While specifically critical for technical translations and marketing content, a glossary additionally lays down the foundation for high-quality, consistent translations of almost every kind. Overall, a glossary not only saves us time but also helps ensure ZMP's success across varied languages and cultures. Quickly have a look at the alphabetical listing of terms in our glossary that includes the most commonly used terms referenced throughout our platform.

Scroll through the Glossary




A/B Testing

A/B testing is used to compare users’ responses to multiple versions of the same email campaign. These versions share similar marketing goals but differ in wording and style (e.g., differing subject line content, links, and images). The objective is to identify the version of the campaign that best accomplishes a specific marketing goal.

Action Menu

The three ellipsis dots.

Action Node

An action node is used when building an experience to specify a specific action to take place during a campaign experience.


Advertising Technology


Artificial intelligence (AI) is a machine-powered version of human cognitive skills.

Amazon S3

Amazon Simple Storage Service is an inexpensive simple web service interface used to store and retrieve data from the web.

Analysis Mode of an Experience

The Experience Builder Analysis Mode gives marketers insight into the performance of an Experience.

Anonymous Visitor

An anonymous visitor is a unknown consumer, visiting a marketer’s website, who is tied to a unique identifier but not associated with deterministic personal data.


An API (Application Programming Interface) is the programming code that enables data transmission between one software product and another. A client-side web API is the programmatic interface that enables the functionality within a web browser or other HTTP client possible.

Attribution Models

Last Interaction:

As the name implies, this model gives 100% of the credit to the last interaction your business had with a lead before they convert. Last Interaction is also referred to as "last-click" or "last-touch."  

For example, a visitor finds your website through organic search. A week later they see a Zeta Ad and click the ad and convert on your website.

The Zeta Ad, in this instance, gets all of the credit for that purchase. 100% of the value is assigned to that last interaction.

This is the default attribution model in most platforms and as such is the default selection on the Attribution page.

First Interaction:

First Interaction is similar to Last Interaction, in that it gives 100% of the credit for a conversion to your business' first interaction with the customer. First Interaction is also referred to as "First-Click."

For instance, if a customer first finds your business on Pinterest, then Pinterest gets all of the credit for any sale that happens after that interaction.

It doesn't matter if the customer found you on Pinterest, then clicked a display ad a week later, and then went to your site directly. Pinterest, in this example, gets the full credit.


With a Linear attribution model, you split credit for a conversion equally between all the interactions the customer had with your business.

For instance, a customer finds you on Instagram, signs up for your email list and later clicks an email link. The next week they go to your site directly and make a $120 purchase.

There are 3 touch points in this situation. Each touchpoint gets 33% of the credit, or a $40 conversion value attributed to the channel when the purchase was made.


An audience is a dynamic, filtered grouping of individuals sharing a set of attributes. Audiences can consist of clients’ customer data, Zeta data, or a matched customer list (enriched by Zeta).

Audience Report

Audience reports display segment performance over time either as a daily delta or as a cumulative count of membership.

Audience Solutions

Zeta's Audience Solutions show the size and scale of the Data Cloud prospect universe and a provides a deep dive into the interests, demographics, website visits and brand affinity of intender audiences.

AudiencePulse - Online Trends compares the sizes of Zeta behavioral audiences in the US. This helps marketers stay relevant with the latest online trends by tracking interests over time.
AudiencePulse - Visitation Trends compares customer visit patterns to physical brand locations in the US. Comparing visitation trends of a brand vs its competitors can help find the DMAs that matter.

Audience Segmentation

Audience Segmentation is a marketing strategy used to identify subgroups within a target audience in order to deliver more tailored messaging.

Audience Tracker

The Audience Tracker provides market insights by providing a view of the consumer universe, helps identify the size and scale of the Data Cloud audiences, and provides a deep dive into interests, demographics, website visits, and brand affinity of behavioral data.

Authenticated Customer

An authenticated customer is a visitor who has signed into a marketer’s site.




Bid Stream Data

Bid stream data is collected from the ad servers when ads are served on mobile apps and websites. Bid stream data includes basic facts like URL, device type, and IP address which helps marketers see what ads buyers are paying more for.

Blocked Rate

A blocked rate is a the total number of messages blocked.

Broadcast Campaign

A Broadcast campaign (time-based batch campaign) sends a one-time batch message to a list of users. A broadcast email is a single scheduled email campaign that gets sent to a large group of contacts.


