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The following terms and phrases are commonly used in context with Apptus eSales. Each term and phrase is followed by a brief description and may include links to more in depth documentation of that subject.

Term/Phrase Description
Ad An Apptus eSales data entity that allows for static or live ads that can include personalised products. Ads can be imported into eSales via the Web API.
Administrator A person with administrator access for the Apptus eSales apps on behalf of a retailer. An administrator can manage settings for users and markets with the Apptus eSales apps.
Argument Parameter values sent with panels queries and notifications with the Web API. Arguments are panel and notification dependent.
Attribute Meta data of a product, variant, ad, or category describing properties. Attributes are used for actions such as search, filter, sort, and more.
Backfill The act of adding additional products to a panel result. If a result does not return the desired amount of products, additional products will be automatically added from a predefined data set to the result.
Banner See Ad.
Category An Apptus eSales data entity that allows for relationships between and grouping of products and variants.
Cluster A group of one or more Apptus eSales servers.
Data model The definition of how products, variants, ads, and categories are set up with attributes for use with Apptus eSales. The data model defines for example what needs to be a product or a variant, or how product stock is described.
Deduplication Methods of controlling if a product should be present in more than one displayed panel at the same time when using zones.
Demotion A method to temporarily bury selected products and variants in results in a market. Demotions are useful for use cases such as demoting seasonal products after their season ends, or demoting certain brands or type of products.
Dynamic page A concept that enables retrieval of content from several panels at once without the need for creation of unique zones.
Exposure strategy A method that allows for algorithms to decide what content to expose based on different business metrics such as product revenue, profit or conversions. Exposure strategies can be automatically tested against each other with A/B testing.
Imports The method used to add content, product, ad, and category data into eSales by way of posting XML to the Web API. The import method can also update, clear, and remove data. Imports are continuously performed as part of an import strategy.
Integration The process of introducing Apptus eSales to an e-commerce site.
Integration partner A development company working together with the Retailer in integrating Apptus eSales.
Faceted navigation A concept allowing for dynamic and contextually based multiple choice product filtering and navigation. Faceted navigation is also known as check-box navigation as it is most often visually presented for a visitor as check-boxes.
Filter A logical expression that defines a set of products for eSales to operate on. Filters are used as arguments with panels.
Level of personalisation A strategy on how to use notifications. The level of personalisation determines how sessions, visitor identification, and notifications is to be implemented and managed.
Locale Language and region identifier. Locales enables language specific product information, but also synonyms for search, recommendations, and did-you-mean functions. Locales are also used to define how data and search queries are managed and how results are sorted.
Market A data containment area that separates behaviour data from different sites. The different functions of the Apptus eSales apps are divided and managed by market.
Merchandiser Person with access to the Apptus eSales apps on behalf of the retailer. A merchandiser will use the Apptus eSales apps to work with promotions, exposure strategies, and more.
Notification Data about visitor interaction sent to eSales via the Web API. The notification type used determines how eSales process the received data and should match the visitor action. Incorrectly set-up notifications will impact eSales performance.
Panel A configurable area, or block, on a website that accepts queries and presents results. Apptus eSales include predefined panels functionality for ads, customer actions, navigation, product information, recommendations, and search.
Parameter The definition of a key with a value that is used in arguments for notifications, panel queries, and more. Panels and notifications have specific mandatory and optional parameters related to their functions.
PIM/ERP Product Information Management / Enterprise Resource Planning. The retailer's systems that Apptus eSales communicates with and product data and more is derived from.
Priming Addition of historical sales statistics into Apptus eSales. Data priming is usually performed at the end of an Integration before go-live.
Product The main data entity in Apptus eSales with information about a retailer's product. Products can be imported into eSales via the Web API. Products can have variants and be a part of one or several categories.
Promotion A method used to temporarily boost specific products in results in a market. Promotions are used for cases such as stock clearance and supporting external campaigns.
Query A request from the client made to Apptus eSales that returns a result to, for example, a panel.
Relevance Apptus own algorithmic methods to sort products and measure a product's relevancy in a given context. Used to make sure that the most relevant products are shown to a visitor at any given time.
Retailer A company with an e-commerce website.
Strategy score A calculated momentary popularity based on the set exposure strategy. The strategy score is used for product sorting and more.
Session A period of time where a visitor interacts with a site. During a session, notifications about visitor actions, so called events, are sent back to eSales.
Synonym Words related to a search phrase that help visitors find products even if the phrase used is not a perfect match. Synonyms can be used to guide visitors to relevant search results and can be set for individual phrases.
User A person with access to the Apptus eSales apps on behalf of the retailer.
Variant A data entity that shares many properties with a product but differ with a few. Variants are usually the items that are displayed to the customer.
Visitor A new or returning customer of the retailer's e-commerce website. Apptus eSales can identify visitors across different browsers and units to enable personalisation across devices.
Web API A two-part API system that enables communication with Apptus eSales and a retailer's e-commerce website. The Web API is based on a RESTful API and a JavaScript Library.
Zone A zone is a container of panels that are used to build a specific panel structure. This container most often represent a page or a specific part of a page.


The following abbreviations are commonly used in context with Apptus eSales.

Abbreviation Description
API Application Programming Interface
AOV Average Order Value
CRM Customer Relationship Management
CTR Click Through Rate
ERP Enterprise Resource Planning
GDPR General Data Protection Regulation
GUID Globally Unique Identifier
JSON JavaScript Object Notation
QPS Query Per Second
PIM Product Information Management
REST Representational State Transfer
SEO Search Engine Optimisation
SKU Stock Keeping Unit
UUID Universally Unique Identifier

Last update: February 25, 2021

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