Olvin Glossary

 

This Glossary defines common terms that you might see as you're working in Olvin, or throughout our Help Center.

 

1. Platform terms and explanations

  

Olvin audience

An Olvin audience is a group of people that you can target based on their real-world behaviour. Just as digital advertising platforms use online behaviour to segment and target people, with Olvin you can use offline behaviour to group your audiences.

 

You can create and customise your audience within the Olvin platform and then send them personalised marketing through online campaigns. It’s our way of bridging the gap between what people do offline, and what they see when they’re online.

 

Olvin allows you to create incredibly specific custom audiences by using filters such as location, demographics, venue preferences, and previously visited venues. You can use multiple filters at once to reach your ideal target audience.

 

Time

Frame or period you can change how you like or think will be best for your audience, where the default set time is past monthly time frame from the current date. With location, time is variable that you need to set up and buy audience. You can change dates further in the past or in the future. “Time” can be found always at the top right corner on “Homepage”, “Areas” and “Venues”

 

Time Range

A set period of time in which covers certain events or in which certain things are expected to occur. A time frame can range from one day to years.

 

Location

Variable that is almost present everywhere on our platform and our main data element. Location can vary from country, to areas, to groups of venue, individual venue to the types of visitors and number of visits. Main constant together with time in order to set up and buy an audience.

 

Filters

Different options to make further segmentation of audience after time and location (e.g. nationality). You can select between base filters and premium filters

 

Base Filters

Default filters based on a location where you can choose between country or area.

 

Premium Filters

Filters that offer more specific targeting by selecting or choosing between types of visitors, dwell time, business, customer journey, venues, demographics...

 

Region

Is a large area of land that is different from other areas of land, for example, because it is one of the different parts of a country with its own customs and characteristics, or because it has a particular geographical feature.  

 

Your areas overview: This map displays the area that has been selected by the drop-down menu. All insights in this section are based on this area.

This map displays all of the locations (areas and venues) that you have linked to your account. Areas are highlighted in blue, while your venues appear as pinpoints on the map.

By clicking one of the pinpoints, you get a short summary of that specific venue, including visitors over this period.

 

Targetable Audience: the number of people that have been seen in all of your areas/ venues during the selected calendar period.

 

Busiest Hour: You will be able to target all people seen in any of your selected areas on the busiest hour during the selected calendar period.

 

Busiest Date: You will be able to target all people seen in any of your selected areas on the busiest day during the selected calendar period.

 

Stayed > 1 hour: percentage of people that have stayed in any venue in the area for at least an hour during the selected calendar period.

 

International Visitors: Percentage of people who are not residents of this location during the calendar period.

 

Total visits this period compared to last period: the total number of people seen in that area in your selected calendar period compared to the previous calendar period. 

 

New visitors: People that haven't been seen in the area before.

 

Regular visitors: People that have visit the area once a week or more.

 

Repeat visitors: People that have visited the area before, but do not visit as frequently as a regular visitor.

 

Total Visitors - Everyone who has been seen in a set area in a set time period.

 

Footfall Tracker: The map shows you the number of visits, which are presented in temperature colours ( green means quiet and red busy), in a selected area and a specific time period. You can zoom in or zoom out on the map to get a closer look at the busiest area and a series of pinpoints will appear. By clicking one of the pinpoints, you get a short summary of that specific venue, including visitors over this period. 

 

Venue Ranking by number of visitors: Top venues by performance in terms of the increase in the number of visits in a selected area and in a selected time period. 

 

Facebook Business Manager Account: Facebook’s Business Manager platform lets you manage your pages, your ad campaigns and other assets including audiences. This last part is vital because it enables Olvin to share audiences to Facebook, which lets you use them in your campaigns.

 

 

2. Tech terms and explanations

 

API

An API is a means for communicating between systems and programs. “API” stands for “Application Program Interface”. If we carefully break that down, we find the meaning: it is a way for applications or programs to interface or connect and communicate with each other. There are many different methods to enable applications to talk to each other. In hospitality tech especially, there are tons of methods used.

e.g. it could be the weather app on your smartphone pulling weather data from a 3rd party weather monitor.

 

Open API

When an API is open, it means that the externally-facing part of the application is more or less public. It is designed in a standard manner that allows for easy integration with other programs. In such a complex environment, all these systems need to have a clear and seamless API layer so that the communication and synchronisation between them happens efficiently. The better and “cleaner” this API layer is, the less time and money is needed to connect systems and maintain them.