BSIN (Boomtrain Standard Identification Number) is a person's unique internal ZMP backend identifier. It is returned in API responses and can be used to make API calls for user updates and events.

Build Segments

Building segments involves the marketing strategy used to identify subgroups within the client audience in order to deliver more tailored messaging.

Builder Pane

The left bar in the Report Builder where metrics and dimensions are selected.

Business Outcome

A business outcome is the observable result (e.g., revenue growth) or change (e.g., digital transformation) in a business performance, supported by use cases.




Campaign Launch Type

Launch Type dictates the method used to deploy the broadcast campaign.

Campaign Management

Campaign management is the act of leveraging marketing opportunities by creating, executing, tracking, and measuring marketing campaigns directed at specifically targeted audiences.

Campaign Set-up

Campaign set-up involves the act of organizing an engagement effort for a given audience and content.

Campaign Tags

Tags are added to campaigns for organization, categorization and searching purposes. Tags are used for filtering in segmentation and reporting.

CAN-SPAM Compliant Mailing Address

According to the fourth of seven requirements under the CAN-SPAM Act, you must "Tell recipients where you’re located. Your message must include your valid physical postal address. This can be your current street address, a post office box you’ve registered with the U.S. Postal Service, or a private mailbox you’ve registered with a commercial mail receiving agency established under Postal Service regulations." Any single violation of this act is subject to up to a $43,792 fine. For a violating campaign with an audience of 100,000 this amounts to a nearly $4.4 billion fine!


Cross Channel Campaign Management


CDP is a unified customer data platform that is accessible to other systems.

CDP Plus

The Zeta’s Customer Data Platform management solution is referred to as CDP Plus.

CDP Plus unifies, enriches, and scores all customer data to deliver the best customer experience across all channels and stages. The CDP Plus is enriched with Zeta’s unique data and native marketing activation for the best performance.

Channel Activation

Channel Activation involves using a specific channel (email, SMS, paid, etc.) to deploy an offer to a specific segment.

Channel Manager

The Channel Manager is a connector framework that allows a marketer to easily connect the Zeta Marketing Platform to any advertising, marketing and engagement channels, supporting omnichannel marketing efforts.


There are two primary channel types: online and offline. Online channels include: Email, Mobile, Display, Video, Social, Search (SEO), Website, Mobile App, Affiliate, Digital Out of Home (DOOH), Connected TV (CTV). Offline channels include: In-Store, TV, Radio, Print, Direct Mail, Call Center.

Chart Options Header Bar

The top bar in the Report Builder with the line, bar chart, and table view options.


Customer churn occurs when customers or subscribers stop doing business with a company or service.

Client's 1st Party Data Set

A client's 1st Party Data Set is a client's owned data.


The CompetitorPulse (formerly known as Tracker) tracks industry and brand level transaction patterns and shopping behavior across brands which allows Zeta clients to intercept prospects and customers before they buy competitor products. The CompetitorPulse provides an overview of the purchase intent and visitation of audience members in the Zeta Data Cloud. These insights help identify consumer loyalty, shopping behaviors, physical visits, in-market consumers, and competitors. The industry audience and brand audience insights helps marketers identify in-market intenders, conquest prospects from competitors and retain existing customers.


Content is the offer(s), copy, images, and/or other relevant material that is sent to a person.

Control Group

A control group is a group of users added to a broadcast who will not be sent a campaign, but will be tracked with this campaign to measure lift.

Cookie Reidentification Consent

Cookie Reidentification Consent is the value used to know if Zeta has permission to leverage the Zync Cookie to reidentify the individual back to other personal identifiers such as email address, mailing address, or phone number.

Content Report

The Content report display the number of unique clicks aggregated by URL as well as link maps of the click locations aggregated by URL within an individual campaign.

Coverage (Opportunity Explorer)

Coverage is the portion of the client's 1st party audience that can be matched up to the data cloud for further enrichment. This can be viewed within CustomerPulse from the Opportunities page.


CRM is an abbreviation used to describe a company’s customer relation management. It is a system for managing a company's interactions with customers and often involves using technology to organize, automate, and synchronize sales, marketing, customer service, and technical support. Salesforce.com is one example.


Cross-Channel refers to activities or capabilities that span more than one channel and are not necessarily sequenced or coordinated.


