Glossary

Definitions from which customer events are created. Actions represent customer interactions (e.g. registering a customer in the loyalty program, administering changes in customer transactions).

The task that the workflow executes once triggered and filtered.

Registered members of the loyalty program who can enjoy the benefits it provides. Active customers are manageable through the Management UI.

 Management UI users who can use the account to log in to the Management UI and access its functionalities.

Consist of an API key and API secret. Acts as a form of identity verification that authorizes developers and third-party apps to access and interact with the API endpoints for testing purposes. 

API credentials can be generated in the Management UI for each workspace. Credentials can be regenerated, but this should be handled cautiously, as any request using the previous credentials will fail.

Authentication via API credentials is not enabled for production environments, API signature is required.

A URL provided by Antavo’s APIs that represents a specific functionality within the Loyalty Engine. 

The endpoints enable developers and third-party applications to interact with Antavo programmatically, allowing for tasks such as accessing resources (eg. retrieving customer point balances and earned benefits) and performing actions (eg. registering of purchase, adding a new reward) within the loyalty program.

The use of API signature prevents unauthorized third-parties from reverse-engineering and sending requests to Antavo APIs. A signature is mandatory on all production Antavo API endpoints. It is based on the Amazon AWS Request Signature V4 protocol.

Attributes are data fields that store information. Attributes can be associated with actions performed and the events generated, and as well as with entities within the loyalty program.
Attributes can store various information such as timestamps, IDs, descriptions, depending on the nature of the event or entity to which they belong (eg. ID of a customer, name of a reward, number of customer’s earned points).

Customers who have been banned manually in the Management UI by a user due to fraudulent behavior. Banned customer is unable to earn points, spend points and redeem rewards. Ban is a reversible action which means that users can unban customers, thereby changing their status to active.

Former Management UI users whose access to the Management UI has been revoked temporarily after a number of unsuccessful login attempts.

Points assigned by the Campaign bonus workflow node. Bonus points are calculated and recorded separately from the regular points earned through actions. 

Type of entity that is pre-defined and included in the offering of the Loyalty Engine by default (e.g., rewards, challenge, transaction, product). These entities are readily available for use without the need for further configuration.

Pre-defined events that are provided by Antavo’s core features or modules out of the box (e.g., checkout, share, visit, opt_in, point_add).

A type of coupon reward that assigns multiple coupons to the customer each time the reward is claimed.

Also known as spent points. The points that the customer has already exchanged for a benefit. 

A type of workflow that is designed to run in a given timeframe with a definite start and end date. Campaign may include an unlimited number of workflows running while the campaign is active.

Point-earning opportunity that rewards members for completing a predefined set of actions defined in the Challenges module.

Serves as a platform for loyalty members to collaborate in earning and managing points by achieving shared goals, such as earning rewards. Clubs (configured in the Clubs module) maintain a balance reflecting members’ contributions to earned, spent, expired, and spendable points. Club owners manage roles and membership, which includes adding, removing, banning, or accepting applicants. Members can earn or spend points based on the settings defined in the club template.

An active loyalty member who has joined a club (configured in the Clubs module) to contribute towards shared goals. Members can earn and spend points from the club’s balance as defined by the club’s template settings. Their contributions help grow the club’s balance, which can be spent collectively.

Defines the structure and settings for individual clubs created by MUI users (within the Clubs module) or customers (via implementation of API endpoints). It provides use cases like Friends and Family, Sports Teams, or Business Groups. Templates define earn & burn mechanisms and determine how members can join a club—whether it is open to everyone, requires an invitation, or needs approval from the club owner. Only one template can be active at a time.

A type of custom reward that enables users to insert HTML code in the reward configuration fields.

Functionality of the Loyalty Engine that is available by default and potentially useful for building and managing your loyalty program.

Entity that grants financial benefits to the members of the loyalty program. Coupons can be given to customers by claiming rewards, using offers or through the Assign coupon workflow node. Coupons are created and managed in the Coupons module.

