Glossary

A/B test: A journey design that allows you to test the performance of variations of the same communication.

See A/B testing for more information.

Action: The result of a member entering a journey (via a trigger) or moving beyond a rule

See Actions for more information.

Active member: Member who has transacted within the past 12 months

Audience builder: Set of audience filters, blocks, and flexible logic that allows you to construct a campaign audience. Exists within campaigns and separately.

See Creating a campaign and Building a reusable audience for campaigns for more information.

Audience filter: Demographic, transactional, behavioral, and other criteria that determine who a campaign will be sent to

See Audience filters for more information.

Audience profile: A set of demographic and behavioral predictions generated by Movio's Propensity Algorithm™. These are designed to help Movio EQ users determine the best target audience for a film-promotion campaign.

See Audience profile for more information.

Benchmark: A period of time (for example, the prior month or quarter) against which to compare the current date range's results

See the "Benchmark explanations" section of Report-metric definitions for more information.

Campaign: Targeted, one-off communication designed to engage your loyalty members or a contact list

See Campaigns versus journeys for more information.

Churned member: Previously active member who hasn't transacted within the past 12 months

Conditional content: Content that changes depending on conditions set up for a section in a campaign or journey. For example, you could set up different images to appear for a movie for men and women.

See also dynamic content and static content.

Contactable member: Member who has a valid email address and is opted in to receive communications from a synced subscription category

Contact list: CSV (comma-separated-value) file containing email addresses that aren't associated with Vista Loyalty members. The list is uploaded manually or by SFTP or API to Movio EQ for use with campaigns.

See Uploading a contact list for more information.

Control group: A portion of the members in a loyalty campaign that is separated from the recipient list (target group) for the purpose of measuring the effectiveness of the campaign

See Control groups for more information.

Dynamic content: An automatically generated selection of movies that allows marketers to quickly personalize a campaign or journey communication for each recipient

See Dynamic content for more information.

See also conditional content and static content.

First Draft: Configurable, generative AI that can be used to draft a short description for movie content or section text for an email

See First Draft for more information.

Inactive member: Member who hasn't transacted within the past 12 months. It's possible they may never have transacted (been active) since becoming a member.

Interaction: Engagement such as opens, clicks, unsubscribes, and spam complaints

Journey: Recurring, automated communications that are triggered by events such as birthdays, membership sign-ups, and approaching loyalty-level changes

See Campaigns versus journeys for more information.

Journey template: Premade journey (trigger, rules, and actions) for common communications such as when a member has a birthday or membership anniversary

Loyalty code: Code associated with a recognition in Vista Loyalty that allows you to offer a reward in a campaign or journey

Marker: A variable (represented by '@@') that allows you to personalise a subject line, preview text, or other text area in an email. A marker can insert a person's first name, loyalty-level name, or any number of other bits of personal data.

Member custom field: field that is added to the default list in Movio EQ to extend its targeting and personalization possibilities

See Member custom fields for more information.

Member list: Custom list of email addresses and/or IDs that are associated with Vista Loyalty members. The list is used as an audience-filter option for campaigns.

See Member lists for more information.

Metric: A measure of effectiveness (for example, a campaign's click rate or average spend per moviegoer) that is surfaced in Movio EQ's reporting

See Report-metric definitions for more information.

Non-contactable member: Member who either has an invalid email address, or has a valid email address and has opted out of receiving communications from a synced subscription category

Persona: Industry tested moviegoer representation based on a distinct set of behavioral characteristics

See Personas for more information.

Projected churn: Percentage likelihood that a moviegoer will not transact in the next three months

See Projected churn for more information.

Projected CLV: Amount a moviegoer is likely to spend within a defined time

See Projected CLV for more information.

Propensity Algorithm™: Movio's proprietary algorithm that predicts which movie a member is most likely to be interested in

See Propensity Algorithm™ for more information.

Recognition: Reward (other than points) set up in Vista Loyalty

See Loyalty codes: Setting up a recognition in Vista Loyalty for more information.

Rule: A condition or time delay that determines the next action, or the timing of the next action, in a journey.

See Rules for more information.

Section: A building block for emails that appears in the Design stage of a campaign or journey.

Smart filter: Audience filter that makes use of the Propensity Algorithm™, a Movio calculation, or an AI-based feature, such as personas, projected CLV, or projected churn

See Audience filters for more information.

Static content: Manually selected content that doesn't change, regardless of the audience

See also conditional content and dynamic content.

Subscription category: Record that represents the different kinds of subscriptions that are available to your moviegoers

See Subscription categories for more information.

Tag: A way of grouping related campaigns, movies, items, or cinemas together for easier audience targeting, conditional-content setup, searching, and report filtering

See Tags for more information.

Trigger: Event, such as a birthday or new subscription, that initiates a journey

See Triggers for more information.

Uplift: A measure of the effectiveness of a campaign determined by comparing a target group and a control group

See Uplift for more information.

URL parameter: Custom parameter added to a URL in a communication to allow Movio EQ users to identify where the traffic to their website originated from

See URL parameters for more information.

Visit: A collection of all the transactions a moviegoer makes for a particular date. For example, if Michelle purchases a ticket on Monday to the Friday session of Star Wars, and then buys popcorn and Coke at the cinema on Friday, this is bundled together as one visit.