As a marketing automation tool, ACTITO is built around a generic model which enables you to adapt its structures and features to your own business requirements.
The concept of 'Entities' allows data to be partitioned within a licence.
For example: the B2C and B2B departments may use the same licence, but not use the same data, processes or workflows,...
The entity on which you are working should always be specified. If data is available for all users, there will be one default entity, with the same name as the licence. In case there is no entity in your licence, the dash sign '-' must be used instead.
An entity list can be reached via the "ENTITY" webservice.
In ACTITO, the concept of ‘Profile’ enables you to manage data tables with which it will be possible to communicate. For example, a ‘Profile’ may be a customer, a lead, a partner…, who can receive a communication through the ‘interaction’ channels available in ACTITO (E-mail, SMS, paper campaign…)
These Profiles tables are structured with 3 types of data:
attributes: representing the characteristics and personal data of an individual
subscriptions: representing of opt-ins of an individual
segments: representing the segments an individual is part of (for example: 'Gold'/'Silver'/'Bronze' customer, or being part of a list)
An attribute can be a reference (through a business key) to a specific table related to a 'business' object (see section E about 'customTable').
A licence may contain several profile databases, whose structures may be similar or not. For example, the B2B and B2C databases may be different.
Retrieving the list of profile tables and their structure, as well as the management of profiles, is possible via the "PROFILE" web service.
Information related to mass imports into these tables is available via the ‘IMPORT’ webservice.
The concept of 'Interactions' represents the history of all contacts made with a profile.
There are two major sources of interaction:
1. ACTITO "built-in" interactions
tied to communication (e-mail, SMS sending)
tied to automation (execution of a scenario,...)
tied to client interaction (unsubscribing, goal,....)
tied to participation in web forms and surveys (More information in section D)
2. Specific business interactions of ‘ACTITO users’ (for instance, Orders, Phone Calls, Test Drives, Abandoned Carts,...). These can be stored in specific tables called ‘CustomTable’.
The 'interaction' history of a profile is available via the "PROFILE" webservice.
Business interactions can be handled via the ‘CUSTOMTABLE’ webservice.
‘Forms’ enable you to create a form and to make it available to your contacts (online subscribing to an event, requesting a brochure or a test drive, participating to a contest,...).
A form is made of a series of questions and may be linked to a profile database, but this is not mandatory.
If the form is linked to a database, a person may either
reply as many times as he wishes to (multi participation)
reply once and choose to modify his answer afterwards (single participation)
reply only once without any possibility to update his answer (unique participation)
If you want to do so, it is also possible to update the data of a profile (only ‘attributes’) with all or part of the information collected in the form.
Retrieving the list of forms and their structure, as well as managing data stored in them, is possible via the "FORM" webservice.
As an ACTITO user, the concept of ‘CustomTable’ allows you to model your specific business activity.
In a licence, there may be various specific tables, each with their own nature and structure (for example: an offer, an order, a meeting request…).
Each of these tables will be made of attributes, which will store information necessary to the table purpose.
The list of tables and their structure, as well as managing the recorded data, is possible via the ‘CUSTOMTABLE’ webservice.
Data related to mass imports into these tables is available via the ‘IMPORT’ webservice.
F. E-mail and SMS campaigns
The concept of 'Campaign' is defined as a communication, either customized or not, sent to a selection of profiles.
There are two types of campaigns:
Mass campaigns: the whole campaign is sent at once to the entire target
Ongoing campaigns: once activated, target profiles are contacted individually over time (typically through a scenario)
The preparation, trigger, execution and reporting of campaigns are available via the ‘MAIL’ and ‘SMS’ web services.
The concept of 'Scenario' is defined as a chain of actions intended to be applied to a specific profile.
The execution of a scenario for each profile can be triggered:
by a business event (unsubscribing, opening an e-mail, a new order,...)
by a planned task (computation of profiles intended for a scenario, such as the anniversary, an invitation,...)
by an external trigger (API or webservice call)
Scenario executions may be triggered via the ‘AUTOMATION’ web service.