Acoustic Campaign Certification key terms

The practice of collecting and analyzing what customers actually do, such as clicks, opens, and purchases, rather than relying only on declared data like surveys or form fields.

A single recorded action or pattern of actions, such as a repeat visit or abandoned cart, that indicates interest, intent, or risk and can trigger a marketing response.

Information a contact provides directly, such as name, email, preferences, and survey answers, as opposed to data inferred from observed activity.

A numeric value that summarizes how actively a contact interacts with campaigns, often built from opens, clicks, and recency, and used to rank or filter audiences.

A weighting method that gives more value to recent activity than older activity, so a click yesterday counts more heavily than a click six months ago.

The gradual reduction in the weight or relevance of a past behavior over time, so signals age out of scoring models instead of counting forever.

A continuous flow of time-stamped activity records, such as page views or email opens, that feeds scoring, segmentation, and triggered journeys in near real time.

The process of assigning credit for a conversion to the touchpoints that preceded it, using rules such as first touch, last touch, or fractional credit across several interactions.

A completed action a marketer defines as a goal, such as a purchase, form submission, or registration, used to measure campaign success and feed scoring models.

A consolidated record for one person that combines identity, contact details, declared attributes, and observed behavior into a single view for targeting and personalization.

A single customer record assembled by merging identifiers and data from multiple sources, so activity across channels and systems resolves to one recognizable person.

The process of determining which records from different sources refer to the same person, typically by matching keys such as email, phone, or customer ID.

The rules and logic that decide how conflicting values are combined when records are unified, for example choosing the most recent value or the source with highest priority.

A single field stored on a customer profile, such as city, lifecycle stage, or loyalty tier, that can be used for personalization, filtering, and segmentation.

An attribute whose value is derived by a rule rather than entered directly, such as total lifetime spend or days since last purchase, and refreshed as data changes.

The association between a contact and a named group, used to record subscription status, program participation, or other standing relationships that drive targeting and suppression.

Stored evidence of what a contact has agreed to receive and through which channels, including opt-in status, channel preferences, and the time and source of consent.

An observed behavior that suggests a contact is actively considering a purchase or action, such as repeated product page views or a pricing page visit.

A composite value that combines multiple intent signals, often weighted by strength and recency, to rank contacts by likelihood of taking a desired action soon.

A defined cutoff value on a score or count that determines when a contact qualifies for a segment, trigger, or escalation, such as intent score above eighty.

A campaign that sends automatically in response to a defined event or condition, such as a form submission or score crossing a threshold, rather than on a fixed schedule.

Delivering content or offers during the same session based on current behavior, such as showing a related product after a specific page view.

The time range over which past activity is considered when evaluating a signal or score, so only behavior inside that window influences the decision.

The practice of dividing a contact database into groups that share defined criteria, so each group can receive relevant messaging and be measured separately.

A logical condition or combination of conditions, using attributes and behaviors with operators such as equals, greater than, or within, that decides who belongs in a segment.

A group whose membership updates automatically as contact data and behavior change, so people enter and leave without manual list maintenance.

A group captured as a fixed snapshot of members at a point in time, which does not update automatically when underlying data changes.

A set of contacts excluded from a send regardless of other targeting, used to honor opt-outs, protect recent buyers, or avoid over-contact.

A small set of internal or partner addresses added to a send to monitor deliverability and rendering, and to verify that mail is reaching inboxes.

The degree to which two segments contain the same contacts, which matters when coordinating sends so people do not receive conflicting or duplicate messages.

Coordinating messages across email, mobile, web, and other channels within one journey, so each contact receives a coherent sequence rather than disconnected campaigns.

A defined multi-step flow of messages and waits that moves a contact toward a goal, with entry rules, decision points, and exit criteria.

A single node in a journey, such as sending a message, waiting a period, branching on a condition, or updating a profile field.

A branch in a journey that routes contacts down different paths based on attribute values or behavior, enabling different treatments for different groups.

A contact's stated or inferred preference for how and where to be reached, used to choose the channel and timing most likely to engage that person.

Declining responsiveness and rising unsubscribe risk caused by too many messages, managed through frequency caps, suppression rules, and journey exit criteria.

A limit on how many messages a contact may receive in a defined period across one or more channels, enforced during orchestration to prevent over-contact.

Message blocks that display different material to different recipients based on profile attributes, segment membership, or behavior at send time or open time.

The likelihood that sent messages reach the intended inbox rather than spam or a bounce, shaped by sender reputation, list hygiene, and engagement.