Configurable coupon types:

• Percentage discount
• Monetary amount value
• Gift card - a sum of money that can be used for multiple purchases until the entire amount is used up
• Free shipping

The action of allocating a coupon to a specific loyalty member.

A reward that assigns a coupon provided by a specific coupon pool configured in the Coupons module.

Cron jobs are automated processes that are scheduled to run at predefined times. 

These jobs take care of tasks, such as triggering marketing automation platforms to send emails to customers on their birthdays or managing point expiration. 

Data fields you create to tailor the loyalty program to your business needs. Unlike the attributes that are readily available in the Loyalty Engine (e.g., customer ID, reward name, number of earned points), you can configure custom attributes in the Management UI. These attributes provide flexibility in capturing, and using data relevant to your objectives (e.g., participation in store events, brands frequently purchased, limited edition rewards).

Type of entity that you can define through the Management UI. The use of custom entities allows the extension of the functionality and scope of your loyalty program beyond the built-in entities of the Loyalty Engine, enabling greater customization and flexibility in program design and management.

Events you can define to expand the scope of registered customer actions according to your specific needs.

Custom events can be configured through the Custom events module under. Custom events cannot be shared between workspaces.

Rewards that have no additional functionality attached by default, these rewards only take point point price from the customer’s point balance and registers that the reward was claimed.

Unique alphanumeric code associated with a customer in a database outside of Antavo. Not to be confused with User group External ID.  

Unique alphanumeric code associated with a customer. The customer ID is data saved in a customer attribute under customer profiles. The customer ID is immutable.

Using email addresses as customer IDs is not supported.

Descriptive tags stored in the Labels customer attribute. Labels can be created under the Management UI.

Representations of the customers in the customer database of the loyalty program. It serves as a repository of a customer’s data and historical actions.

Customer profiles can be browsed on the Management UI.

Homepage of the Management UI, serving as the central interface where you can access metrics of the loyalty program. It provides a visually intuitive representation of basic program metrics through graphs and charts. 

Within the dashboard, you can configure two types of graphical components:

• Scorecards or Cards - display singular, significant benchmarks within the loyalty program
• Charts - visualize the evolution of metrics over time

A stack where your loyalty program is hosted on a server dedicated to your needs.

Management UI users whose access to the Management UI has been revoked.

A type of reward that provides the customer with a download URL that can be used to access a digital file, like images or ebooks.

A type of coupon reward that assigns a coupon of a value depending on the number of points that has been spent to get the reward. E.g., if a customer spends 50 points they can get a $5 discount coupon, while if they spend 150 points they might get a $15 discount when redeeming a coupon.

Also known as score. The points that a customer has collected since enrolling in the loyalty program, calculated from the accumulation of point values attributed to events. 

The action of becoming a member of the loyalty program through the registration of the opt_in API event. As a result, the customer’s status turns to active.

Entities, such as rewards, challenges, stores, products, and transactions, are the foundational building blocks or components of a loyalty program. Each entity within the program represents a distinct unit of data. Entities have their own unique set of attributes and functionalities, which contribute to the management and operation of the program.

You can find a comprehensive list of Antavo entities in the Entities API documentation.

An individual instance or variation of an entity within the program. Represent the specific objects that program functionalities and customers interact with during program operations. Each entity item is uniquely identified within the system by an ID.

For example, within the rewards entity, entity items may include specific rewards such as a 20% off coupon or a 10% off coupon. Each reward is considered an entity item, with its own attribute values, such as a name, and redemption value.

A software instance that determines the working mode of all the Antavo application services.

List of environments: 

• staging environment
• production environment
• performance testing environment
• academy environment

Product updates are delivered on the level of the environments. 

Actions are registered as events in the customers' event histories that represent customer interactions. Once submitted, events cannot be deleted or altered in any way.

Collection of a customer’s historical events stored in the customer database. The data registered in the event history is immutable; its contents cannot be altered later.

The event history can be viewed by Management UI users through the Customer insights menu.

The earned points that have exceeded their validity period without being spent within the configured time limit. The mechanics of point expiration can be managed through the Expiring points module.