Click to Open Rate (CTOR) compares the number of unique clicks to unique opens and hence, is the percentage of messages opened instead of just delivered.

Custom KPIs

Custom KPI's are used to attribute non-standard reporting events to a campaign.

Customer Journey

A customer journey describes the path of every customer action and interaction with a brand, from awareness to purchase.

Customer Level Insights

The Customer-level insights report is used to enrich a client's first party data with Zeta's massive proprietary data set to gain deeper insight into the client's customer. With a combination of real time visuals and one of the largest people based footprints, client's can understand how to best message prospects and customers to drive better outcomes.

Custom Reports

Custom reports allows for the embedding of reports external to ZMP, for the purpose of centralizing access to reports related to a client's marketing efforts in ZMP.




Data Clean Room

A data clean room is an encrypted, secure location where first-party data is anonymized, layered, and matched with the aggregated data from the clean room provider. 

Data Cloud

The Zeta Data Cloud is the data component of the Zeta Marketing Platform. The Data Cloud consists of the Opportunity Explorer, a live visualization of actionable consumer insights; Zeta’s proprietary identity data; Zeta’s AI-powered Intender Audiences and Zeta CDP+ which integrates, unifies and enriches customer data.

Data Cloud Intent Signals

This term is used to describe when someone is demonstrating intent to convert based on their behavior, transactions, location, and other data. These individuals are added to intent audiences that can be targeted by marketers.

Data Environments

Data environments are a collective system of components that comprise and regulate the management and use of data including privacy, people, handling techniques, and more.

Data Usability

Data usability is the process of determining that the quality of data generated meets the intended use.


The De-dupe action node, available when building a data flow, auto-merges any duplicate files based on properties.

Default Properties

Default Properties is the list of properties ZMP can use to populate the person's profile or perform other functions with natively.

Delay Node

Delay nodes can be used to tailor the timing and ultimately the feel of the overall experience for the end-user.


Dimensions are used to define the rows to be included in a report.

Deploy Campaigns

Deploying a campaign takes place when you are ready to kick-off your marketing campaign and is when campaign engagement can be observed. Deploying a campaign typically happens after your marketing strategy has been determined and you have decided on which channel(s) to promote your marketing content.

Deterministic Identity

A deterministic identity is one that can be mapped to a single, real consumer. Deterministic identity resolution requires tracking and connectivity to unique, personal identifiers such as an email address.

Deterministic Match

Deterministic matching aims to identify the same user across different devices by matching the same user profiles together. User profiles are comprised of different pieces of data about a particular user, with each user having a separate profile on different devices.


Dimensions are attributes of your data (e.g., campaign name, channel, segment name ,etc..).

Direct Mail

Direct Mail refers to marketing sent to a customer or prospect via the mail. ZMP supports Direct Mail via partner integrations in the Channel Manager and is orchestrated through the Experience Builder.


Disqus is a networked community platform used by hundreds of thousands of sites all over the web. With Disqus, websites gains a feature-rich comment system complete with social network integration, advanced administration and moderation options, and other extensive community functions.


Designated Market Area Pulse (DMAPulse) shows real-time shopping and store visitation trends across competing brands by geography and provides actionable insight on your brand’s geographies that are currently underinvested and overinvested due to emerging growth and risk dynamics.


DSP is an abbreviation used to describe a company's Demand Side Platform. A DSP is a system that allows buyers of digital advertising inventory to manage multiple ad exchange and data exchange accounts through one interface. Real-time bidding for displaying online advertising takes place within the ad exchanges, and by utilizing a DSP, marketers can manage their bids for the banners and the pricing for the data that they are layering on to target their audiences.

Dynamic Elements

The dynamic elements of a campaign email are the portions of content where information is populated using logic and/or data from a person's profile.




Economic Activity Score

Economic Activity Score is the score generated by the data cloud to indicate the overall health of the US Economy. This score is based on analysis of data cloud signals as well as macro economic indicators such as GDP and Unemployment

Email Preview Text

Inboxes typically generate a preview of what is inside the email to give readers a better idea if it's worth opening. The Preview Text field allows users to explicitly set this preview without needing to show this text in content.

Email Channel

Email channel marketing within ZMP, allows a user to create, deploy, and optimize email marketing campaign efforts from triggered and transactional messages to one-time or ongoing campaigns.

Email Deliverability

Email deliverability is the ability to deliver emails to subscribers’ inboxes.


