MarketWide Knowledge BaseGLOSSARY


This feature of MarketWide allows you to type your own queries in SQL script directly to the server. This can be useful to check counts for accuracy. 

Aggregate Function
These allow you to perform calculations on all the records owned by a single consumer to use in selection criteria. For example, you can select all consumers who have spent a cumulative total of more than X dollars by specifying that sum (order amounts) is greater than or equal to X. An aggregate function differs from the aggregate filter in that the calculations take place after the customer's records have been passed from the server.

This is the name MarketWide displays for a field. By default, this is the field name. More meaningful names can be specified by the administrator. Changing the alias does not change the actual field name.

This is a method of obtaining from a database a smaller list of consumers with a higher response rate. The campaign retrieves the records for all the consumers that meet your requirements.

Campaign ID
This is the name that you define for your campaign on the Tracking tab. It is used to retrieve information from PromoHistory about past campaigns.

This includes picklists, lookups, etc., that are stored on the host machine. When you refresh the catalog, you are asking the host machine to give you the most recent catalog information. When the catalog information is changed, you will be prompted to refresh.

Child Cell
This is a cell that only evaluates the records that meet the criteria of the parent cell.

This removes older information on your system that may no longer be needed. By default, Cleanup is set to Never Delete. This can be changed as necessary on the options menu in the MarketWide main menu.

Composite Field
This feature lets you create dynamic text strings in your output files, by substituting values from your database into the composite string.

This is an operator that determines if any given record meets your criteria, such as EQUALS or BETWEEN.

Constraints (Cell)
This is an amount that you specify to limit the number of records matching a cell. This can be expressed as a number or a percent.

Criteria (Report)
Your report criteria can be viewed and printed in TouchPoint by selecting Campaign Report from the File menu.

Cube Table
User built query, join, or union inside a cube.

This holds a collection of tables.

Database Objects
A database object is an administrator created joined table.

This is a character within a solicit file that marks the end of each field in a delimited solicit file. Usually it is a comma.

Dependency (Cell)
Cells that are not on an equal hierarchical level as other cells.

In Analyzer, each field you choose to view the information by is referred to as a dimension.

This prevents any consumer from being selected more than once, despite the amount of cell criteria they match.

This allows you to analyze records in greater detail, such as viewing the customer information or by a frequency distribution.

Error Occurred
When an error occurs with your report, the task status shows Error Occurred. Opening tasks let you view detailed information about report errors.

Records that are not considered regardless of if they match data

Exclusive Cells
Records that match this type of cell are automatically excluded from selection by any further cells.

An expression is a user created function.

A field is a piece of information in a record that is used to evaluate the record like a title.

File Extensions
The following are the file extensions used within MarketWide and its modules.

Analyzer = '.ALR'
DataExport = '.XPT'
HTML - '.HTM' or .'HTML'
Package = '.PKG'
QueryBuilder = '.QBR'
SendEx = .'EPR'
Solicit Template = '.STE'
SQL Script = '.SQL'
TouchPoint = '.TOP'
TouchPoint Template = '.TTE' 

This gives rules to the server to only return records that match the specified criteria.

Fixed Width
Fixed Width files specify a specific width for each field written into a solicit file. Regardless of the true length of the first field, each record will start at the same point. Fixed Width files are typically sent with a layout defining where fields start and end. Solicit files with a Fixed Width can easily be loaded into spreadsheets for reference, as well as mail campaigns.

Frequency Distribution
This option allows you to view your output based on a specific field (for example, by state). Be careful not to do a frequency distribution on a field with many different values (for example, Consumer ID).

This refers to the machine that is running the MarketWide software remotely. The host interacts with the database directly, and does the labor for the client machines.

Insert (Frequency) 
The frequency insert option in TouchPoint allows you to insert new segments in your campaign by creating new independent/individual cells based on the values from a field in the database. 

This allows two tables to be joined into one table for evaluative purposes. There are many kinds of joins to allow you to compare your data effectively.

KPI Filter
The KPI (key performance indicator) filter allows you to filter customers based on all their records rather than considering only one record at a time. For example, you can filter based on the sum of all the order amounts of a customer. Those customers that do not meet the criteria are not passed from the server.

Linked Statements
Linking two statements requires the field values within a single customer's record to match for the customer to fit the criteria, as opposed to any field values within all the customer's records.

Links a description to a code, so that you can view the more detailed description rather than the code. A Lookup is specified within a table.

Multi-Table Campaign
A campaign that is gathering and evaluating records from more than one table.

MultiWave Campaign
A campaign that uses subsequent efforts to automatically run additional TouchPoint campaigns over time, providing additional marketing efforts to customers who drop out of future waves automatically, when a response is received.

Non-Exclusive Cell
Records that match this type of cell are passed to the next cell. This allows the same customer to be selected by more than one cell.

This is a number that you specify as a cell constraint. By default, there is no cell constraint.

Elements of a TouchPoint campaign with specific functions that are used in the segmentation process. Objects include: New Cell, Group OR, Match All and Match None. See "Using Objects" in the Segments section of the help files.

Pass-Thru field
This allows fields to be carried with the matching records so that they may later be split by the field.

A process has not yet begun, but will begin as soon as possible. A task's status is 'pending' while MarketWide submits the query to the database.

A list that associates a value with a more meaningful description. For example, NY would be associated with New York. Picklists are configured by the MarketWide Administrator.

To write the information.

Priority (Cell)
The order the cells appear in a campaign. The first cell has the highest priority, while the last cell has the least priority.

Query (Active)
An active query is an immediate request being asked in MarketWide. Consequently, all active queries must be closed before the program can shut down. Queries in the form of a task can be scheduled. These tasks run, regardless if MarketWide or your computer is running.

This is an application within MarketWide that allows you to look at specific information without running a campaign.

This is a listing that contains a piece of information for each field in a table.

Reference Field
This is a path to an external file, such as an image, media file (sound, video, etc.), XML, HTML, etc.

A saved file with criteria and possibly results. Reports can be constructed in TouchPoint, Analyzer and QueryBuilder.

The machine that contains the database MarketWide is working with.

Simulated Output
A display of how your output will look with the dimensions that you specified.

Solicit Files
These are text files generated by TouchPoint that contain all the needed information to solicit a consumer. A direct mail solicit file would contain the consumers name, address, and any other information needed to solicit them by mail.

Split (Frequency)
Frequency Split allows you to automatically create child cells for a selected segment based on the values from a field in the database.

(Structured Query Language) Commands given to the server.

An application in MarketWide that allows you to select what table you would like to work with.

A criteria that all records in a cell match.

This shows the point in a process that a query or task is at. Possible Status conditions are: 'Pending', 'Query is Running', 'Query is Complete', and 'Error Occurred'. 
A query that generates information that is then used within another query.

A series of records.

See Query.

This is a predefined way of viewing information, creating a solicit file, or running a report.

Text Qualifier
The Wildcard character used in LIKE and NOT LIKE statements (%).

MarketWide uses the term value in three different ways. First, a field value is the piece of information within a record for a specific field. Secondly, MarketWide creates values based on field values using aggregate functions. Finally, value also refers to the piece of information that a field value is being compared to (in filters and statements).

A term used for a joined table, or two separate tables combined to create a virtual table on the database for easier queries and campaigns.

Wildcard Character
Used in LIKE and NOT LIKE statements (%).