign's actions have been launched and messages are being sent, actions can be paused.
Pausing an action allows you to edit it after it has started sending. You may change the design's content and subject, as well as the action's sending rate, but you cannot modify your target.
When restarting the action, the sending will resume to the remaining contacts, using the modified content (if applicable).

Aborted campaigns

A stopped campaign or action will stop all ongoing sendings. The individuals that were not targeted will not be taking part of the campaign.
Aborted campaigns or actions cannot be started again.

Ended campaigns

When the "ended" status pops up, all the actions of your campaign have been sent successfully.
In addition, a bar of statistics will display in the campaign just sent out, allowing a quick preview of the campaign's performance using the following KPIs:

Control group: Number of contacts that were in the control group
Queued: Number of recipients that are still in queue
Soft bounces: Number of Soft bounces
Hard bounces: Number of Hard bounces
Delivered: Number of recipients that were delivered successfully
Openers: Number of recipients that opened only
Clickers: Number of recipients that clicked
Buyers: Number of recipients that purchased

Note: in the above preview, the openers' rate counts the openers that did not click, the clickers' rate counts the clickers that did not purchase, and so on.

Spam

Unsolicited messages received in a user's electronic mailbox.

Tracking

The tracking of the components of a campaign or message is the action of recording the contacts actions, such as the opening of a message, the click of a link, etc. The tracking within campaigns by Splio may provide insights on the performance of a campaign as well as trigger other campaigns based on the previous actions of contacts.

Reporting glossary

Click-through rate (CTR) or Click-to-open rate

Number of clicks / Number of openings

Clickers-to-Openers rate

Number of clickers / Number of openers

Conversion rate or Transformation rate

Number of conversions / Number of clicks

Deliverability rate

Number of messages delivered / Number of sent message. This shows the quality of an email database or population.

Opening rate

Number of openings / Number of messages delivered

Return on investment (ROI)

Ratio between net revenue and costs.

Unsubscription rate

Number of unsubscriptions / Number of unique openers

Sales glossary

Abandoned cart total value

Abandoned cart’s products total value

Value of products in abandoned carts which can be filtered by product, similarly to "Revenue generated by order’s products".

Using this condition together with a sub-filter matching a specific product, you can find clients who put into their carts (but not bought) the quantity of the product worth, e.g., more or less than €50. If you use "Average value of abandoned cart" instead, you will find clients who put this product in a cart when the sum total of the cart is more or less than €50.

Average cart

The mean cart value calculated as Turnover / Number of orders

Average value of abandoned cart

Mean value of an abandoned cart, calculated by dividing the sum of all abandoned cart values by the number of abandoned carts.

Date of last order

Number of orders

Number of products purchased

Number of products in abandoned cart

Revenue generated by order’s products

Revenue generated by products belonging to an order.

Since Revenue generated by order’s products is often confused with Turnover, here's the difference:

If you create a condition, e.g., to find all clients with €100 in "Revenue generated by order’s products" and then use a sub-filter to match a specific product, you can match all clients who spent more than €100 on that product.

On the other hand, if you use Turnover of €100 or more and a sub-filter to match a specific product, you will find all clients who spent €100 or more on orders containing this product.

Sales tracker turnover

Turnover value based on a sales tracker embedded in the client's website. It is much easier to obtain than classic sales data but less precise.

Turnover

TARGET glossary

Active customer

A customer is active when his last purchase is recent enough. The limit to qualify a purchase as recent depends on the company and the activity type. Concentrating marketing actions on active customers helps to reach a good reactivity rate and to maintain the conversion rate.

Behavioural database

Marketing database gathering information based on behaviour of customers or prospects (purchase, website browsing, newsletter clicks…).

Behavioural segmentation

Segmentation based on the behaviour of customers or prospects. These behaviours can be declarative, or identified and measured by the company’s tracking system.

Behavioural targeting

Targeting based on behaviour of customers or prospects. For instance, a reaction to communications, type of pages visited, time spent on these pages, past purchases…

Filter

Filters, also known as segments or groups, are a theoretical combination of conditions, set to create dynamic groups of items within the database.

Filters are used to configure and define a perimeter for most actions within Splio, such as setting a target for a marketing operation or to create order-center triggered transactional messages.

Filters take a lot from the set theory. They can be seen as mathematical equations combining sets (A, B, C, etc.) mixed together with operations such as unions, intersections and exceptions, and prioritised with parentheses.

Advanced filters introduce the notion of logical operators (and, or, if... then). They’re simple algorithms that allow to write instructions and influence the final output depending on the logic (e.g. if card(A) > 10, then use B).

A filter once written as an equation could look like:

X = [ (A and B) or (C) ] xor [ (D or A) and (B minus F) ]

with

A = (Contact is subscribed = true)
B = (Contact gender = ‘male’)
etc.

Inactive customer

A customer is inactive when his last purchase is dated. The limit to qualify a purchase as dated depends on the company and the activity type. The inactive customers can be set aside or on the contrary specifically targeted for certain reactivation actions.

Inactive contact or Inactive subscriber

A contact is inactive when its last tracked activity on marketing campaigns is dated. The timespan to consider a contact as inactive depends on the company and activity type as well as the sending frequency. The inactive contact can be set aside or on the contrary specifically targeted for certain reactivation actions.

Marketing pressure

The pressure exerted by multiple solicitations from the same sender. Marketing pressure is perceived as excessive frequency of sales incentives. There is a real risk that the recipient will flag these messages as being from unwanted sender.

Purchase frequency

Number of purchases made by a customer during a given time. This is an element of segmentation frequently used in direct marketing. It corresponds to the F of the RFM Segmentation.

Recency

Period of time since a customer’s last purchase. Recency is calculated from the last purchase date recorded in the database. Recency is frequently used to segment and target customers for marketing campaigns. For example it can be used in follow-up campaigns for inactive customers. Recency is also used in the RFM Segmentation.

Target

Share of a population which responds to certain criteria targeted by a communication action. A primary target, or core audience, is the sub-share of this population to which the company’s message is addressed in priority.

Temporary file

A temporary file is either a target extracted from an external platform that has been imported to Splio, or a filter from which a static copy has been created at a given time.

Tempory files can be used to include or exclude contacts in a campaign.

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