Email Marketing Service Providers


Enterprise Marketing Software Suite


Events are the actions users take and can be used to trigger campaigns and experiences on a 1:1 level.

Events Node

An events node can be added to further filter combinations of specific events for which you want to tailor the experience.

Experience Builder

The Experience Builder is ZMP's omnichannel orchestration interface that allows marketers to create and manage experiences across all supported marketing channels, plus any external channel connected through the Channel Manager, with live performance data on every touchpoint.

Explicit Properties

Explicit properties are the properties and values associated with an individual (e.g., first name, last name) that clients tell ZMP about in order to adequately activate their marketing use cases.

External Campaign Codes

External Campaign Codes are the name/value pairs that will be passed along in the Event Export for campaign events without appending to the links.

External Link Tracking

External Link Tracking allows users to automatically append parameters and values to links with white-listed domains.





The Feed widget on the dashboard displays the recent account events (e.g., campaign sends, segments created, user purge status).

First Party Data

First Party Data is any data collected by the marketer from their own data sources including their CRM, POS, advertising channels, marketing channels, etc.

Forrester Wave

The Forrester Wave™ is a guide for buyers considering their purchasing options in a technology marketplace. To offer an equitable process for all participants, Forrester follows a publicly available methodology, which we apply consistently across all participating vendors.

FTP Secret Key

The password needed for the STFP where the files will be dropped.




Gartner Magic Quadrant

A Gartner Magic Quadrant is a culmination of research in a specific market, giving you a wide-angle view of the relative positions of the market’s competitors.


Gravitar is an internet service that can be used to set an avatar linking it to an email address. ZMP attempts to pull an avatar from Gravitar for a profile picture in the person's profile.




Hard Bounce

A hard bounce is an email that could not be delivered, permanently. An example of a hard bounced email is if the email does not exist.





Identifiers are any data, attributes, or events that tie back to a probabilistic or deterministic consumer identity.

Identify Opportunities

The Opportunity Explorer provides a variety of tools that make it possible to identify opportunities as well as provides actionable insights that can be immediately activated across multiple channels.

Implicit Properties

Implicit properties are the properties and their values associated with an individual (e.g., time stamp, last seen, browser) that ZMP can infer about an individual based on their subscription statuses and interactions with emails and client websites.

Insight Report

The Insight Report provides consumer insights by helping to identify opportunities with breakdowns of demographic, behavioral, transactional and location indices and provides actionable insights that can be immediately activated across channels. 

Intender Audiences

Intender Audiences consist of a group of users within the Zeta Data Cloud that possess intent through signals that indicate a high likelihood to complete a particular action or step, based on the known information collected through behavior, demographic data, etc. An example of a high indexing Intender Audience for home insurance would correlate to those in a new home buyer group.


Intent, or customer intent, is the purpose or reason behind a behavior or action in a customer’s journey toward a purchase.

Intent Score

An intent score is a confidence score generated by the AI in the data cloud and is used to evaluate whether or not someone is demonstrating an intent to convert, or make a purchase imminently. When this score becomes greater than .7, or 70%, it's considered an intent signal.


Inbox Service Provider (synonymous to Internet Service Provider)





A journey describes all customer actions and interactions from awareness to purchase in the person's profile. A Customer Experience can be one Journey, but more often it refers to the entire set of journeys and interactions a customer has with a brand.


Data files in which each row, or line, is a separate and valid JSON object. In ZMP these would either be event or people objects.




Known Customer/Visitor

A known customer is someone who has personally identified themselves to a marketer (e.g., provided deterministic personal data like physical or email address, phone number). Known customers are reachable via direct marketing channels (email, SMS, direct mail).




Left Navigation

The left navigation (a.k.a. Lev Nav) menu is the vertical left bar that contains selectable commands and options to various ZMP features and tools.

Link Map

(Heat Map)

The Link Map highlights linked areas in content, if the links have been clicked, and how many times the links were clicked on, at least once by individual people.


Liquid is an open-source templating language built by Shopify used by ZMP to make dynamic content possible in ZMP.

Liquid Filters

Liquid filters change the output of an object.

Liquid Objects

Liquid Objects tell ZMP were to show dynamic content in a template.

Liquid Tags

Liquid tags are used to define dynamic logic within content.


A list is a static group of individuals from an audience used in campaigns. Common use cases for lists include control groups and email seed lists among others. List membership has to be updated manually.

