Key terms

Intelligence engine

A repeatable process connecting data preparation, analysis and decision rules with reviewed action.

Permitted data

Information whose use for the agreed purpose is authorised and appropriate.

Decision support

Analysis that informs a person’s judgement and makes assumptions and limitations visible.

Workflow automation

Agreed rules and tools that help carry out repeatable tasks, with oversight and exception handling defined in scope.

Engagement

An interaction with a message or experience. Engagement alone is not evidence of a purchase or booking.

Outcome

A defined result, such as a booking or purchase, measured using available records and stated attribution limits.