Key Terms in CrossEngage

Trait

  • In our platform, the term ‘trait’ refers to static attributes and characteristics of user profiles (e.g. customer’s first name, last name, address, etc). While certain traits are built into the CrossEngage platform, our customers can also create their own custom traits via API call. Traits come in the following six data types: STRING, INTEGER, FLOAT, DATETIME, BOOLEAN or ARRAY

Event

  • In our platform, the term ‘event’ refers to a recorded user behavior, such as a page view or a product moved to a shopping cart. Certain events are built into the CrossEngage platform, while others must be custom created. Currently, CrossEngage does not enable customers to create custom events and properties. However, reach out to our Customer Experience team at any time, and we will be happy to create whatever events you may require.

Property

  • In our platform, ‘properties’ designate subcategories of events. For example, mail.sent is an event which is recorded whenever a CrossEngage campaign triggers and an email message is sent out to users. The property ‘Provider’ sorts these mail.sent events by the ESP integration through which the mail was sent. Properties come in the following six data types: STRING, INTEGER, FLOAT, DATETIME, BOOLEAN or ARRAY

Integration

  • The term ‘integration’ refers to the process of linking together different computer systems, allowing them to act in concert. Our platform is integrated with a wide variety of communication channels, including direct mail, SMS, push notifications, and email.

Capping

  • In our platform, the term ‘capping’ refers to a limitation of the frequency with which users can be targeted with communications. This function can be implemented either on a global or campaign level. It can be overridden by designating a campaign as ‘transactional.’

Campaign

  • In our platform, the term ‘campaign’ refers to a framework which distributes marketing communications to users on the basis of a set of customer-determined conditions

Realtime Campaign

  • In our platform, the term ‘realtime’ refers to marketing campaigns which are triggered as an immediate response to user behavior. When it comes to user behaviour, a Realtime Campaign always asks What will the user do in the future that I want to react to in Realtime?

Audience Campaign

  • In our platform, the term ‘audience’ refers to marketing campaigns which are sent at a predetermined time, and which target a specific segment of users. When it comes to user behaviour, an Audience Campaign always asks What has the user done up to this point?

Leads

  • In our platform, the term ‘lead’ refers to individual profiles lacking customer IDs (known as ‘id’ in CrossEngage). Usually, these are prospects and newsletter subscribers who have an email address attached to their profile that serves as a primary identifier.

Users

  • In our platform, the term ‘user’ refers to individual profiles which are associated with customer IDs.

ESP

  • ESP stands for Email Service Provider (i.e. a service which anables customers to distribute marketing communications).

Push Notification

  • A push notification is a message which is sent to a user’s device due to a request from an application server, rather than in response to an explicit request from the user.

Segment Transfer

  • A segment transfer is a process by which the CrossEngage platform segments users on the basis of traits, events, and properties defined by the customer, at which point the resulting list of users is transmitted to an outside server.

External ID

  • In CrossEngage, the terms externalId and id are both used, which might cause confusion. In feeds and API, the term id refers to externalId.

Webhook

  • A webhook is an automated call, wherein a website sends information to a server in response to predefined events. With respect to the CrossEngage platform, webhooks can be used to obtain response data from our external integrations (e.g. whether a customer has unsubscribed, received a campaign, opened a message, or clicked on a provided link)