 

Device ID

A Device ID is a string of numbers and letters that identifies every individual smartphone or tablet in the world. The ID number itself is stored on the mobile device and it can be retrieved by any app that is downloaded and installed. Apps typically retrieve the ID to use it for identification when talking to servers.

 

In the context of mobile advertising, a device ID will be one of two things depending on your operating system. Either is used as the identity which advertisers, marketers and other services will track when looking for a particular type of device:

 

On iOS, a device ID is called the ‘Identity For Advertisers’ (IDFA, or IFA for short).

On Android, the device ID is the GPS ADID (or Google Play Services ID for Android). A user is able to access their GPS ADID within the settings menu under ‘Google - Ads,’ as well as reset the ID, and opt-out of ad personalisation too.

 

IDFA

Is a unique ID for each iOS device that mobile ad networks typically use to serve targeted ads. Users can choose to limit ad tracking by turning off this setting on their devices.

 

POS: Point of Sale

A point of sale is the place where sales are made. On a macro level, a POS may be a mall, a market or a city. On a micro level, retailers consider a POS to be the area where a customer completes a transaction, such as a checkout counter. It is also known as a point of purchase.

 

IP address

Internet Protocol address or IP address is numerical label assigned to each device connected to a computer network. An IP address serves two principal functions:

• host or network interface identification
• location addressing

 

3. Marketing terms and explanations

 

Advertising Policies

Facebook has their own policies to upload an ad please follow this link to understand their restrictions. (link to Facebook Advertising Policies)

 

Behavioural marketing

In a nutshell, behavioural marketing is the practice of serving targeted ads or content based on a user’s past actions and behaviours. The reason being that if ads are more relevant to the user, there’s a higher chance they will react in a positive manner (i.e. buy something). Though this all sounds very simple, it’s only made possible by a lot of technical wizardry.

 

User profiles are constructed based on a broad range of data, including:

• Website analytics
• Cookies
• Browsing history
• Search history
• Social data
• Purchase history
• Login details
• IP addresses
• App data

 

All of which needs to be collected, analysed, and turned into actionable insights. By using behavioural marketing brands can personalise messages to individual customers.

 

Mobile Marketing

Mobile marketing is the art of marketing your business to appeal to mobile device users. When done right, mobile marketing provides customers or potential customers using smartphones with personalised, time- and location-sensitive information so that they can get what they need exactly when they need it, even if they're on the go. Mobile marketing is a term that encompasses any promotional activity that takes place on smartphones and other handheld devices including tablets and other cell/mobile phones. The aim of mobile marketing is to reach an audience of mobile users through various methods such as mobile-optimised ads, push notifications and mobile applications.

 

Types of Mobile Marketing

Mobile marketing ad formats vary, and appear on a range of different platforms, from social media to mobile optimised websites and mobile apps, all offering unique and tailored mobile ad options. Let’s look at a few examples:

 

• App-based marketing: Mobile advertising which involves mobile apps. Ads hosted on apps can differ, from banner ads to video, and increasingly advanced demos of other apps too.

 

• Social media marketing: Both organic and paid for ads which appear on mobile social feeds can be great drivers of traffic - social media sites such as Facebook often boast the largest user bases, or highly specific use cases.

 

• Location-based marketing: Mobile marketing takes advantage of the fact that many users of mobile devices carry them around with them wherever they go. As such, mobile marketers can create ads that appear on mobile devices based upon a user’s location relative to a business or specific area. For example, some advertisers may only want their mobile ads to appear when users are within a 1-mile radius of their business.

 

• Mobile search ads: Search engines often offer specific ad types built for mobile. These can create specific benefits for an improved user experience, such as click-to-call functions, or instant directions.

 

• SMS: SMS marketing involves texting a user’s phone number with specific offers, or notifications of upcoming deals.

 

Banner Messages

These types of push notifications appear at the top of a user’s screen and disappear after a few seconds.

 

Call-to-Action ( CTA ) 

This is an instruction to the reader to act on the message that was received.   The action could be to click a link, send a mobile text, call a phone number, or other types of actions.

 

Click-through Rate (CTR)

This is a common measurement used to determine the number of users who clicked to access more information or take action resulting from a B2B mobile marketing campaign message. Click-Through Rate (CTR) is the ratio of clicks your ad receives compared to the number of impressions (aka views) the ad receives. CTR = clicks / impressions.

