Glossary Page

A/B testing is how you compare two versions of an experience using real users and real outcomes. You run variant A and variant B at the same time, then look at what changed, like conversion, clicks, retention or completion.
 
It’s most useful when a decision is genuinely unclear. If both options sound reasonable, testing is often faster than debating.
 
In Solitics, operators can run A/B tests across campaign content, channels, offers and journey variations, then evaluate results using configured engagement, conversion, retention and revenue goals—not only opens and clicks. Control groups can also be used to compare exposed audiences against a holdout, helping measure incremental conversion and revenue impact.

AI Expert is the former name of Saai, Solitics’ AI assistant inside the platform. Saai does everything the AI Expert did, plus many new features and capabilities. She plans strategy and analyses performance. She also troubleshoots issues and builds campaigns for you. She works from your own data, with dedicated versions for iGaming, Online Trading and Retail Banking. See Saai for the full entry.

An anonymous visitor is someone interacting with your site or app before they log in or register. You can still observe intent through behaviour, even if you cannot yet tie it to a known profile.
 
In Solitics, this is managed from the Visitor Activation module.

Attributes are the details that describe a user over time, like language, country, tier, favourite category or a saved preference. They live on the profile, so they can be used again and again.
 
Good attributes make targeting feel accurate because they reduce guessing. They also prevent obvious mistakes, like sending people content that does not fit them.
 
In Solitics, attributes are associated either with a member profile, where they provide the latest known customer context for segmentation and personalisation, or with an event, where they describe a specific action and can be used in triggers, filters, goals and reporting.

A bonus is an incentive that encourages an action, often by lowering friction or adding urgency. It can support onboarding, reactivation, loyalty or time sensitive moments.
 
In Solitics, an operator’s bonus engine connects via a configured provider integration, letting promotions and missions request bonuses as part of automated journeys and gamified experiences. Reward and mission events can then inform the next step in a journey once that outcome is recorded in Solitics, though exact fulfilment and timing depend on the provider integration and app mode.

Churn is what you see when users gradually stop engaging, until they disappear. It often shows up as fewer sessions, fewer actions and longer gaps.
 
Churn is rarely a single moment. Treating it as a pattern helps you respond earlier, while the user still has momentum.
 
In Solitics, inactivity and behavioural data can define churn-risk audiences, and where Predictive AI is enabled, pre-calculated churn predictions feed directly into segments and retention journeys.

A content builder is where messages and on-screen experiences are assembled. It includes the text, layout and dynamic fields that adapt content to different users.
 
In Solitics, content builders are provided per channel, with reusable templates, drag-and-drop creation, HTML import and built-in AI assistance for writing and refining copy.

Customer engagement is the ongoing pattern of meaningful interaction with your product. It’s the kind of activity that indicates interest and intent.
 
Engagement is a useful leading indicator. When it trends up, retention and long-term value usually follow.
 
In Solitics, customer engagement refers to how Solitics’ customers engage their own end users, through the combined outcome of journeys, promotions, messages, onsite experiences and missions acting on real-time profile, behavioural and transactional data.

A customer journey is the path a person takes with a product over time, from first interaction to repeat usage and long-term loyalty.
 
In Solitics, ‘customer journey’ often refers to the automated workflows at the heart of the engagement engine, also called ‘user journeys’ or just ‘journeys’. These are usually built around a specific use case, like onboarding new users, re-engaging inactive users, reacting to a live event or preventing churn. A journey can include multiple steps such as segmentation, triggers and waits, A/B testing and a mix of messages across multiple channels.

Customer retention is keeping users active over time. It’s the work of reducing churn and building habits, so people keep coming back because the product continues to feel useful and worth returning to.
 
In Solitics, Customer Retention is also the main module where retention programmes are built and managed.

Dynamic content changes depending on who is viewing it and what context they are in. One template can display different text, offers, recommendations or widgets based on attributes and behaviour.
 
This is how personalisation scales without creating dozens of separate versions of the same thing.
 
