Glossary

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

A

Address Correction

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.

Aggregated Variables

Ascent360 defines and describes the Aggregated Varibles in it's product. See Dervied Variables and Aggregates Article for details

Aggregation

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”.

API

the data collection method we primarily use to extract data from our client’s systems.

Ascent360ID

This is the unique identifier for individuals in an Ascent360 database. Also referred to as "LTGID"

Audience Selector

Ascent360 tool to create lists of individuals or addresses from the CDP

B

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."

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.

Business Intelligence

industry standard term for reporting and analytics tools. Our current BI tool is YellowFin, a third party BI application.

C

Campaign

1. A group of individuals created with the Campaign Manager tool
2. Another term for "Source Name" in some areas of Ascent360

Campaign Manager

Ascent360 tool that allows you to combine audiences (created in Audience Selector) for more complex queries.

CDP

Customer Data Platform

Client View

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.

Cloud-Based

the access of AS360 via internet connection.

CPM

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.

CRM

Customer Relationship Management system. Sometimes a client source system. But a common question related to CDP… what’s the difference?

Custom Analytics

in AS360 and our BI data we enable customer calculations of transaction data.

D

Data Management

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.

Data Warehouse

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.

Demographic

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.

E

ETL

Extract, Transform, Load. The software processes that typically are used for loading data.

F

FTP

when API isn’t available, we use File Transfer Process to receive and process files from the client source system.

Fuzzy Logic

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’

G

Geographic

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.

Grain

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.

I

Integrations / Integration Partners

The system vendors that our clients use for their POS, CRM, and other source systems.

L

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.

Location

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

LTGID

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)

M

Matching

the process of matching incomplete customer data to existing customer records in our customer master database.

Metadata

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).

N

NCOA

National Change of Address, a service we use to update customers addresses who have submitted a move request from one address to another.

NPS

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)

P

POS

Point of Sale System… the most common type of client source system for retailers.

Q

Quintiles

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

R

Refresh Intervals

the timing of a dataset, describing how frequently the data is updated.

RFM

Recency, Frequency, Monetary is a standard customer behavioral valuation score. We have a standard implementation of RFM that is applied for all clients.

S

SAAS

software as a service. In our business, our clients access AS360 and gain access to services without any application installation required.

Scope

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.

Segmentation

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.

Source

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"

Source Name

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.

Source Type

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"

Standard Analytics

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.