Workflow filters are conditions that determine whether the workflow progresses to the next connected node. The use of filters is optional.

Type of workflow that is always-on, it runs until you inactivate it.

A type of coupon reward that assigns a gift card-type coupon of a specific monetary value that can be used multiple times until the entire value is spent.

An event that is not attributed to a customer. Guest events are mostly used to track pre-enrollment purchases that can be claimed by customers after registering into the loyalty program.

Anonym events are stored in a separate event collection within the customer database until they are claimed by a customer and then moved to their event history.

Also know as suprise and delight reward. Rewards that remain hidden from customers. Hidden rewards can be assigned by the Reward claim workflow node as a surprise. Customers can be notified by using the event trigger capability of one of Antavo’s integration with your preferred marketing automation provider. 

Customers that are not registered members of the loyalty program. The use of this status depends on local data processing regulations and policies. Having inactive customers may help tracking pre-enrollment activities of a customer and ensure smooth customer data migration from other integrated systems.

Gamification elements of loyalty programs that increase customer engagement with your Instagram account. You can configure two types of in the Instagram contests module:

• Hashtag: Customers can participate by using a hashtag when posting to the feed.
• Comment: Customers can enter by adding a comment to an Instagram post.

Winners are selected manually allowing you to choose the winner based on your preference.

Note, that you must comply with local regulations and communicate terms and conditions.

Factory events that are generated by the Loyalty Engine as a result of the operation of its functionalities. These events cannot be registered from external sources (e.g., incoming webhooks, API requests).

Lists are subsets of customers administered manually in the Management UI or through the Customer list API endpoints. Lists can be used as customer criteria in the configuration of various loyalty mechanisms.

Customers can be added to or removed from lists anytime.

Configuration interface of the Loyalty Engine dedicated to workspaces. The Management UI grants access to: 

• configuration interfaces
• entities of a workspace
• customer database

A customer who is currently registered into the loyalty program with active or suspended status. Members can be browsed in the Management UI.

Aggregated number of loyalty members with active and suspended status.

Customer-facing interface of a loyalty program, that is built on your end to provide a comprehensive page consolidating all loyalty program details, allowing customers to view their point balance, explore ways of earning and spending points.

You have the flexibility to design, customize, and enhance the site according to your preferences and needs, leveraging Antavo’s API endpoints to access and display information stored in the Antavo database.

The action of uniting two loyalty member profiles into one single profile. The whole event history of the merged customer is transferred to the remaining active customer’s profile. There are two methods to merge customers:

• Partial: merging customers without customer attributes, and without any other object related to the customer.
• Full: merging customers with customer attributes through a profile event, and with all other objects related to the customer.

Customers who were previously registered in the loyalty program but have since been merged with another customer by a user. While the other customer remains active, the merged customer is removed from the loyalty program. This action is irreversible.

Feature set of the Loyalty Engine that introduces mechanisms that work independently from each other. The use of a module is optional, modules can be enabled or disabled in workspaces by Antavo upon request*.

* The enablement of modules may have financial implications regarding the service fee.

Types of monetary discounts that can be claimed and redeemed at checkout. Offers can be configured under the Offers module in two main steps:

• Define the customer basket that is eligible for the offer
• Define the value of the offer

The list of available offers can be accessed through the Offers API endpoint.

If the customer redeems an offer provided by the API response, you need to handle the reduction of the actual basket value on your end according to the configured offer settings.

Customers who were previously registered in the loyalty program before but have since opted out either voluntarily or due to a user action. Opt-out results in the complete anonymization of the customer in Antavo’s database.

Digital representation of a membership card, coupon, or event ticket that is assigned to a customer and stored in their mobile device. Each pass contains a barcode or QR code encoding unique information (e.g., customer ID or coupon code) which can be scanned for various purposes. Customers can use passes for:

• identifying themselves as program members in offline locations
• redeeming discounts during in-store purchases
• accessing exclusive events or gatherings

Serves as a template for generating unique passes for individual customers. Templates are created from scratch in the Management UI, allowing you to specify generic pass elements such as visual design (colors, logos) and content (text, customer data fields, barcode or QR code) according to your branding and program requirements.