Litmus Tool

The Litmus tool is used to preview emails across 90+ email clients, apps, and devices to ensure an on-brand, error-free subscriber experience.

Live Marketer

Live Marketer Tracks anonymous and known visitors across a marketer’s website and identifies interests of visitors for retargeting and Lookalike models.

Lookalike Audiences

Lookalike audiences are built by modeling customer data to find prospects that have similar behaviors and attributes, which are typically used for prospecting and acquisition of new customers.




Mark as Transactional

Mark as Transactional is a toggle that sets the campaign to ignore subscription status of a campaign's audience for the sole purpose of deploying transactional campaigns that are in compliance with CAN-SPAM regulations.

Market Insights

Market Insights is the understanding of macro-level shopping trends, interests, and consumption patterns across products and competitors to know when to re-enter the market or double down on spend.

Market Pulse

The Market Pulse is industry-level data and analytics that show consumer sentiment and spend propensity, across all verticals. Market Pulse provides a visualization of broad-based, geographic, demographics, behavioral signals, brand affinities, and vertical-level consumer trends based on Zeta proprietary data to identify market opportunities and these insights help to determine budgetary, targeting and other decisions.


Marketing Technology

Matched Audiences

Matched Audiences is a targeting strategy built around the data of a filtered group of individuals that have similar behaviors and attributes, and is typically used for prospecting and acquisition of new customers.

Matched List

A matched list is a set of first-party individuals uploaded into the Zeta Marketing Platform who are then matched to Zeta’s Data Cloud and further enriched with potential intender audience membership and other data points.

Maximum Send Rate

When Maximum Send Rate is enabled, it set's the maximum number of messages deployed per hour by this campaign. This is not compatible with Prime Time.


Metrics are quantitative measurements (e.g., sent, delivered, clicks, opens, etc.).


MMS stands for multimedia message service.


Mail Transfer Agent (email pixel assigned to individuals)


Multichannel refers to a cross-channel campaign that is coordinated across some touchpoints.

Multivariate Test

A multivariate test is an experiment that tests two or more variables within an email campaign. ZMP’s multivariate testing is automated and focuses on the optimal performance of channel, time, sequence and audience.




Native Advertising

Native advertising is a type of advertising that matches the style and context of where it is being delivered. Native advertising therefore often seems advertorial.

Nested Filter

A nested filter is part of a segment filter used to group multiple filter statements together.


Within the Experience Builder, there are four experience nodes (Events, Delays, Split, and Action) that are the building blocks for any given experience. They are the triggers we use to build a user experience.




On-site Campaigns

On-Site Campaigns are recommendations campaigns. In these campaigns, ZMP generates product and/or article recommendations for people browsing a client's website.


Omnichannel is described as an activity tied to a customer across any channel; digital, offline, in-store/location managed seamlessly.

Omnichannel Customer Experience

Engagement with customers across a variety of advertising, marketing and business operations channels to create a seamlessly connected experience.


Opportunities are the unique benefits used to accelerate revenue growth, drive higher business return, and achieve better outcomes via ZMP’s Opportunity Explorer. For example, Zeta’s Customer Acquisition Solution incorporates unique targeting opportunities to acquire more high value customers at a lower cost than competing solutions.

Opportunity Explorer

The Zeta Opportunity Explorer is a data visualization interface in the Zeta Marketing Platform that provides interactive, real-time, actionable insights from Zeta’s Data Cloud to accelerate business growth for enterprises. The Opportunity Explorer helps clients uncover marketing opportunities by providing market- and consumer-level insights including competitive landscape, vertical- and brand-related opportunities, consumer behavior, marketing reach and more.


Orchestration is the way in which we deliver cross-channel content to consumers, via the Zeta Marketing Platform (ZMP). Channel orchestration focuses not on delivering standalone campaigns, but instead on optimizing a set of related cross-channel interactions, that when added together make up an individualized customer experience.




Paid Campaigns

Paid campaigns are Acquisition and Programmatic campaign types used to send campaign requests to internal Zeta teams for activation.

Person Profile

The central location in ZMP used to coalesce a person's contact values, properties, events, and messages.

Preferred Contact Type

Preferred Contact Type set's the preferred contact value to be used when sending campaign messages. This is used with people who have more than one contact value for a given channel and a client enables this preference.