In Solitics, dynamic content pulls in details such as an end user’s profile data or what triggered the message, and changes depending on who’s receiving it and when. When Saai has access to a brand’s own data setup, she uses that brand’s real field names rather than generic placeholders. Otherwise, it uses example values instead.

An event is a recorded action or occurrence, like a login, click, deposit, trade, bet, page view or registration. It’s the simplest way to describe what happened, when it happened and who it happened to (if the user is known).
 
Events matter because they power most of the logic behind modern engagement. They’re what you use to trigger journeys, update segments, personalise content and measure behaviour over time. In Solitics, events are part of the core setup that everything else builds on.

The Follow Engine is a Solitics feature that lets you build one campaign flow that automatically adapts to different entities, instead of creating a separate flow for each one. For the In-Game Pulse feature (sportsbook), those entities are typically favourite teams, sports and specific matches. For Market Pulse (Trading), they’re typically the assets a user holds, along with the relevant portfolio context. The campaign stays as one structure, and the specific team, match or asset is filled in dynamically for each user.

Gamification uses mechanics like goals, progress, rewards and challenges to make an experience more engaging. It’s often used to encourage repeat behaviour and habit building.
 
In Solitics, gamification is native to the platform: A complete suite of widgets, mini-games, missions, tournaments and loyalty programmes, each customisable, connected to real-time data and personalised to each user as part of the wider engagement strategy.

GDPR is the European Union’s data protection regulation. It sets rules for how personal data is collected and used, and it gives individuals rights such as access, correction, deletion and control over processing.
 
In Solitics, authorised admins can locate a data subject’s records and support access, export and deletion requests, with actions recorded in audit logs, supporting a brand’s GDPR compliance workflow without replacing its wider legal responsibilities.

In-app messages appear inside the product experience, like banners, prompts, modals or embedded messages. They can be timely because they show up while the user is already active.
 
In-app messaging works best when it feels like part of the flow. If it interrupts too often, users learn to close it without reading.
 
In Solitics, in-app messaging is one of the channels within Solitics’ omnichannel communication capabilities, delivered directly into a brand’s app, with the exact formats and availability depending on a brand’s app setup.

In-Game Pulse is Solitics’ feature for using live sports moments as real-time triggers inside journeys. It connects a live sports data feed with your user data, so a goal, red card, kick-off or any other match event can immediately trigger a personalised response.
 
It’s typically powered through the Follow Engine, so you build one campaign flow and it adapts to the right teams, sports and matches per user, rather than creating separate flows for every scenario.

Integrations are the connections between systems that let data move in and out reliably. In practice, they’re how behavioural events, user attributes, CRM fields and messaging channels stay in sync instead of living in separate tools.
 
In Solitics, integrations connect a brand’s CRM, transactional systems, event streams, bonus systems and messaging providers, each built to fit that system rather than as one-size-fits-all plug-ins.

Journey orchestration is the logic that coordinates what a user experiences next over time, across channels and touchpoints. It helps ensure messages and experiences work together instead of overlapping or conflicting.
 
A simple way to picture it is a branching story. What happens next depends on what the user just did, what they did previously and what outcome you’re aiming for.
 
In Solitics, journey orchestration coordinates messaging across channels around what a person does in real time, delivering the right message at the right moment rather than on a fixed schedule.

A KPI (key performance indicator) is the metric you use to measure success against a specific goal. It could be conversion rate, first deposit rate, repeat usage, retention, churn reduction or revenue per user.
 
A clear KPI keeps work focused. It makes it easier to decide what to build, what to test and how to judge whether changes are improving results.
 
In Solitics, a KPI isn’t just something you review afterwards in a report: It’s a reusable definition you can attach directly onto a journey as a goal, so the outcome is tracked as part of running that campaign rather than measured separately after the fact.

LTV is the estimated total value a user generates over the lifetime of their relationship with a product. It reflects how long they stay active and how valuable their activity is over time.
 
LTV shifts attention from short-term wins to sustainable growth. Improving LTV usually means improving the ongoing experience, not only acquisition.
 
