Basic Concepts

Have we already mentioned that we are so excited to see you here? If not, let us take this chance and welcome you once again to Insider's Growth Management Platform!

First things first: Before we start learning about Insider products, let's get familiar with some terms and concepts that you will come across a lot.

A/B Testing

A/B testing method helps you compare two versions of your web page or app against each other. This test might conclude with one version performing better.

App Push

App push notifications are actionable bite-sized messages that are sent through a mobile app onto a user’s device.

Application Programming Interface (API)

API is a computing interface that you use to define interactions between multiple applications.  

Architect

Architect is an AI-backed omnichannel journey builder that enables you to orchestrate high-performing customer journeys that understands each customer’s activities on every platform connected with a rich unified customer database.

Average Order Value (AOV)

Average order value is calculated based on the ratio of the total revenue gained by any group of your personalization to the conversions of that group.

AOV Uplift

This uplift is calculated based on the difference in average order value between the test group and the control group.

Bounce Rate

Bounce rate is used to calculate the ratio of the users who leave the site without viewing any other pages.

Call to Action (CTA)

A call to action drives users to take the desired action on a website. It can be a button or a prompt. 

Click-Through Rate (CTR)

CTR is the number of clicks divided by the number of views of a campaign.

Conversion

This metric shows the number of completed goals at a variant of a campaign. This goal can be a transaction, form submission, etc.

Conversion Rate

This metric indicates the percentage of your visitors who complete the goal for your campaigns..

Conversion Rate Uplift

This uplift is calculated based ın the difference in conversion rates between the test group and the control group

Executive Summary Dashboard (ESD)

Executive Summary Dashboard is a comprehensive dashboard to track all the key ROI metrics such as incremental conversions, purchases from clicks, average order value (AOV) uplift, and more that matter most to the business decision-makers.

InApp

InApp messages can be considered a more direct way to engage with the app users. That’s because, unlike push notifications where you try to draw user’s attention to use the app, you’re communicating with the user while they are active in the app.

Incremental Conversions

Incremental conversions are extra conversions from personalization campaigns versus control group.

Incremental Revenue

Incremental revenue is extra revenue from personalization campaigns versus control group.

Impressions

Impressions are the number of visitors who have been in any group of the personalization. The impressions for variation and control group are represented separately.

ins.js 

Insider tag is also known as ins.js. Insider Tag Integration (ins.js) is required to keep track of user behavior such as purchase data and visit history on your website.

Insider Object (IO)

Insider Object is a JavaScript object that enables your website to work much more accurately with Insider products. Insider Object does not call Insider Tag or vice versa. It must be implemented on the website along with the Insider Tag.

IP Warm-up

Every time you add a new IP address to your account, it starts off without a reputation among internet service providers, which is known as ‘a cold IP.’ To build your reputation, you need to warm up your IP through the practice of increasing your email sending volume and following a pre-planned schedule.

Push Notifications

Push notifications are messages that you can send directly to a user's web browser or mobile device. 

Return on Investment (ROI)

ROI helps you understand if your investment in your strategy performs well. 

Segmentation

Segmentation is the process of dividing a broad consumer group into sub-groups of consumers based on some type of shared characteristics such as age and device type.

Significance

Significance is a global statistical term used for A/B Testing reports. It determines whether a report is reliable to take an action depending on it. Significance depends on the size of the experiment, meaning the number of impressions, and the difference in the performance, in other words uplift.

Social Proof

Social Proof is a proven way of scarcity marketing to let users understand how many people are viewing a product or a page. 

spUID

spUID is an identification number that holds the unique identifier of each user who visits your website.

System Rules

When you integrate Insider Tag on your website, Insider team will probably tell you that some system rules need to be defined for your website. But you might ask yourself what system rules are. These rules are JavaScript functions that are defined to map out your website. Thanks to these rules, we can track user actions and behavior such as what type of pages they visit, which products they view or add to cart, if they complete their transaction, how many categories they visit etc.

Time to Live (TTL)

TTL refers to the ‘expiry time’ of a push notification, until which the system keeps attempting to deliver the push notification to an offline or temporarily unavailable user.

Traffic Allocation

Traffic allocation is the percentage of eligible traffic that enters your experiment.

Two-Factor Authentication (2FA)

Two-factor authentication enables you to add one more layer of security to your user ID besides password such as smartphone or security device confirmation.

Unified Customer Database (UCD)

UCD is the core customer data platform (CDP) technology in all Insider products enabling them to operate on the same customer behavior history which can be obtained from online channels and from any third party tool such as CRM API or any offline channel such as a call center that you can connect to UCD.

Webhook

Webhooks are typically used to connect two different applications. When an event happens on the trigger application, it serializes the data about the respective event and sends it to a Webhook URL from the action application