Dotdigital Certification flashcards
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32 cards. Read the term and the definition here. The deck at the top of this page is optional.
- Program trigger node
- The entry point of an automation that starts a contact's journey when a defined event occurs, such as a signup, order, or date field being reached.
- Delay node behaviour
- A node that pauses a contact for a set duration or until a calendar time; the contact occupies no send capacity until it exits and reaches the next action.
- Program re-entry rules
- Settings that control whether a contact may start the same program again: allowed, blocked while an enrollment is active, or blocked permanently.
- Goal exit criteria
- A condition that removes a contact from an automation as soon as it is met, preventing subsequent nodes from sending a redundant message.
- Condition versus trigger
- A trigger fires once on the entry event; a condition re-evaluates each time a contact reaches that node, so later passes can branch differently.
- Automation node drop-off
- The count of contacts that enter a node minus those that leave it; a large gap usually indicates a failed send or an unmet condition.
- Merge field fallback
- The default value rendered when a personalization field is empty for a contact; without it the token renders blank or fails at send time.
- Dynamic content block
- A section of a message whose variant is chosen per recipient at render time from contact data, custom objects, or behavioural rules.
- First matching rule wins
- In rule-based personalization, rules are evaluated in order and evaluation stops at the first match, so rule order changes the rendered output.
- Cold-start recommendation
- A fallback product or content set shown to a contact with no browsing or purchase history, so a recommendation block never renders empty.
- Zero-party data
- Information a customer deliberately declares, such as preferences or sizes, captured with an explicit consent record and generally more reliable than inferred data.
- Personalization preview contact
- A nominated contact record used to render a preview of a personalized message, showing the variant that contact would actually receive.
- Rolling tier threshold
- A loyalty tier rule based on points or spend over a moving window such as 12 months, recalculated on a schedule rather than per transaction.
- Points liability
- Unredeemed points balance multiplied by redemption value; it represents a financial exposure and should be reported alongside engagement metrics.
- Recency band segmentation
- Grouping contacts by time since last order or click, such as 90, 180, and 365 days, to target win-back messaging at defined inactivity levels.
- Cohort retention analysis
- Comparing churn or repeat-purchase rates by acquisition month; a flat overall rate can mask a worsening recent cohort.
- Referral fraud check
- Validation of a referral against shared device, address, or payment instrument, plus unique advocate codes, to prevent self-referral and duplicate rewards.
- Purchase suppression window
- A rule excluding recent buyers from acquisition or discount campaigns, protecting margin and preventing discount cannibalization.
- Email authentication alignment
- SPF, DKIM, and DMARC must pass and align with the visible From domain; misalignment lowers deliverability regardless of message content.
- SMS message segmentation
- Long messages split into billable segments, typically 160 GSM-7 characters for the first segment, fewer when Unicode characters are used.
- WhatsApp template message
- A pre-approved message required for business-initiated WhatsApp conversations; free-form replies are permitted only inside an open service window.
- Push token lifecycle
- Each app install holds a device token that can expire or rotate; stale tokens must be pruned so delivery statistics stay accurate.
- Per-channel consent
- Opt-in and opt-out are recorded separately for email, SMS, push, and WhatsApp; unsubscribing from one channel does not suppress the others.
- Retargeting audience sync
- Pushing a segment to an ad platform using hashed identifiers; match rate depends on identifier coverage and consent for advertising use.
- Contact record as primary entity
- The central profile that related data such as orders and custom objects join to, keyed on a stable identifier like email or customer ID.
- Data field types
- Each field is typed as string, number, date, or boolean; a type mismatch on import causes rejection or truncation rather than silent conversion.
- Open rate formula
- Unique opens divided by delivered messages; using sent as the denominator understates performance by including bounces.
- Click-to-open rate
- Unique clicks divided by unique opens; it measures message relevance independent of list size and delivery volume.
- Complaint rate
- Spam complaints divided by delivered messages; mailbox providers weight it heavily, and it is the strongest early warning of deliverability damage.
- Attribution model disclosure
- Stating which model, such as last click or first click, produced a revenue figure; comparing revenue across models without stating them is misleading.
- Send-time optimization
- A model that selects a per-contact delivery time from historical engagement; contacts with sparse history fall back to a segment or account default.
- Predictive score holdout
- A control group excluded from a model-driven action, used to prove that the prediction produced incremental results rather than coinciding with them.