Loyalty Glossary
Overview
The purpose of this document is to provide definitions for various terms and assets used throughout the Cheetah Loyalty application.
Terms and Definitions
The following table lists many common terms used in the Loyalty platform.
| Terms | Definitions |
|---|---|
| Activity | Any event or action performed by a Member that can be captured and tracked by the Loyalty platform, such as a purchase or enrollment, for example. Some Activities are included in a standard system configuration, and custom Activities can be defined by your Services team as part of a program-specific implementation. |
| Audience | A set of Members, usually determined by a Segment, that represent the intended recipients of a Message. |
| Award | An entity indicating when a Reward is automatically granted to a Member for free, without the Member having to spend their Metrics on it. The Award associates the Reward details with the Member. |
| Badge | An achievement with defined criteria that a Member must complete in order to earn. Clients can utilize different levels of Badges, allowing Members to accomplish further achievements in order to progress to higher levels. |
| Business Unit | A logical division of an organization, such as a brand or franchise. Within Loyalty, Business Units can be used to partition, or compartmentalize, the client's data. |
| Campaign | An entity that can include a specific marketing objective, targeting rules, Offers, Placements, and Messages. The typical usage of a Campaign is to rank Offers intended to achieve a particular business objective, such as signing up new members, increasing purchase frequency, or encouraging redemptions. |
| Certificate Code | A unique, single-use code that is distributed to a Member through an Offer or Reward, who can then redeem the Code in exchange for something of value, such as a discount, gift, or other promotion. |
| Challenge | An entity designed to let clients engage their Members by presenting them with a "call to action." Challenges are used to encourage Members to perform some activity (such as a social media post or a survey) on behalf of the brand. In exchange for completing the Challenge, the Member will typically receive a Reward. |
|
Communication Preference |
A Member Attribute used to manage a Member's Opt-in / Opt-out status for a type of communication. When deploying a Message, Loyalty will check the designated Communication Preference to determine a Member's eligibility to be contacted. |
| Content Editor | Loyalty's built-in editing tool used to enter or configure the content in a Content Object. |
| Content Object | A type of Loyalty entity that supports content configuration (for example, Challenges, Offers, Reward, and Messages). Content Objects support the use of Content Templates and Layouts, and can be used to display images, text, links, etc. to Members. |
| Content Page | A dynamically-generated HTML page used to display Loyalty resources, such as Offers, Challenges, and Rewards. Optionally, Content Pages can require Member authorization to access. |
| Content Template | An HTML document that describes the format and presentation of a Content Object. It can include one or more Layouts. |
| Content Token | A textual representation of an Attribute used in personalizing Messages or other Content Objects. When using a Content Token, the platform will populate the Token with a value pulled from an Attribute in the database. |
| Coupon | A type of Offer that describes a discount that can be applied to a purchase. |
| Earn Rule | A type of Rule that applies changes to a Metric based on Activities processed by the platform. The Earn Rule describes the Activity type to process, the (optional) conditions to evaluate, the calculation of the Metric, and the Metric to award. |
| Effectivity Period | A date range that controls when a Loyalty entity is considered actively in use. Clients can define the Effectivity Period as "always" (meaning it never expires), through the use of a start and end date, as a time period relative to some starting point, or using a recurring schedule. |
| Eligibility | The conditions under which Members or Locations will have access to a particular Content Object. Many Loyalty entities allow clients to explicitly include (or exclude) Members or Locations. |
| Gift Card | An entity that represents a digital form of a physical gift card. The entity stores a monetary value that can be used as a form of payment in loyalty Programs. |
| Layout | A form factor used to control the presentation of content within a Content Object. A Content Template typically contains one or more Layouts that are used to configure the arrangement of content in different contexts. |
| Limit | The maximum number of "instances" of a Content Object that are available for Members to earn or receive. A Content Object that still has instances available within its Limit is called "Respondable." |
| Location | Another way to refer to a Place. |
| Lookup | A custom table in the Loyalty data model used when there's a need to store data not included in the default Loyalty data model, such as for reporting or segmentation use. |
| Member | A consumer who has enrolled in a loyalty Program, and who has a record within the Loyalty database. |