When Predictive AI is enabled, Solitics turns LTV into a pre-calculated estimate you can use directly as a segment condition, letting you target high or low-LTV customers with a specific journey.

Loyalty is sustained preference. A loyal user returns consistently because the product continues to feel worth it.
 
Loyalty often shows up as repeat behaviour and lower sensitivity to incentives. It can be supported by rewards, but it is usually earned through relevance and consistency.
 
Solitics’ gamification suite includes loyalty programmes with tiers, points and rewards, and a shop where users can redeem points for in-platform perks or merch.

Market Pulse is Solitics’ feature for turning live market movement into real time, personalised engagement. It connects market signals to user context, so the same market event can trigger different messages for different users, based on what’s relevant to them.
 
It’s designed to stay real-time even when the signal comes from outside your platform. Third-party market data can feed into journeys and still use Solitics logic on top, like segmentation, channel selection and personalisation.
 
In practice, this is often driven by portfolio context, including the assets a user holds, so updates reach the right traders without building a separate flow for every instrument. It’s powered by the Follow Engine, which lets one campaign adapt dynamically across many assets.

Marketing automation is running messaging and engagement programmes without manually executing each step. It typically includes triggers, segmentation and scheduled or behaviour-based logic.
 
Automation is most effective when it reduces repetition for the team and reduces irrelevance for the user.
 
Solitics started as a marketing automation platform, but has grown into what it calls an Adaptive Engagement ecosystem, adding gamification and AI features alongside automation.

A mini-game is a short interactive experience designed to create engagement quickly. It is lightweight, easy to understand, and typically built to be completed in seconds or minutes.
 
In Solitics, mini-games typically sit inside ‘Widgets’ within the Smart Gamification module.

Missions are goal-based experiences that encourage users to complete actions and track progress. They usually include a clear objective and some form of reward or outcome.
 
In Solitics, missions are a core part of the Smart Gamification module.

Omnichannel communication, or multi-channel communication, means coordinating messaging across channels so the experience stays consistent. Instead of each channel operating on its own, messages work together and take context into account, like what the user already saw, what they did next and where they are most likely to respond.
 
In Solitics, this is handled through journeys, where the same use case can combine channels like in-app, push, SMS, WhatsApp and web push without duplicating effort or sending conflicting messages.

Personalisation is tailoring content, timing, offers and experiences to the individual. It can be based on attributes, behaviour or real-time context.
 
Good personalisation feels like relevance. Users do not need to be reminded that it’s personal; they just notice that it fits.
 
Solitics personalises content and offers using a mix of profile attributes, segment membership, transaction history and predictions, so the same message can look different for every person it reaches.

PII is personally identifiable information, meaning data that can identify a person, like a full name, email, phone number or ID number. ‘PII modes’ refers to ways a system handles that data, such as masking, restricting access or separating sensitive fields.
 
Solitics supports configurable handling of PII, including masking, encrypting or excluding sensitive fields, with the exact setup varying by brand.

Placeholders are dynamic fields in content that get filled with user-specific values at the moment of delivery. Common examples include name, preference, followed team or a relevant asset.
 
Other platforms often call these values merge tags or dynamic fields; Solitics calls them placeholders.

Predictive AI is Solitics’ feature for forecasting user behaviour, specifically churn and lifetime value. It analyses patterns in activity and updates a score for each user, so you can see who is likely to disengage and who is likely to become more valuable, based on what the data is showing now.
 
This feature is usually grouped under predictive analytics, and you’ll often hear it described more specifically as churn prediction, propensity scoring and LTV forecasting.

A promotion is a targeted offer designed to drive a specific action, like returning, upgrading, depositing or trying something new. Promotions can be broad or personalised, and they’re often time-bound.
 
In Solitics, the term ‘Promotion’ also refers to a one-off campaign, as opposed to an ongoing multi-step journey.

Push notifications are short messages sent to a user’s device from an app. They can reach users when they are not actively in the product, which makes them useful for timely updates and prompts.
 
They work best when there’s a clear reason to send them now. If pushes are frequent, generic or disconnected from what the user cares about, people tune them out quickly.
 
