Reference: Terminology

Term  Description More information 
Visitor A person that has interacted with your company at least once through any channel.  Contacts: Know your audience
Contact  A person that has provided their email address as identification by filling out a form, registering on your website, and so on. Contacts: Know your audience
Interaction  An activity that the visitor completes via any channel, for example, visit a landing page or downloading a whitepaper.  What visitor activities do I track
Persona 

In marketing terms, a persona is a fictional character type that represents real customer needs, feelings, and common behavioral patterns. Using personas, you group visitors by common characteristics - demographic or behavioral. For example, you can group visitors by role - GamerIT professionalSales Person , and so on. You can also group by interactions or personal information, such as  gender, age, interests, and so on.

Personas: Profile your audience
Persona scoring rule  Encapsulates an interaction, or activity, that a visitor completes on your site. Rules thus consist of the interaction definition and how many points towards a persona a visitor scores by completing this specific interaction.  Persona scoring rules
Lead scoring 

In marketing terms, a lead is a person who has a potential to buy the product or service you are offering. Lead scoring is a methodology to rank your contacts into stages (or groups), based on their interest in your product and their readiness to buy.

Lead scoring: Align marketing and sales
Lead scoring type  A subset of visitors that share similar behavioral patterns that you relate to readiness for further engagement.  Lead scoring types and stages
Lead scoring type stage  Levels of engagement of lead scoring types. Visitors score points to pass stages' thresholds.  Lead scoring types and stages
Lead scoring rule  A score of points that capture the lead’s readiness to convert to different conversions you defined.  Lead scoring rules
Conversion 

A conversion in marketing means when a visitor on your site completes an action (conversion event) you intended them to complete, for example, request a demo, buy a product, sign up for a newsletter, and so on.
Usually, when you want to track a conversion, you define a segment of visitors to track. For example, if you are a salesperson responsible for the city of Boston and you want to gauge the success of your marketing efforts to sell a product, you define a segment of visitors that live in Boston.

Conversions and touchpoints: Measure rates and attribution
Conversion event

Specifies when conversion is accomplished. Consist of an action a visitor completes and an additional clarification, that is, the object upon which the action occurs. For example, your intended goal of the conversion definition is to make visitors download a whitepaper.

Conversion events
Conversion rate  Indicates what percentage of visitors that actually converted, according to the conversion definition and for the specified conversion window. Conversion rate of visitor segment = Visitors that converted / Visitors in visitor segment.  Visitors and conversions
Conversion window

The time period, counted from the date when conversion was defined, for which data for a this conversion is tracked.

Conversion window
Touchpoint 

Represents an interaction or group of similar interactions which visitors complete, or hit, on your site. It is any digital asset or interaction marketing executives want to track to measure marketing attribution.

Track touchpoints and measure attributions
Attribution A ratio representing a how much a touchpoint affects conversion and how they are related. Attribution ratio = (Conversion rate of touchpoint visitors / Conversion rate of visitors in visitor segment) – 1  Track touchpoints and measure attributions
Visitor segment

A group of visitors that share similar behavioral patterns, based on historical data.

Segment visitors
Campaign 

In marketing terms, a campaign is a dedicated effort to engage your customers in a meaningful way, so that you increase conversions for a specific conversion tracking.

Campaigns: Optimize the customer journey
Campaign recommendation
A pair of a dynamic behavioral segment of visitors, based on historical data, and the "best next experience" which is recommended for this segment. The recommendation includes a prediction of the potential increase in conversion rate and the maximum number of new visitors which would convert, all things equal. 
Campaigns recommendations
A/B test

A/B testing is a widely-used web analytics technique of optimizing the content of your website and increasing conversions. The technique randomly serves two or more versions of the same page and tracks how each of the them affects a predefined conversion.

A/B testing: Take data-driven marketing decisions for conversion rate optimization
Progress Sitefinity Digital Experience Cloud connector 

A Sitefinity CMS module that lets you connect your Sitefinity CMS instance to Progress Sitefinity Digital Experience Cloud. Once you connect to a data center, you can track and sync data between Sitefinity CMS and DEC.

Connect to Digital Experience Cloud
Administration dashboard 

In the dashboard, you manage your account and its data centers and maintain the system. You can also invite users who need to activate their accounts.

Data centers: Manage and administer data
Data center 

A data center is the entity, for which you report data in DEC. You can have multiple data centers. For example, the www.progress.com website has a dedicated data center, which hold all data collected from the site. In addition, there are dedicated data centers for each Progress product site, for example, for www.sitefinity.com. Thus, data is reported, processed, and viewed separately.

Each data center has a unique associated API key that you use to relate the reported data to this specific data center.

Overview: Data centers and data sources
Data source

The data source is a system that provides visitors' data, both behavioral and demographic, to DEC. A single data center can have more than one data sources, designating where data comes from, for example, CRM systemHR systemCorporate website.

Data sources

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