Data References

Klaviyo Terms

Term	Definition	Usage
Tracking	The process of capturing customer actions and events, such as email opens, clicks and purchases	Implemented through Klaviyo’s Track API to log both built-in and custom events.
Metrics	Specific actions or events taken by customer that are tracked within Klaviyo, like "Placed Order"	Custom Metrics in Klaviyo: This feature enables the tracking and utilisation of custom metrics within Klaviyo by leveraging the Klaviyo Track API. Users can create specific events unique to their business, such as product reviews or other customer actions, which are not covered by Klaviyo's built-in metrics. These custom events can trigger automated workflows and personalised marketing campaigns within Klaviyo.
Profiles	Detailed records of individual customers, including contact information, preferences, and behaviour history	Used for segmentation, personalisation, and targeted marketing campaigns.
Lists	Static collections of profiles, usually created manually or through an import process	Used for sending one-time campaigns or emails to a specific group of contacts.
Segments	Dynamic groups of profiles that meet certain criteria, automatically updating as customer data changes	Used for targeted marketing campaigns based on behaviour, demographics, purchase history, etc.
Flows	Automated workflows that send messages or perform actions based on specific triggers, such as metrics.	Used to create multi-step, automated marketing campaigns like welcome series.
Campaigns	One-time email or SMS messages sent to a list or segment of contacts.	Used for promotions, newsletters, announcements, and other time-sensitive communications.

ZAP~POST Terms

Term	Definition	Usage
Campaign	A Campaign is made up of a name, fields, paper stock, content and submissions. It can be reused multiple times for multiple Direct Mail Sends	Used to create designs and associated records for physical mailing
Submission	A submission is a collection of records that is submitted against a campaign	The submission will contain data specific to the campaign and will be paired with a Scheduled Send.
Record	Contains the data for an individual customer the client is targeting for a campaign	Recipient data such as first name, last name and address details for an end user. Records can go through a Cleanse process
Data Connections	Shows when a list and/or segment are connected to a campaign	This shows all campaigns that're connected to either a list or a segment. Multiple lists and segments can be connected to a campaign
Sync History	Logs when ZAP~POST has ingested data from Klaviyo	Can be use to see when ZAP~POST ingests data from a list or segment as well how many profiles are received
PAF	As part of address processing, ZAP~POST takes the records you've submitted and uploads them to the Postcode Address File aka PAF	The UK Postcode Address File (PAF) is a database that contains all known 'delivery points' and postcodes in the United Kingdom. The 'delivery points' held on the PAF are routing instructions used by Royal Mail to sort and deliver mail quickly and accurately.
Cleanse	Deceased and gone away checks are included as part of ZAP~POST's data cleansing process.	These checks are performed against a list of 3rd party services/agencies such as The Bereavement Register and Mailing Preference Service