| Member Attribute | A field within a Member Profile, used to capture and store details about a consumer, such as demographic details and address information. |
| Member Preference | A field within a Member Profile that supports the use of images to describe a value that can be selected. You can select one or more values for a Member Preference (unlike a Member Attribute, which can store only one value). |
| Member Profile | A collection of demographic attributes, preferences, and other Member-related information stored within the Loyalty database. |
| Message | A communication sent from Loyalty to Members via a marketing channel, such as Email, SMS, or Push Notification. |
| Metric | A counter to track values that can be incremented (or decremented) over time using Earn Rules. A simple example of a Metric is "Points" that can be accrued, spent, and expire. The Metric could also be something more abstract like "miles" for an airline, or "visits" for a store. |
| Newsfeed | A Program-specific, Facebook-style feed used by clients to share content with Members. Newsfeeds support posts, comments, and likes. Newsfeeds can be configured as a one-way communication method, where Members are not allowed to post or comment, or as a public forum where Members can contribute. |
| Offer | A general-purpose Content Object, designed to let clients present promotions, discounts, special deals, and advertisements to their Members. Typically, Offers are given to Members for free, as opposed to a Reward, which a Member must earn. |
| Offer Response | A record representing a single instance of an Offer. The Offer Response ties together the Offer details (discount amount, expiration date, etc.) with the Member who received it. |
| Order | An entity that embeds a Purchase activity, and is used to facilitate the management of orders. Orders are composed of a system-generated identifier, and information about the purchase, such as the location, date, status, and items. |
| Place | A geographical location, such as an address, name, phone number, or other metadata. Places can be used to define the Eligibility of Loyalty entities. Also referred to as a "Location" within the platform. |
| Placement | Logical destination for Offer content within a Campaign, such as web, mobile, etc. The Placement provides a reference for the location where the Offer content will be available. |
| Program | The definition of the client's loyalty system and business strategy, encompassing all the Rules, configurations, metadata, preferences, Metrics, and functions that are defined within the Loyalty platform. |
| Punch Card | An entity that represents a digital form of a physical punch card. The entity tracks programs against a goal, by describing a number of items (or "punches") that must be completed for the Member to earn an Offer or Reward. For example, "Buy 10, get 1 free." |
| Rank | Loyalty allows you to place multiple Offers or Rewards within the same Placement. A Rank is a value assigned to these Content Objects, so you can control their position with displays and API responses. |
| Redemption | An entity created when a Member purchases or earns a Reward. The Redemption ties together the Reward details with the Member who purchased it. |
| Respondable | A Content Object that still has instances available within its defined Limit, so that Members can still earn or receive it. |
| Reward | An entity representing something that a Member can purchase by redeeming their Metric, or by completing some achievement, like a Challenge. The platform supports a variety of Reward types, such as Gift Cards, Badges, and Coupons. |
| Rule | A procedural / declarative description of how to apply some logic to an operation that's happening in the system. The platform supports a variety of Rules, including Earn Rules, Tier Rules, and Triggered Actions. |
| Scheduled Job | A process that runs based on a predefined schedule. The Scheduled Job can be used to execute a wide range of actions, such as updating a Member Profile, deploying a Message, or sending an API request. |
| Segment | A definition based on Member demographic or behavior criteria that describe a sub-set, or group of Members. Segments are used to target Messages, and to define the Eligibility of Loyalty entities. |
| Tier Rule | Tiers allow a client to organize Members by status, as measured by the attainment of certain Metric thresholds. Tier Rules are a type of Rule that define what threshold a Member must achieve in order to advance to the next Tier. The platform supports Basic Tier Rules (represented as a Tier Table) and Advanced Tier Rules used to extend the Basic Tier Rules. |
| Tier Table | A representation of a client's Basic Tier Rules. Each row in the Tier Table represents a Tier, and each column represents a condition that a Member must achieve to progress to that Tier. |
| Triggered Action | A type of Rule used to monitor changes to a Member, and to execute a specific action when a condition is satisfied. |
| Visitor | A Member Attribute that indicates whether the consumer is fully enrolled in a client's loyalty Program. When the value of Visitor is "true," the Member has not fully enrolled. |
| Wallet Pass | An entity that describes membership program details that the Member can download to their smartphone, then display at the point of sale. |