Terminology
Persistent cookie — A cookie that remains present in the person’s web browser and that contains the identification of the visitor which allows the system to recognize the visitor at later visits.
First party cookie — First party cookies are cookies set with the same domain as in the browser’s web address.
Third party cookies — Third party cookies are set with a different domain than the one shown in the address bar.
Browser session — A mechanism for recognizing multiple requests from the same browser (Internet Explorer, FireFox, Chrome) is called a session. A session recognizes requests (new pages loaded) from the same browser.
Universe — A universe groups websites and builds one target profile for a visitor across all websites. Reporting and profiles are always linked to a universe. Multiple universes, e.g. 1 for each brand website, have different profiles for the same person visiting the different websites. In this case, you don’t know if the same person visited the different websites. There is no cross-universe profile building in Site.
1 universe is linked to 1 Campaign installation. But different universes can be linked to the same Campaign installation, each linked to a different user list for instance.
By default one universe can be created. If more universes are required, contact Marigold.
Tags — Tags are simple pieces of data that describe the item tagged. Tags are attributed values as well. (Example: tag: ChildrensWear with values Age2To12, AgeAbove12, Teenage).
Hierarchical tags — Tags that contain and include a hierarchy, often representing the hierarchy of the website itself. Hierarchical levels can go 3 levels down. The values per level are separated by an underscore. Example: Tag: Clothing with value Women_Clothes_Dresses.
Reporting segments — Reporting segments contain profiles answering specific Reporting segment constraints. When new profiles come online they are evaluated at every click to determine the Reporting segment to which they belong. Reporting segments are created for reporting purposes and are calculated once a day.
Profiles — A profile is the representation of an individual visitor. For each visitor information is stored in his profile and updated with each visit. If he visits the website through a Campaign email, he is recognized as a Campaign user and is “CRM identified”. If he logs in on the website and his unique identifier is sent to Site, he is “custom identified”. If he logs in on different devices (pc, tablet), or opens the email on different devices, the information of the visitors grouped in one single profile.
Active profilesare profiles of visitors for whom activity was registered on the website for the last x days/weeks/months. The time span is defined in the properties of the universe itself.
Placements — Placements (placeholders) indicate where content for offers should be placed on the website, such as banners, html, pop-ins, pop-ups, etc. The content is not defined in a placement itself, this is done in the offer.
Offers — Based on the visitor’s website behavior, you can show content specifically for him. Create an audience for your offer, set goals and measure conversions. Follow up or retarget with Campaign journeys. Offers can be scheduled for execution and goals can be defined and measured to obtain funnel reports. An offer consists of one or more actions.
Actions — An action indicates the actual content that should be displayed in the placement and how it should be displayed.
Win/loss — Win/loss is used in relation to profiles. 'Win' represents a new profile that answers the include criteria. This also includes old profiles that have been lost but that come back online and answer the include criteria. 'Lost' refers to profiles that answer the exclude criteria. (Note that both include and exclude criteria are defined on Universe level)
Popin — A popin is like a popup, displayed on top of the website, but not in a new window. Most often, when a popin is displayed, the rest of the page is darker colored
Recency (decrease) — This is a tag reporting setting. The amount of time a value is valid. For instance, the number of purchase will not decrease in time. Your first purchase will always be your first purchase. While others, like a visit to the Electro products overview page, most likely isn't valid forever. Perhaps even only for 1 day.
Hit — All pages with the Site tracking script included will generate a ‘hit’. So all page views. But also every time you send JavaScript values back to Site. This can be on page load (view) or on a click (event).
Frequency capping — In Site, placements defined as interruptive can be limited. (e.g. an image in the header of the website can only be changed once a week). This limitation is set on universe level .
Capping — Is used for offers and limits the number of times an offer will be shown to a visitor.
DMP — Data Management platform
