Architect Glossary

These terms might help you as you begin your journey on the Architect.

Attribute

Attribute is a status or property that a user can have. In other words, it refers to users' detailed information that can help you understand user personas, introduce high-level segmentation, and personalize your messaging.

Canvas

Canvas is an intuitive interface where you can design, set up and evaluate your journey flow with various elements and components.

Channel

Channel is a touchpoint where you can communicate and engage with users.

Condition

Condition is composed of an attribute, event or segment to trigger users into a journey or filter them in the journey, also known as criteria.

Contact

Contact is an uploaded list of users that includes user information such as email, age, subscription date, etc.

Conversion Attribution Model

It is a set of rules that determine how to credit the conversion to the channels when the conversion occurs. For example, the Architect assigns 100% credit to the channel which got interaction (click) lastly among the channels when the conversion occurs.

Conversion Goal

It is the desired outcome that can be configured with default or custom events within a journey.

Dry Run

It is a simulation that enables you to see what would happen if you launched the journey. It is one of the test options before launching your journey. On Dry Run status, real users enter the journey by meeting the starter rule or condition, yet no user receives a message from the channels or no action is taken on any user. This option helps you see how many users enter the journey, how users are distributed on the flow and elements. Also, you can interpret how many users are reachable on a particular channel. Dry run allows you to reshape and redesign your journey before launching it for all users.

Element

Element is a node on the flow that can be considered as a step for different purposes (e.g. channel, checkpoint, starter, etc.).

Event

Event is an action that a user can perform across the website, app, or in an offline environment (e.g. viewing a product page). Events help you track what users do. Moreover, you can segment and check users' actions with more details. For instance, you can see which product or which category a user visited by the product page view event.

Event Parameter

Event parameter is an event's detailed information. For example, your event parameter can be "shoes" and "color red" when your event is "bought a product".

Flow

Flow, also known as a journey, is a branchable way composed of various elements, steps drawn for the customer journey.

GDPR

The General Data Protection Regulation is a regulation in EU law on data protection and privacy in the European Union (EU) and the European Economic Area (EEA). It also addresses the transfer of personal data outside the EU and EEA areas. The GDPR's primary aim is to give individuals control over their personal data and to simplify the regulatory environment for international business by unifying the regulation within the EU.

Interaction

Interaction is an action that users can perform on the message, banners, or on a campaign such as clicking on the URL, opening push notifications, replying, etc.

Journey

Journey is series of interactions across all platforms to engage with users during their life cycle based on their actions and behaviors.  A journey starts with one of the entry points called starters and branches to different paths according to user behavior and actions with the if/else logic (matching/not matching) by the check elements until the flow ends. Based on if/else logic, desired actions or interactions can be designed wisely. Users enter the journey if they fulfill the starter segment/condition/rule and then proceed on the journey flow based on their actions or properties.

Layer

Layers show how many times a user interacts within a journey, and aim to detect how metrics change when a second message is sent to a user. There can be more than one channel in a layer.

Live Actions

It is a holding point on the journey until the user performs a defined action on a sent message. For example, you can keep users on the flow until they click the Web Push notification.

Opt-in

It is the consent given by the user, acknowledging interest in a product or service and authorizing a third party to contact them with further information (e.g. email opt-in, web push opt-in).

Path

Path is a part of the flow that can be formed after branchable elements such as check conditions, check reachability, check interaction, A/B split, next best channel, etc. Each path has a name as matching, not matching, reachable, etc.

Promotional Use Case

It is the case, also known as a marketing use case, for engaging with users to increasing sales, promoting products, creating brand awareness, etc. User consent (opt-in) is required to sent messages such as cart abandonment, new product announcements, recommended products, birthdays, discounts, coupons, offers, etc.

Segment

Segment is a default or previously created set of attributes, events, contact lists.

Sunset

It is one of the journey statuses that closes the entrance gate to the journey. On this status, no new user can enter the journey. Users who are already in the journey can proceed on the journey flow.

Transactional Use Case

It is the case for messaging which contains the necessary information for users. User consent (opt-in) is ignored to send messages as the user must receive those important messages such as order confirmations with tracking numbers, two-factor authentication, password resets, reservation confirmations, etc.

Trigger

Trigger, also known as starter, is the first step where users can enter the journey. Starters trigger users based on the selected conditions.