Customers whose loyalty program registration has not been confirmed through email verification yet. Adding the email verification step to the registration process is optional, it can be introduced through the Customer login module.

The points that the customer has collected, but haven’t been credited and made available for spending yet. Once the points are confirmed, pending points are converted to earned points. Pending points can be managed through the Checkout accept and/or Pending events module.

Loyalty Engine environment to measure the performance of feature sets of the system or the loyalty program mechanisms as a whole.

Running a performance testing environment requires contacting the Antavo DevOps team and incurs costs.

Enables to configure gift-type rewards. If the Product catalog module is enabled, the products that have been added can be selected as reward items. Please note that Antavo does not take part in the delivery of physical rewards.

Form of currency used in a loyalty program. Customers can collect points and exchange them for benefits based on the configuration of the loyalty program mechanics. Points are registered as attributes of customer events as an integer (whole number) value. You can use alternative names to refer to points, such as tokens, coins, or miles.

Functions as a method for customers to use their accumulated points in exchange for the chance to win a reward by spinning a digital wheel. Each slice of the wheel represents a possible outcome, whether it is winning a reward prize or landing on a non-winning section. 

If the customer lands on a winning slice, the reward is automatically assigned and the reward event is registered in the customer's event history.

Prize wheels can be configured through the Prize wheels module.

The environment that runs public loyalty programs.. Real customer data should only be stored in databases connected to the production environment.

SLA response and resolution times, and the guaranteed uptime percentage apply to the production environments only.

A prospective customer who receives an invitation from a referrer to make a purchase at your store through a referral link. Upon clicking the referral link, the referee is directed to your page where a coupon or discount is displayed as an incentive to accept the invitation and make the purchase. 

When the referee successfully completes the purchase using the provided coupon, the referral is deemed successful, and the referrer and the referee may earn benefits, like loyalty points or rewards.

Action performed by loyalty members, where they invite their friends to make a purchase in your store. 

A successful referral occurs when the referred friend accepts the invitation and completes a purchase. When this happens, the referrer earns benefits such as points or rewards, depending on the configuration set in the Management UI.

The referral mechanism can be introduced in the loyalty program by configuring the Friend referral module.

A customer who invites a friend to make a purchase at your store. The referrer shares a referral link that offers a percentage discount as an incentive for the friend to make a purchase. When the referee clicks the referral link, they are directed to your page where the coupon code is displayed. 

Upon completing the purchase using the provided coupon, the referral is successful, and the referrer and the referee may earn benefits, like loyalty points or rewards.

The earned points that customers have spent, but the confirmation of point spending is still pending. Reserved points, once used, cannot be spent again while they are pending. Once the point spending is confirmed, the reserved points are then converted to spent/burned points.

A benefit provided by the loyalty program that is defined and configured in the Rewards module.

The reward claim is the action of assigning a reward to a loyalty member. A reward can be claimed through an API endpoint or the Reward claim workflow action, that triggers the registration of the reward event in the customer’s event history.

Reward redemption is the process of using a previously claimed reward to receive its intended benefit. While claiming a reward involves selecting or receiving it from a catalog, redemption is the moment when the reward is actually used, such as applying a discount from a coupon to a purchase or exchanging a ticket reward for entry to an event.

Customers may hand over a claimed reward to another customer through the registration of a Reward transfer event. The transfer mechanism can be configured for each reward separately.

Also known as earned points. The points that a customer has collected since enrolling in the loyalty program, calculated from the accumulation of point values attributed to events.

Segments are subsets of customers filtered based on data stored in customers' profiles. Segments can be created in the Management UI and used as customer criteria in the configuration of various loyalty mechanisms.

After being created, the selection of customers in segments are automatically updated according to changes in customer field values.

The points that a customer currently has to be exchanged for a benefit. Spendable points represent the customer’s point balance. Calculation: earned - (spent + reserved + expired).

Also known as burned points. The points that the customer has already exchanged for a benefit. 

