Main terms

Customer profile

Set of information about customer. Customer profile contains the following:

  • Customer attributes (for example, first name, phone number, gender, location, exterior metrics);

  • Customer transaction data (purchase or service order history);

  • Customer-related events (calls to the call center, visits to the website, etc.);

  • Metrics calculated by the Platform (quantity of orders, average customer receipt, last order date, RFM segment, etc.).

Segment

A set of rules that forms an array of customers united by a feature or set of features.

Segment examples: one-time customers, spenders, residents of Praga, buyers of tooth powder 30+ years old.

For each segment, the Platform stores selection rules of customer profiles and the current values of segment metrics: number of profiles, average receipt, LTV, etc.

An example of selection rules:

  • client.order count=1;

  • client.M-segment=5;

  • client.city='Praga';

  • client.checks[].category='toothpowders';

  • client.age >= 30.

The segments are recalculated several times a day.

Tag

Tagging allows you to create a named list of customers.

For example, you can select all customers who bought a laptop in 2019 and tag them "Laptop 2019".

More details about tagging.

Bulk mailing

A one-time task for the Platform to select customer profiles from specified segment and send them specified message. Today it includes: e-mail, SMS/Viber, push mailings.

Campaign/Communication chain.

A graph, describing the rules of interaction between the Platform and customer profiles. Campaigns are automatically executed by the Platform at regular intervals (once a minute, or less frequently).

Example of campaign:

  • if a customer has placed an order, wait an hour;

  • send him/her an email;

  • wait 3 days;

  • if the letter was not opened, then send him/her SMS.

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