 

Common Short Code ( CSC ) 

This is the numeric digits entered by a mobile device user to send a message related to a campaign.   For example, “text WIN to 12345 for your chance to win this prize!”   The 12345 is the CSC code, and can be anywhere from four to six characters in length.   These codes are registered through the Common Short Code Administration organisation.

 

Cost per Thousand ( CPM )

This metric is used in order to apply costs to advertising banners for web sites and other internet-based advertisements.   The fee is calculated based on the number of impressions that would occur when users view the ads.  

 

Impressions

This measurement is used to count the number of times a person is viewing an ad or message.   Impressions have become a very important metric with B2B mobile marketing.

 

Multi-Channel Marketing

Marketing that takes place across several avenues a user frequents. For example, a multi-channel marketing campaign might involve mobile app notifications, emails, and remarketing campaigns, print materials and so on. Multichannel marketing is using marketing campaigns through different sources to present yourself to consumer, for example physical store and online store.

 

Omni - channel Marketing

Marketing that takes place across several sources which are targeting consumers but correlate with each other. Key difference between multichannel and omnichannel marketing is interaction. In multichannel marketing physical store and online have none or very little correlation between them. Store will have their own stock management and they will sell directly to customers. Website will have their own stock management and they will exist almost as two separate entities. In omnichannel marketing store and website exist as unified tools to spread a marketing message to consumers. Consumers can have same experience going to store or on a website.

 

Personalisation

The act of tailoring offers and messages to users based on their profile or previous actions in your app or on your website (and across your other marketing channels)

 

Online Performance Marketing ( OPM ) 

This process gathers metrics and statistics over a period of time, then analyses the results to predict and report trends and habits of subscribers.

 

Opt-In/Opt-Out

This is a decision mechanism that allows a subscriber to become part of a campaign, or to remove the subscription from the campaign.

4. Data and privacy terms and explanations

 

Historical Data

Meaning: Collected data about past events and circumstances about a particular subject. It can be generated either automatically or manually. Past-periods data, used usually as a basis for forecasting the future data or trends.

 

Real-time Data (RTD)

Real-time data is information which is deliver immediately after collection. Usually, there is no delay in providing the information. This type of data is regularly used for navigation or tracking. Also, this data can be stored for later offline analysis.

 

GDPR

Consists of a long list of regulations for the handling of consumer data. The goal of this legislation is to help align existing data protection protocols all while increasing the levels of protections for individuals. These laws help customers gain a greater level of control over their data, while offering more transparency throughout the data collection and use process.

Raw Data

Is Data that has not been processed for use. Also known as primary data, as source data or atomic data.

 

 

 

5. Location terms and explanations

Geohash

Is a simple way to encode latitude and longitude and grouping nearby points on the globe with varying resolutions.

 

Geofencing

Location-based marketing technology. Marketers use this technology to collect information about and target their customers as they enter, leave or stay in specific areas, also known as geofences.

 

Geofence

A virtual fence around a real geographic location, like a restaurant or an airport. It can be as small as a store or as big as a city.

 

The general functioning of geofencing

It uses cellular triangulation, Wi-Fi tower triangulation or GPS to locate a user’s device. Geofencing comes in the form of a software plugin that can be implemented into a mobile app and managed through an online dashboard.

Geofencing requires mobile users to give permission to the app to use their location and to send notifications (in case the app wants to send them).

Geofencing, geotargeting and beacons are all used for location-based marketing and different providers choose to rely on either one or several of these technologies, but the difference lies in the way they generate location data and their target range.

 

	Geotargeting	Beacons	Geofencing
Data collection	IP-address	Bluetooth	Cellular/Wi-Fi/GPS
Target Range	Large (state, zip code)	Small (store aisle, bus stop)	Medium to large (store, neighbourhood)
Real-time targeting	No	Yes	Yes
Best for	Browser marketing	Mobile & app marketing	Mobile & app marketing
Location data collection	No	Yes	Yes
Hardware and maintenance	No	Yes	No

Geotargeting

Targeting users based on their current location (whether by country, state, or street) and sending messages relevant to where they are.

 

Beacons

They are devices or technology intentionally designed to attract attention to a specific location. In wireless technology or networks, they are the type of frame which is sent by the access point to indicate that it is turned on. In Bluetooth case, they periodically sent out data packets.

 

Location Based Services ( LBS ) 

Depending on the geographic area of the mobile device user, messages can be customised to fit the location. For example, the location of the nearest favourite restaurant, gas station, or store.