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Glossary

Use this glossary to quickly understand key features and terms in Apteco Orbit in an alphabetical list.

Terms and definitions

Term Definition
Apteco CDP A customer data platform that consolidates multiple data sources into a single dataset using matching and deduplication. It creates unified customer records to support analysis and campaign activity in Orbit within the Apteco Cloud.
Apteco email Built-in email marketing functionality and channel that provides native email creation, personalisation, delivery, and tracking capabilities.
Apteco SMS An SMS messaging service in Orbit that lets you create, personalise, and send targeted SMS campaigns. Supports scheduling and tracking, with international delivery and compliance features.
Audience A specific group of customers or prospects that you target for your marketing campaigns. You can build and refine audiences using comprehensive selection criteria.
Audience look-alike Advanced functionality that identifies potential new customers by analysing attributes and behaviours of existing high-value customers.
Audience split Campaign feature that divides audiences into different segments for testing or personalised messaging strategies.
Calculated measure Custom calculation created in Orbit dashboards using basic operators to combine variables or counts, often used to show ratios or KPIs in visualisations.
Campaign A coordinated marketing effort that includes multiple touchpoints and communications through a customer journey designed to achieve specific business objectives.
Campaign monitoring Real-time tracking interface that displays campaign performance metrics, engagement rates, and overall effectiveness as campaigns run.
Campaign overview Dashboard view that presents campaign status and statistics including number of deliveries, communications, channels, and performance metrics.
Channel The various mediums used to broadcast your marketing communications through campaign journeys.
Channel editor The channel editor is where you set up new or manage existing channels for campaigning.
Collection Organised groups of related content, data, or campaign elements that you can create and manage within Orbit.
Communication history Detailed record of all customer interactions and message deliveries maintained for campaign analysis and compliance.
Connect Data integration component that handles uploading, processing, and structuring of marketing data to build your Orbit system.
Constraint Settings applied to a campaign or triggered event to manage the pace and volume of your communications in order to prevent overwhelming your audience or your system.
Contact property Type of variable used to personalise your email templates directly.
Content field Field used when setting up personalisation in a channel message step in a campaign journey. These can be variables, expressions, text fields, etc.
Cube Multi-dimensional data structures used in dashboards and audiences to analyse and visualise complex datasets.
Dashboard Interactive data visualisation tool that presents your marketing data in charts, graphs, and other visual formats. Use dashboards to analyse performance, create reports, and build audiences based on your data insights.
Dashboard filter Interactive control that manipulates the information displayed on your dashboard and tiles by applying specific criteria.
Dashboard quick search Search feature that filters across multiple text variables simultaneously in a dashboard, returning records where any search terms match.
Data grid Dashboard tile that displays table data and columns from selected tables and their parents in either grid view or page view format.
Data mapping Configuration process that defines how data from your data sources appear and function within your Orbit system.
Data source The connected origin of your marketing data used to build an Orbit system, such as files, databases, cloud storage systems, and external integrations.
Drilldown Interactive title analysis capability that lets you explore data in greater detail by clicking through different levels of information in your dashboards.
Email builder Drag-and-drop tool that creates email templates with comprehensive content elements and customisation to use in your campaigns.
Expression Advanced formula used in filters and calculations for both numeric and text operations in audiences, dashboards, and campaign personalisation.
Expression measure Calculation that creates values for tables, cubes, or visualisations wherever a measure is needed.
FastStats Apteco's core analytical engine that powers data processing and audience selection capabilities.
Filter Selection tool that narrows down your data views to focus on specific segments or criteria.
Folder Campaign organisation system that enables movement and renaming of campaigns for easy management.
Form builder Design tool that creates web forms to collect visitor information on landing pages and other digital touchpoints.
Goal Measurable overall objective that you set for a specific campaign, such as achieving specific sales targets or driving website visits within defined timeframes.
Image gallery Storage area where you manage, edit, and delete images used for all your email and form templates.
Interaction split Campaign feature that creates different paths based on how recipients engage with communications and calls-to-action.
Journey A sequence of communications, decision points, and interactions created in the journey builder that guide customers through your marketing campaign.
Landing page Standalone web pages designed to convert visitors into leads or customers, focusing on single objectives.
Limit Restriction applied at the target segment level or to each individual segment within your target audience to control the number of individuals included.
Look-alike analysis Analytical process that identifies potential customers who share characteristics with existing high-value customer segments.
Loop Journey structure where a redirect section sends contacts to another redirect section and then back around, ensuring continuous re-evaluation of conditions.
Map Dashboard tile that displays categorical data using shaded areas to represent values. In audiences, maps show how a group compares to the overall population across locations.
Multi-dimension chart Visualisations in both dashboards and audiences that display data across multiple categorical variables simultaneously for complex analysis.
Number tile Dashboard tile type that displays single value measures as counts or calculated aggregations, with customisable formatting options.
Objective A specific goal set for individual messages within a campaign that can contribute to a broader campaign goal or split audiences based on success criteria.
Pareto chart Specialised visualisations combining column charts and line graphs to identify top performers and cumulative percentages.
Path Specific route that contacts follow between steps in a campaign journey.
PeopleStage Separate Apteco product that integrates with Orbit for advanced campaign orchestration and communication history tracking.
Personalisation The process of customising marketing messages using recipient-specific information such as names, preferences, or behaviours to create more relevant and engaging communications.
Personalisation split Campaign feature that creates different message variations based on individual customer attributes or behaviours.
Quick message Campaign type that sends immediate, single-stage messages to selected audiences from an external list without building full campaign journeys.
Redirect section Structured stage within a campaign that organises complex customer journeys by grouping related logic and actions together.
ROI number card Dashboard tile that shows a calculated Return on Investment figure based on a defined investment amount and with an easy-to-use interface.
Single-dimension chart Visualisation that displays data across one categorical variable.
SMS builder Tool used to create personalised SMS message templates.
System build Configuration process that creates and sets up a data system using selected tables and defined relationships before deploying the system.
Tabbed dashboard Dashboard format that distributes your data across multiple tabs, with each tab displaying up to fifteen tiles.
Template builder Creation interface that contains tools for building emails, SMS messages, forms, and landing pages.
Text tile Dashboard tile type that displays free text to provide context and explanations alongside your data.
Tile Independent information display on your dashboard that visualises specific aspects of your customer data.
Tile filters Specialised filters that apply different data criteria to individual dashboard tiles for comparative analysis.
Time delay Journey step that creates a pause between stages in a multi-stage campaign journey.
Transactional campaign Campaign tool designed for delivering relevant communications to customers by targeting specific transactional activity.
Triggered event Automated campaign actions that occur when specific conditions or customer behaviours are met.
UTM codes Tracking parameters added to URLs for measuring campaign effectiveness through the Google Analytics integration.
Venn Circular diagram visualisation that provides a colourful, graphical representation of how data interrelates across multiple sets.
Visualisation Visual presentation format that displays data as charts, graphs, and interactive displays in dashboards and audiences.