Person Properties

Person Properties are the properties and their values associated with an individual needed by a client to adequately activate their marketing use cases.


PII stands for Personally Identifiable Information. Examples of PII include, but are not limited to:

Name: full name, maiden name, mother’s maiden name, or alias
Personal identification numbers: social security number (SSN), passport number, driver’s license number, taxpayer identification number, patient identification number, financial account number, or credit card number
Personal address information: street address, or email address
Personal telephone numbers
Personal characteristics: photographic images (particularly of face or other identifying characteristics), fingerprints, or handwriting

Biometric data: retina scans, voice signatures, or facial geometry

Information identifying personally owned property: VIN number or title number
Asset information: Internet Protocol (IP) or Media Access Control (MAC) addresses that consistently link to a particular person


A pixel is a small block of code on a webpage that allows websites to read and place cookies.

Prime time

Prime time is ZMP's send time optimization feature. When this feature is enabled in a broadcast campaign, prime time will attempt to optimize the send time of the campaign for each individual member in your audience to help improve open rates.

Prime Time Heat Map

The Prime Time Heat Map is a summary display of an account's most likely to engage time with an email. It is also used to display a person's primetime in the person's profile.


A prospect is a potential customer with desirable characteristics for a marketer.

Push ID

Push ID is the contact value used to send push notifications to a device.

Push Notification

Push notification is the delivery of information (a message or alert) in real-time from a software application to a computing device (e.g., iPhone) without a specific request from the client.


p13n is the JavaScript library that can be placed on a client website to accomplish real-time, client-side data transfer to ZMP. This is also referred to as a site integration.








Recommendations are Zeta’s AI content and product selections (recommendations) most relevant to a prospect or customer based on their behavior, interests, and transactional history.

Remove Duplicate Emails

Remove Duplicate emails is a toggle that removes duplicate email addresses within a campaign's audience. This is not needed when user_id is equal to an email address.

Report Builder

The Report Builder in the Zeta Marketing Platform is a flexible, robust, and visual report builder that helps users identify growth opportunities and make data-driven campaign choices easily. With the Report Builder, users can utilize metrics and dimensions to build valuable, customized reports in which they can quickly filter out needed data.


The ZMP reporting tools and features allow marketers to measure progress, provide insights to value, and help identify actionable steps to improve marketing performance/outcomes.


A REST API is a representational state transfer based application programming interface used to transfer data and build applications.

Run Count

Run count is the act of making the campaign compute the estimated size of the included audience after accounting for exclusions, suppressions, and subscription status.





Software as a Service

Seed Recipients

Using a seed list allows any individual you choose to verify the content of the campaign at launch time prior to the rest of your intended audience receiving the campaign. Some examples of the kinds of people who would be added to a seed list are your internal users, key stakeholders, external agencies, test email accounts, etc.


A segment is a dynamic, filtered portion of an audience updated by the platform in real-time, send-time or periodically.


Segmentation is a powerful way to identify and track a portion of a client's customer base.

Sentiment Signals

Sentiment signals identify and quantify subjective consumer information to help Marketer's determine timing to take an action, and what type of action to take.

SFTP Endpoints

SFTP stands for Secure File Transfer Protocol and is the location points used to deliver batch files securely to ZMP.

SFTP User Name

The SFTP User Name is the name needed to access the STFP endpoint where files will be dropped.

SFTP Secret Key

The SFTP Secret Key is the password needed to access the STFP endpoint where the files will be dropped.

Single View of the Customer

A unified and holistic record of a customer created by integrating all available data points (online and offline) across advertising, marketing and business operations and tied to a single (often deterministic) identity using identity resolution. In the CDP+, that single view can be enriched with data from the Data Cloud and modeled using Zeta AI.


SMS (Short Message Service) is a text message.


Content Snippets are reusable snippets of HTML that can be used across multiple templates. The re-useable chunks of content are used to centralize updates to brand and other commonly reused assets across multiple templates.

Snowflake Direct Share

The simplest form of data sharing that enables account-to-account sharing of data utilizing Snowflake’s Secure Data Sharing. As a data provider you can easily share data with another company so that your data shows up in their Snowflake account without having to copy it over or move it.


Social refers to paid media advertising on a social media channels. The ZMP provides the ability to enhance customer acquisition with real-time lead capture directly through Facebook and Google ad campaigns. Social performance allows further nurturing of customers across other engagement channels. Other integrations include Facebook, TikTok, Snap and Twitter.

