Acoustic Campaign Certification flashcards

31 cards. Read the term and the definition here. The deck at the top of this page is optional.

Behavioral score decay

A time-based reduction applied to engagement points so older actions count less. Scores are recalculated on a rolling window, keeping recency more predictive than raw activity volume.

Behavioral trigger

An automated action that fires when a contact completes a defined event, such as a first click or cart abandonment. It runs in real time rather than on a send schedule.

RFM framework

A scoring approach using recency of last interaction, frequency of events in a window, and monetary value of conversions. Each dimension is banded to form comparable tiers.

Event record minimum fields

Each behavior event needs contact identifier, event type, timestamp, channel, and campaign or asset identifier. Omitting any field breaks attribution and deduplication downstream.

Trigger suppression window

A defined period during which a contact cannot re-enter the same trigger. It prevents duplicate sends when a contact performs the qualifying action repeatedly.

Engagement tier bands

Predefined score thresholds that sort contacts into high, mid, and low engagement groups. Fixed boundaries keep segments stable and comparable across reporting periods.

Behavioral data quality checks

Routine monitoring of null event types, timestamp skew, duplicate event identifiers, and orphan contact identifiers. These checks catch feed failures before they distort scoring or segmentation.

Profile definition

A contact record combining identity fields, consent state, channel addresses, preferences, and computed attributes. It is the single reference used for personalization and eligibility.

Explicit versus implicit data

Explicit data is declared by the contact through forms or preference centers. Implicit data is inferred from behavior and must be labeled as inferred wherever it is used.

Per-channel consent

Consent stored separately for each channel and purpose, so a contact may be opted in for email and opted out for SMS. Eligibility is evaluated per channel at send time.

Identity resolution

The process of merging duplicate records, starting with deterministic keys such as verified email or hashed phone. Merges require an audit trail so they can be reversed.

Golden record rule

A conflict rule for merged profiles: the most recently verified value wins for identity fields, while behavioral history is combined rather than overwritten.

Profile completeness metric

The share of non-null values among attributes required for a specific program. It is scoped to required fields, not measured across all possible attributes.

Suppression list precedence

A rule that suppression lists override preference center choices, which in turn override program defaults. Suppression is checked at send time, not only at segmentation.

Intent signal definition

An observed action suggesting near-term interest, such as repeat product views, pricing page visits, or content downloads. Signals are weighted and time-bounded before scoring.

Intent score formula

A composite of action frequency, recency weight, and action weight. High-cost behaviors such as demo requests receive larger weights than low-cost behaviors like opens.

Exponential decay

A decay function where signal weight halves every defined number of days. It ensures older events contribute progressively less to the current intent score.

Intent threshold promotion

A rule promoting contacts into a high-intent segment only when their score crosses a defined value. Contacts below the threshold remain in nurture programs.

Negative intent signals

Behaviors that reduce or zero out intent scores, including unsubscribe, spam complaint, and prolonged inactivity. They can suppress outreach despite strong positive signals.

Anonymous intent aggregation

Unmatched web sessions grouped at account or domain level for insight. They cannot be attributed to a named contact until identity resolution links them.

Signal-to-action mapping

Documentation linking each intent score band to a specific orchestration path. It makes scoring changes testable and keeps routing decisions consistent across teams.

Dynamic segment

A saved query over profile and behavioral attributes whose membership recomputes as data changes. Contacts enter and exit automatically without manual rebuilds.

Static segment

A snapshot that freezes membership at build time. It suits one-time sends and holdout groups where stable composition is required.

Include-exclude precedence

Rules combine with AND across rule groups and OR within a group. Precedence must be stated explicitly so exclusion logic never silently overrides inclusion.

Segment size sanity check

Monitoring day-over-day membership change against an expected percentage. Unexplained swings usually indicate a broken rule or a failed data feed.

Holdout segment

A control group, often five to ten percent, deliberately excluded from treatment. Comparing it with the treated group measures incremental lift rather than raw response.

Segment overlap analysis

Checking which contacts qualify for multiple active segments. It prevents duplicate messaging when concurrent campaigns target overlapping audiences.

Orchestration program structure

A directed flow of entry criteria, wait steps, decision splits, channel sends, and exit rules. Each node executes in sequence and re-evaluates data when reached.

Mutually exclusive entry

A design rule ensuring concurrent programs have non-overlapping entry criteria. It stops a contact from entering two competing journeys at the same time.

Channel priority and fallback

Selecting a channel by consent, prior response, and urgency, then falling back to the next consented channel when delivery fails. Consent is checked per channel.

Cross-channel frequency cap

A limit on total messages a contact receives across all channels in a program. Contacts who reach the cap are deferred or exited rather than silently skipped.