Environment used to test the functionalities of the Antavo Loyalty Engine without impacting actual customer data.

Successfully tested features are packaged in monthly releases and delivered to the staging environment before being deployed to the production environment.

Performance testing is not allowed in the staging environment.

Also known as hidden reward. Rewards that remain hidden from customers. Hidden rewards can be assigned by the Reward claim workflow node as a surprise. Customers can be notified by using the event trigger capability of one of Antavo’s integration with your preferred marketing automation provider. 

Customers whose loyalty membership has been restricted due to suspected fraudulent behavior.

A suspended member is able to earn points but cannot spend points and redeem rewards. Suspension is a reversible action which means that users can lift suspensions on members, thereby changing their status to active.

Serves as a method for customers to spend their accumulated points in exchange for the chances to win prizes. Participants can enhance their chances by entering multiple times. Sweepstakes are inherently time-limited, with compulsory configuration settings for start and end dates under the Contest lite module.

The random winner selection process can be initiated manually in the Management UI.

Note, that you must comply with local regulations and communicate terms and conditions.

Customers can achieve different levels or statuses based on their engagement, spending, or other criteria. 

Multiple tier structures in a loyalty program target various customer segments and incentivize behavior.  

Each tier within tier structures typically offer increasingly valuable benefits or rewards, with the specific benefits determined through configuration in the Management UI. 

Tiers may include categories such as 'Silver,' 'Gold', with higher tiers offering greater perks and privileges.

Unique point-earning option where customers can collect points by repeatedly performing specific actions and achieving milestones within a predefined time period.

All points are assigned to customers as spendable points at the end of the campaign.

Tiered campaigns can be configured through the Tiered campaigns module.

Game in which customers search for codes and can exchange these codes for loyalty points or a reward. Treasure hunts can take place in either offline or online stores:

• Offline treasure hunt: customers can search for a code in the shop and scan it with their phone.
• Online treasure hunt: customers can search for the code by browsing a website.

Treasure hunts can be configured through the Offline treasure hunt and the Online treasure hunt module.

Workflow trigger nodes initiate workflows and can be based on either a specific date and time or an event registered.

The action of leaving the loyalty program through the registration of the Opt out API event. As a result, the customer’s status turns to opted-out.

The person who logs into the Management UI. A user can access the Management UI of multiple workspaces with separate user accounts and login credentials.

After logging in on the dedicated login page of a workspace, users may configure logics and program benefits, access and manipulate customer data, and browse customer activities depending on their role and user group.

Digital profile of the Management UI users. A user may have multiple user accounts granting access to separate workspaces. User accounts store user-specific information and access rights assigned.

New user accounts can be added in the Management UI.

Grants record-level access to entities administered in the Management UI. Access permissions for individual entity records need to be specified in the settings, indicating which user groups can access them.

User groups can be nested inside other groups in a parent-child relationship, allowing them to mirror the company’s hierarchy.

User groups and user roles are mutually compatible.

Defines a set of permissions to the functionalities of the Management UI. Controlling the actions of users based on their duties and responsibilities has multiple benefits:

• increase efficiency
• ensures personal data security
• maintains data integrity

The Administrator role is a predefined role that has access to all functionalities of the Management UI.

User roles and user groups are mutually compatible.

Name of the Antavo module in which pass templates can be configured and managed.

A workflow is a sequence of steps designed to automate various tasks in the loyalty program. 

Two types of workflows are available, campaigns and general workflows. Workflows can be configured and managed within the Workflows module in the Management UI of the platform.

Pre-designed template in the Workflows module, that can serve as a starting point for configuring workflows. 

Each workspace contains its own set of blueprints, which cannot be shared across different workspaces.

A structured unit that combines generic configuration, entities, and workflow settings, designed to support a specific loyalty program configuration.

Workspaces have a unique workspace ID. There is no interoperability between workspaces.

One workspace defines a loyalty program or multiple loyalty programs with the same set of functionalities. Multiple workplaces are necessary to run loyalty programs in multiple countries, with different loyalty logic or for different customer audiences.