Push notifications are one of the channels within Solitics’ omnichannel communication capabilities.

Real-time personalisation is adapting what a user sees based on what is happening right now. Instead of relying on yesterday’s behaviour or scheduled campaigns, the experience changes in response to live signals, like a click, a deposit, a market move or a match event.
 
It’s most noticeable in fast-moving moments, when the gap between something happening and a response needs to stay short. Solitics keeps that gap under 0.8 seconds, so people see it while they’re still in the moment.

Retention marketing focuses on keeping existing users active, engaged and returning. It includes onboarding improvement, habit-building, re-engagement, loyalty mechanics and churn prevention.
 
Solitics supports retention marketing, along with other lifecycle use cases like onboarding, reactivation and loyalty.

Saai is Solitics’ AI assistant inside the platform, previously called the AI Expert. You can talk to her in natural language and use her for strategy, ideas, campaign building, analysis and support.
 
She pulls terminology, data and structure from your specific setup, so her answers reflect how your account is configured and how you work.

Save Data is a Solitics capability for capturing and storing new information learned from interactions. For example, if a user clicks on a topic repeatedly, that preference can be stored and used later. It’s one of the ways personalisation gets more accurate over time, because the system doesn’t have to ‘rediscover’ the same signals repeatedly.

An SDK is a software development kit used to integrate a platform into an app or website. It supports tasks like event tracking, user identification and data transfer.
 
Solitics has an SDK that brands use for anonymous visitor tracking, front-end behavioural events and real-time onsite experiences like widgets.

Segmentation is grouping users based on shared characteristics or behaviour so experiences can be targeted. Segments can be simple or highly specific, and they can update dynamically.
 
In Solitics, segments can be made manually, like a fixed list, or built dynamically from calculations across someone’s history, like total deposits, average stake or how recently they logged in.

Smart Gamification is Solitics’ module for building gamified experiences that sit inside the product experience, mainly through widgets and missions. It’s designed to give users clear goals, visible progress and instant rewards, using interactive elements like pop-ups and mini games that can be personalised in real time.

SMS is text messaging to a phone number. It is direct and tends to be read quickly, which makes it powerful and easy to overuse.
 
SMS is best reserved for messages that are genuinely time-sensitive or high importance for the user.
 
Solitics offers SMS as one of the channels within its omnichannel communication capabilities.

A trigger is the condition that starts an action, like sending a message, showing a widget or adding a user to a journey. It defines when something should happen.
 
Triggers can come from different sources. A user does something, like clicking or depositing. A user reaches a state, like entering a segment. Or time passes, like three days of inactivity. In Solitics, triggers are used throughout journeys and promotions to keep timing tied to real behaviour.

Visitor activation is the stage where you take anonymous traffic and turn it into known, converting users. It’s focused on the steps before registration, when intent is high but drop-off is also high.
 
In Solitics, Visitor Activation is the module for running those pre-registration journeys. It uses behavioural and contextual signals from anonymous visitors to trigger real-time on-site experiences, so you can personalise messages and offers before someone signs up.

Web push notifications are push messages delivered through a browser rather than a mobile app. They can reach users on desktop and mobile web, depending on permissions.
 
Web push can be useful for timely updates, especially when users are active on web and not in an installed app.
 
Solitics offers web push as one of the channels within its omnichannel communication capabilities.

WhatsApp messaging is direct communication via WhatsApp. Because it feels personal, users tend to expect messages to be relevant and worth receiving.
 
It’s often used for timely, contextual updates where a conversational channel makes sense.
 
Solitics offers WhatsApp as one of the channels within its omnichannel communication capabilities.

Widgets are embedded UI components that appear inside the site or app experience. They can be simple, like a banner or prompt, or interactive, like a mini-game, progress bar or a live feed.
 
In Solitics, widgets are a core part of the Smart Gamification module, where they’re used for mini-games and gamified incentives. They’re also used as dynamic, in-product surfaces for live updates, including real-time market insights and sportsbook moments, so users can engage with timely information without leaving the experience.