Terms and abbreviations

Glossary of Terms

Term	Description
Communication Channel	Channel via which a brand can communicate with customers related to promotions or transactions. Example: SMS, Email, WeChat, Line, Mobile Push.
Custom Dimension	A specific dimension created through banding on dimension tables. For example, recency can be created on the user dimension by applying banding on `user.last_transaction_date`.
Customer Segmentation	The process of logically grouping customers based on shared characteristics, enabling brands to tailor marketing effectively. Typically done using demographics or behavior to drive personalized strategies.
Dimensions	Metadata associated with events. For example, transactions (fact) of a specific store, or registrations (fact) on a specific date. Here, store and date are dimensions.
Facts	Consist of event data like transactions, points awarded/deducted, customer registration, slab upgrades, etc. They are the measurable aspects of business processes.
KPI	Key Performance Indicators are metrics reflecting how well an organization achieves key business objectives. Examples: % sales, average transaction value, average basket value.
Metric Dimension	Banding on measurable columns like bill amount and discount.
Migration Chart	A chart type that helps track user movement across slabs or segments over time.
Non-SCD	Non-Slowly Changing Dimension. It maintains only the current snapshot of customer data, without tracking historical changes.
NPS	Net Promoter Score = (Promoters − Detractors) / Total NPS responses.
Report	A combination of charts offering insights based on selected KPIs and Dimensions.
SCD	Slowly Changing Dimension. Tracks customer behavior over time and maintains historical changes, typically used in migration charts.
ETL Sync	ETL (Extract, Transform, Load) sync pulls data from OLTP systems, transforms it, and loads it into OLAP systems, typically overnight. Enables daily refreshed data for analytics like audience lists and reports. OLTP = transactional DB, OLAP = analytical DB.