Glossary

Action: A specific incentive/offer/reward sent to customers. The Action ID is Optimove's unique ID for each action and is not connected with any ID number outside Optimove. An Action's duration is the number of days during which results for the campaign are measured and during which customers will generally not receive a second/different campaign.
Campaign: An action sent to customers who are members of a particular Target Group on a particular date.
Channel ID: The identifier of a particular campaign execution channel.
Customer ID: The identifier of a customer in your customer database.
Execution Channel: How an Action is sent to a customer. Possibilities include the name of an ESP (e.g., Acoustic, Salesforce Marketing Cloud Email), a message board system, the emailing of a customer list for manual processing, and others.
Lifecycle Stage: The highest level of customer segmentation in Optimove is the classification of customers into distinct lifecycle stages. Typical Lifecycle stages include New, Active, VIP, Churn, and Back from Churn.
Promotion: The reward/discount/incentive associated with a particular action as it appears in your back office/financial system.
Target Group: A Target Group is the specification of which customers will be targeted with a particular action on a particular date. An Optimove user defines Target Groups by specifying one or more customer selection criteria. On a day that a campaign is sent to a Target Group, Optimove dynamically selects the members of the Target Group based on the defined selection criteria.
Value Segment: Value segmentation is the grouping of customers according to their expected future value based on past behavior patterns. Value groups cut across lifecycle stages.