Soft Bounce

A soft bounce is an email that reaches a recipient's mail server but is bounced back undelivered (delivery error). A soft bounce might occur because the recipient's inbox is full.


A solution is a combination of technology and services that solve specific use cases and achieves outcomes. Example: To grow revenue, our clients need to acquire new customers. The solution is to use Zeta’s Customer Acquisition feature to fulfill this use case.




Template Library

The Template Library is a collection of content templates available for campaigns.

Terminal Node

A Terminal Node is the last node a person is pushed to while moving through an experience. After which, the person is no-longer in-flight in the experience.

Third Party Data

Third-party data is any data collected from variety of sources by a company with no direct connection to the consumer whose data has been collected.


Total Open Rate (TOR) counts the total number of opened emails including the multiple times an email was opened. TOR can equal more than 100%.

Tracked Segment

A tracked segment is a type of segment that is kept up-to-date in real-time with all eligible people. Tracked segments generate entry and exit events based on individual qualification for the filter criteria that makes up the segment. Tracked segment membership can also provide reporting insight over time.

Triggered Campaigns

Triggered campaigns are 1:1 event-based campaigns that send messages to a single subscriber based on an event or series of events called behaviors.




Understanding Outcomes

Understanding Outcomes involves accessing, automating, and filtering campaign reporting data in real-time to better understand their overall campaign marketing effectiveness based on the reporting outcomes.

Use Cases

Use cases (e.g., acquire new customers) are the tactics exercised to achieve outcomes (e.g., revenue growth).

User ID

A user ID (User Identification) is the client's identifier for a customer, such as email address or account number, and should be unique.

User Journey

The right side of the person's profile contains the journey which is the chronologically ordered series of events that have occurred for this user.

UTM Tags

UTM Tags are the default set of parameters available for external link tracking. These are typically used by Google Analytics. More can be added in Settings.




Vertical Insights

Vertical Insights are used to discover new audiences and insights specific to a vertical.

Visual Editor

The Visual Editor is the drag and drop content editor, provided as a plug-in from Beefree.io.

Visual Editor Image Library

The Visual Editor Image Library is a user interface to make managing image assets for emails easier.




Walled Garden

A walled garden is an environment that controls the user's access to web content and services by directing the user's navigation within particular areas, to allow access to a selection of material, or prevent access to other material.

Website Overlay

Website overlays are forms and lightboxes embedded on client websites that are used to collect email addresses and other information directly from people's submissions on clients' websites.

Website Personalization

Website personalization involves the delivery of personalized content on a marketer’s website to drive better engagement and performance. Zeta supports the ability to interact on the website (in-page) and above the website (overlay).

White-listed domain

A white-listed domain is a domain that is eligible to receive external tracking parameters and values. Domains are white-listed for external tracking in Settings.











The Zeta Discussion Index (ZDI) by Brand, located within the Opportunities page in ZMP, identifies brand-level trending topics that resonate with different demographic groups. Marketers use ZDI to pinpoint trends for products, lines of business and features related to their brand, and to gain insights into creative direction, campaign penetration measurement and benchmarks against competitors.

Zeta Data Cloud

Zeta’s Data Cloud is one of the world’s largest owned, deterministic data sets collected from proprietary opt-in information and enriched in real-time by a range of offline and online signals, including up-to-the-minute
identity and intent data.

Zeta Markup Language (ZML)

Zeta Markup Language is the formal term used for ZMP's implementation of Liquid Script.


The Zeta Marketing Platform (ZMP) combines 2.4 billion unique data identities with industry-leading AI to create personalized, omnichannel experiences that exceed expectations and drive superior marketing results.

ZMP Content Delivery Network

The ZMP Content Delivery Network is the network of edge servers used to move static assets like images closer to people to improve image load times in emails.

ZMP Title Bar

The ZMP Title Bar is a user interface element that contains links to other sections of the website and is displayed on all pages within the website. The horizontal bar contains various links that allow users to quickly visit other areas within the website.


The term ZOE (Zeta Opportunity Explorer) is no longer being used as it has been replaced with the Opportunity Explorer which is a feature in ZMP that includes market-level and customer-level insights, as well as recommended action cards.

Zync Cookie ID

The Zync Cookie ID is the ID for the Zeta Zync cookie used to track the individual across the Zeta Data Cloud.