Glossary
The glossary below defines common terms and names used in Persona.
Profile & Segments
Profile
Individual visitor to your website, contact in your list, customer in your store etc. These are persons targeted with your communications. They are defined by different profile properties and sorted into audiences.
Audience
Represents a group of Profiles, for example, "Every Visitor" (default audience) or a specific group of profiles (Segment).
Every Visitor
Default group of profiles in a workspace, it includes every profile who visit your website, whether they are part of a segment or not, and whether they have been identified or not. For example, a brand new visitor that has never visited your website in the past would be included in the "Every Visitor" audience. Likewise, a long time customer in your workspace’s subscribers’ list would be included in the "Every Visitor" audience.
Segment / Audience
A sub-set of the "Every Visitor" audience grouping specific profiles in a “list” based on their individual characteristics (Profile attributes or/and events) compared to characteristics referred to in an audience’s segmentation rules. For example, any profile who purchased at least once, or any profile from Australia, or any profile subscribed to email marketing, etc.
Event & Triggers
Any Visit
Default trigger in every workspace. It is always considered as valid/applying, and as such, it will always trigger campaigns targeting segments whenever possible. Campaigns deliver to profiles when those profiles are on the website. For example, an on-page campaign including a sequence of notifications targeting profiles in a segment of “Profiles not subscribed to email marketing” will automatically trigger as soon as a profile part of the segment “Profiles not subscribed to email marketing” visits your website. As Persona develops, new Triggers will be added. Share your ideas with us!
Workflow
Workflow
A specific combination of Audience/Segment and Trigger in a workspace, to which one or multiple campaigns can be attached in order to activate those campaigns for specific profiles via specific communication channels. Individual workflows define the “who”, receives “when” through “which channel”. All possible combinations of Audiences and Triggers in your workspace are defined as your workspace’s workflows.
Workflows Dashboard
Persona dashboard on which you can see some/all of your workflows, attach/detach campaigns from a specific workflow, and enter specific campaigns in order to define their content.
Workflows Focus:
Workflows dashboard option allowing you to focus your attention on one very specific Audience or or one very specific Trigger. Focusing on one specific audience hides all other audiences from the workflows dashboard. On the other hand, focusing on one specific trigger hides all other triggers from the workflows dashboard.
Campaigns and Sequences
Campaigns
Campaigns are groups of sequences and page sections that are set to activate when profiles of a specific segment achieve events matching a specific trigger, allowing them to be targeted by communications including messages, pop ups and website blocks via the relevant channels (also known as a workflow).
Sequence
A series of “Actions” (i.e: communications) and “Timing and Logic” (i.e: delays) elements set to deliver to profiles through on-page or off-page channels when this sequence’s campaign is activated by a workflow. One entire journey of a “profile” through different steps of a sequence (from its starting point to an exit point) is known as a Sequence Instance
Communication
Type of action block that can be added to Sequences, including content designed to communicate messages and offers to profiles targeted by campaigns. Communications can tailored to different channels, whether they are on-page (notifications, pop-ups, website blocks, etc.) or off-page (emails, SMS, push notifications, etc.).
Channel
Individual communication methods that can be leveraged to communicate with an audience. Persona supports 3 different channels: notifications, pop-ups, page sections.
Timing and Logic sequence blocks
Time Delay
Type of Timing sequence blocks that can be added to Sequences in order to separate other blocks (i.e: Communications) by a number of seconds, minutes, hours, days or weeks.
Go to
Type of Logic sequence blocks that can be added to Sequences in order to have sequence instances continue by sending a profile within a sequence instance back to a previous block in the sequence.
Communication sequence blocks
Pop-up
Type of On-page Communication sequence block allowing to compose a pop-up modal appearing on your website. This type of channel is typically used for major announcements due to its disruptive nature (it appears in the middle of the page and requires a click to be discarded), or in order to have visitors fill in a form (for example, inviting them to subscribe to email marketing). Persona Pop-ups appearing on your website automatically prevent other Persona pop-ups from appearing.
Notification
Type of On-page Communication sequence block allowing to compose a small notification modal appearing on one of the corner of your visitor’s screen. This type of channel is typically used for small messages due to its size (it includes a text block and an image block at most). Unlike pop-ups, notifications do not disrupt visitors’ sessions (notifications appearing automatically disappear after a few seconds, and do not prevent visitors from clicking elsewhere on your website). Persona Notifications appearing on your website automatically prevent other Persona Notifications from appearing at the same time.
Page section elements
Website space
Individual area of your website where a website block (i.e: a hero image; a group of products; a piece of text including an offer) from your Persona workspace can appear when a visitor browses the page where the website space has been added, provided that this user is being targeted with a campaign that has a website block assigned to that website space. Website spaces can be embedded on your website by adding a unique <div> HTML code to a page, multiple pages, or the theme of your website.
Website block
Type of On-page communication that can be assigned to a website space in order to appear as a section of any of your website pages. This type of channel can be used for a very wide range of use-cases such as embedding a sign-up form in multiple pages, showcasing a hero section at the top of a website page, inserting banners in strategic sections of a blog post, inserting extra information or offers within product page descriptions etc. Website blocks can be associated with website spaces by adding page sections in campaigns, and then assigning website blocks to those website spaces.
Composer & Content blocks
Composer
Communication asset creator allowing to design different messages that will be displayed through channels such as notifications, pop-ups, website blocks, emails, SMS etc. Persona’s composer options are roughly the same for all communication types. However, some content block types will not appear as available options when designing communications for specific channels that aren’t fit for such use-cases. For example, sign-up form blocks aren’t available when designing on-page notifications, but are available when designing pop-ups and website blocks.
Content Block
Content blocks are elements that can be added to your communications’ content via the composer by dragging & dropping content blocks from the Content side panel to your communication. Content blocks cover a wide range of types, from simple text blocks, to images, to videos, to buttons, to forms, to custom HTML. Content blocks can be added directly in communications, or inserted within empty placeholder areas of sections added in your communications.
Rows
Rows are horizontal areas of a communication that group together and organizes multiple content blocks. Using rows, you can showcase more than one content block on the same row. Also, you can create rows that appear only one desktop, and rows that appear only on mobile.
Text toolbar
The text floating bar is a composer element that enables spot edits to communications’ text. Use the text toolbar, to change the color, font, size of your text, or to hyperlink a call-to-action to any URL.
Reporting
Communication Goals
Communication specific metric defining the success of this communication in leading to a result or behaviour. By default, placed an order in the last 5 days.