This glossary is designed to be your primary companion as you begin building stronger, more personalized bonds with your customers through the Insider One’s InOne platform. We recommend reviewing these core concepts before starting your onboarding to ensure a smooth transition into orchestrating high-impact journeys and optimizing your growth metrics.
A/B Testing
A methodology used to compare two versions of a web page or app element against each other to determine which one performs better. By splitting traffic between a "Variant" and a "Control," marketers can make data-driven decisions to optimize conversion rates.
Active User
A user who has engaged with your digital touchpoints (web, app, or email) within a specific timeframe. These users represent your reachable audience and are the primary focus for engagement metrics.
Anonymous User
A visitor who has not yet shared identifying information, such as an email address.
App Push
Actionable notifications sent directly to a user’s mobile device via an installed app. These are critical for re-engaging users who are not currently active in the app and can include rich media or deep links.
Application Programming Interface (API)
A set of protocols that allows different software applications to communicate. Marketers use APIs to sync data between Insider One and external tools such as CRMs and CDPs.
Architect
An AI-backed, omnichannel journey builder used to orchestrate complex customer paths across every platform, powered by a rich, unified customer database.
Average Order Value (AOV)
A metric calculated by dividing total revenue by the number of conversions. It represents the average amount spent by a customer per transaction.
AOV Uplift
The percentage difference in Average Order Value between a test group (exposed to personalization) and a control group (not exposed).
Behavioral Analytics
Behavior Analytics is a data-driven approach to tracking, predicting, and leveraging users’ behavior data within a digital product. It gives insights into the actions that users take, such as clicks, slides, time spent, etc., within a product.
Bounce Rate
The percentage of visitors who enter the site and then leave rather than continuing to view other pages within the same session.
Call to Action (CTA)
A visual prompt, such as a button or link, designed to encourage the user to perform a specific act (e.g., "Buy Now" or "Subscribe").
Click-Through Rate (CTR)
The ratio of users who click on a specific link or campaign to the total number of users who viewed it (Impressions).
Conversion
The completion of a predefined goal by a user, such as a purchase, form submission, or app download.
Conversion Rate
The percentage of total visitors who complete a desired goal.
Conversion Rate Uplift
The measurable increase in conversion rate achieved by a campaign variant compared to the control group.
Custom Opt-in
Custom opt-ins personalize the appearance with their brand elements and explain the value of receiving Web Push notifications. It directly conveys why a user should opt in to receive Web Push notifications.
Data Point
A discrete unit of information collected about a user, event, or product. Multiple data points (e.g., last_purchase_date, favorite_category) are aggregated to build a comprehensive customer profile.
Deep Linking
A specialized URL that directs users to a specific piece of content within a mobile app (e.g., a specific product page) rather than just launching the app's home screen.
Executive Summary Dashboard (ESD)
A high-level reporting interface that tracks key ROI metrics, such as incremental revenue and AOV uplift, for business decision-makers.
Frequency Capping
A feature used to limit the number of times a specific user sees a particular campaign or message within a set timeframe to prevent "marketing fatigue" and improve user experience.
Geofencing
Geofencing is a location-based marketing technique that triggers messages, such as push notifications or texts, when a person’s mobile device enters, exits, or stays within a defined geographic area.
Impressions
The total number of times a campaign or personalization element was displayed to visitors.
InApp
Messages delivered to users while they are actively using your mobile application, offering a direct way to engage without requiring a push notification.
Incremental Conversions
The additional conversions generated by a personalization campaign that would not have occurred without the intervention, measured against a control group.
Incremental Revenue
The extra income generated by marketing efforts, calculated by comparing the spending of the variant group against the control group.
Insider Tag
A JavaScript snippet (ins.js) integrated into your website to track user behavior (e.g., visits, clicks, and purchases) and enable real-time personalization.
Insight Agent
An Insight Agent is an AI-powered assistant that delivers instant, actionable marketing analytics and answers through a conversational interface, eliminating the need for manual data analysis.
IP Warm-up
The process of gradually increasing the volume of emails sent from a new IP address to build a positive reputation with Internet Service Providers (ISPs).
Likelihood to Purchase
The Likelihood to Purchase indicates the likelihood that some visitors will make a purchase within an expected time frame.
Multimodal AI
Multimodal AI is an advanced form of artificial intelligence that can interpret and generate information across multiple data types, such as text, images, audio, video, and sensor data.
Native Opt-in
Native opt-ins are triggered when the browser displays the prompt to seek permission from the user without any context.
Next Best Channel
The Next Best Channel is a predictive segmentation technique that determines the best channel branch among the given channels in the user journey according to the past behavior of the user.
Opt-in / Opt-out
An opt-in is a request that a brand makes of its customers, in connection with its website or mobile device, for access to personal information, device access, and more.
Personalization
Personalization in marketing is the practice of tailoring experiences, messages, or offers to individual customers based on their behaviors, preferences, and needs across all channels.
Predictive Segmentation
Predictive segmentation uses AI to group customers based on their likely future actions. Learn its uses, benefits, and how it compares to other segmentation types
Return on Investment (ROI)
A performance measure used to evaluate the efficiency and profitability of a marketing investment.
Rich Push Notifications
Rich push notifications are push notifications that include rich elements, such as an image, GIF, sounds, video, in-message experience, and simple text.
Segmentation
The strategic process of dividing a broad audience into smaller subgroups based on shared characteristics, behaviors, or demographics to increase message relevance.
Shopping Agent
A Shopping Agent is an AI-powered assistant that helps your customers find, compare, and purchase products efficiently, much like an in-store expert guiding shoppers in real time.
Significance
A statistical measure used in A/B testing to determine if the results of an experiment are reliable and not due to random chance.
SMS Campaign
An SMS campaign is a targeted marketing strategy in which you send promotional or informational messages to a group of recipients via the Short Message Service (SMS).
spUID
A unique identification number assigned by Insider One to identify and track every individual user who visits your website.
Social Proof
Social Proof helps potential buyers make decisions by showing them how others engage with a product or service.
Software Development Kit (SDK)
A software development kit (SDK) is a code (written by a third party) that can be added to existing mobile or desktop apps to supplement their basic functionalities.
System Rules
JavaScript functions defined during integration that map out your website's structure, allowing the platform to track specific actions like "Add to Cart."
Time to Live (TTL)
The duration for which a push notification remains active on the server if the user is currently offline.
Traffic Allocation
The percentage of eligible users who are directed into an experiment or a specific campaign variant.
Two-Factor Authentication (2FA): A security process requiring two different factors to verify identity beyond just a password.
Unified Customer Database (UCD)
A core Customer Data Platform (CDP) technology that aggregates user behavior from online and offline channels into a single record.
User Profile
A User Profile is a collection of demographic information and behavioral data about a particular user.
Web Push
Clickable messages sent to a user's desktop or mobile web browser. They are delivered via the browser's notification service.
Webhook
A method for one application to provide real-time information to another. Data is automatically sent to a Webhook URL to trigger an external action when a specific event occurs.