the process of reviewing and correction addresses from source data and re-formatting them into standard formats with accurate data components, such as city, state, zip.
Ascent360 defines and describes the Aggregated Varibles in it's product. See Dervied Variables and Aggregates Article for details
The process of calculating behavioral metrics in our CDP. Also known as KPIs, Scoring… we refer to these metrics as “Aggregates” and the process as “Aggregation”.
the data collection method we primarily use to extract data from our client’s systems.
This is the unique identifier for individuals in an Ascent360 database. Also referred to as "LTGID"
Ascent360 tool to create lists of individuals or addresses from the CDP
Behavior Based Marketing
Automate behavior-based marketing = set up automatic triggers based on past behaviors to "Use your CDP to drive the mosst value from your online ads."
data used for segmentation that describes how customers behaved. Typically these are derived from transactions, email actions, web site actions, and other actions. Aggregates are included.
industry standard term for reporting and analytics tools. Our current BI tool is YellowFin, a third party BI application.
1. A group of individuals created with the Campaign Manager tool
2. Another term for "Source Name" in some areas of Ascent360
Ascent360 tool that allows you to combine audiences (created in Audience Selector) for more complex queries.
Customer Data Platform
Our internal name for a client’s virtual CDP database. It is a single wide view (like a table) that contains all the updated customer contact, aggregate, transaction, and source data.
the access of AS360 via internet connection.
Cost per thousand impressions (technically, “cost per mille”). The CPM model refers to advertising bought on the basis of impression. ... For example, one million impressions at $10 CPM equals a $10,000 total price.
Customer Relationship Management system. Sometimes a client source system. But a common question related to CDP… what’s the difference?
in AS360 and our BI data we enable customer calculations of transaction data.
processes or data services that identify data problems and suggest correction actions. For example, highlight products sold for which there is not data the provides the department roll-up values.
A type of software application that extracts, transforms, loads, and stores business data. Our CDP is very similar, or is even a type of datawarehouse.
data used for segmentation that is descriptive about the customer. Ie., Age, Income range, presence of children, etc
Demographic Append / Acxiom Data
Acxiom is the largest demographic data provider in the US and our source for personal (customer) descriptive data, such as age, income, number of children, etc.
Extract, Transform, Load. The software processes that typically are used for loading data.
when API isn’t available, we use File Transfer Process to receive and process files from the client source system.
method of customer matching that involves techniques that are not exact matches on fields. For example, we can match when names ‘sound like’ each other, like ‘Smyth’ and ‘Smith’
data used for segmentation that can determine distances between two places (ie., the customers primary address and a store or ski resort) . Can also be used for heat map analysis.
defines the primary key of a dataset. This is the columns in the dataset who’s values define a unique record. For example, the grain of the client view is client id, customer id, transaction id, line item id, and update date.
Integrations / Integration Partners
The system vendors that our clients use for their POS, CRM, and other source systems.
List Source Date
This is a meta-data field which is present in every row of every clients' CDP.This field shows the date the data was acquired. For a transaction, this field will have the same value as a transaction date. For a lodging reservation, this field will have the same value as the reservation date. For a form submit, this field will be the date the form was submitted.
This is a meta-data field which is present in every row of every clients' CDP. This field typically represents a physical location, whether that's a retail store location or a mountain at a ski resort. Locations must be set up prior to data being loaded to them
This is the unique identifier for individuals in an Ascent360 database. More commonly referred to as the "Ascent360ID" and should be referred to as such to clients. (The reason for the naming of this field goes back to Ascent360's history as a division of Leisure Trends Group)
the process of matching incomplete customer data to existing customer records in our customer master database.
a data geek term that literally means, “data about data”. In simple terms this is “reference data” that is not visible to consumers of the data. Example would be client type (retail, ski, etc).
National Change of Address, a service we use to update customers addresses who have submitted a move request from one address to another.
Net Promoter Score. USing a 10-point "Likelihood to Recommend" scale, subtracting the percentage of Detractors from the percentage of Promoters yields the Net Promoter Score, which can range from a low of -100 (if every customer is a Detractor) to a high of 100 (if every customer is a Promoter). Promoters (score 9-10) Detractors (score 0-6)
Point of Sale System… the most common type of client source system for retailers.
Dividing data by revenue into 5 equal groups or quintiles" - 20% of your clients will typically drive 80% of your revenuetherefore make sure you are focusing on your top quintiles
the timing of a dataset, describing how frequently the data is updated.
Recency, Frequency, Monetary is a standard customer behavioral valuation score. We have a standard implementation of RFM that is applied for all clients.
software as a service. In our business, our clients access AS360 and gain access to services without any application installation required.
related to a dataset, scope defines parameters around the dataset that limits the data. For example, scope may be set for a single client and include all customers and all of their transactions.
Demographic: data used for segmentation that is descriptive about the customer e.g., age, income range, presence of children, etc. Behavioral: data used for segmentation that describes how customers behaved. Typically these are derived from transactions, email actions, web site actions, and other actions. Aggregates are included. Geographic: data used for segmentation that can determine distances between two places (e.g., the customer's primary address and a store or ski resort). Can also be used for heat map analysis.
More commonly known as "Source Type", this is a meta-data field which is present in every row of every clients' CDP. This field typically displays the type of system the data is coming from. Common values for this field are things like "Contests","RTP","Siriusware" and "Springer Miller"
Also referred to as "Campaign", this is a meta-data field which is present in every row of every clients' CDP. Source Name/Campaign must begin with a year (in YY, YYYY, YY/YY or YYYY/YYYY format) and is the most granular of the meta-data fields. Typical values are "YY Transactions", "YY Email Signup", and "YY Lift Scans" See article on source data to learn more.
Sometimes referred to as "Source", this is a meta-data field which is present in every row of every clients' CDP. This field typically displays the type of system the data is coming from. Common values for this field are things like "Contests","RTP","Siriusware" and "Springer Miller"
in AS360 we have a set of standard Aggregate fields that we can think of as Standard Analytics – those “out of the box” . These include life-time spend, RFM, and other measures.