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            Associated Terms for Related Attributes

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            Associated Terms for Related Attributes

            Review the terms used in these examples.

            • Activation: The process that publishes a segment to an activation platform (target).
            • Activation Membership: The grouping of fields from different data model objects (DMOs) to include in an activation.
            • Activation Target: The location where a segment’s data is being sent during the activation process, such as an advertising platform or Marketing Cloud Engagement.
            • Attribute: Information or data found in an object, for example, in a data model object (DMO). Data 360 has two types of attributes in segmentation.
              • Direct attribute (1:1)—The attribute has only one value for the user in the DMO, for example, postal code or first name. 
              • Related attribute (1:N)—The attribute can have many values per attribute for a specific user, for example, purchases or email events. 
            • Data Extension: A table that stores data in Marketing Cloud Engagement. You can use data extensions for data storage or for sending messages to customers. 
            • Data Model Object (DMO): A grouping of data made up of attributes that are created from data streams, insights, and other sources. 
            • Filter: The process of reducing or narrowing the results. Filtering is possible within segmentation and activation. 
            • Guided Template Language (GTL): A Marketing Cloud Engagement programmatic language that takes data from specified data sources and applies it within templates used to render the content. GTL supports templates from Mustache.js or Handlebars.js, and it can access JSON data stored in data extensions within Engagement. 
            • JavaScript Object Notation (JSON): JSON is a standard text-based format for representing structured data based on JavaScript syntax. It’s used to send related attribute data from Data 360 to Engagement. 
            • Operator: A directional phrase used to specify how the filter criteria relates to each other. The operator in a filter is like the verb in a sentence, for example, equals, greater than, or contains. 
            • Segment: A data grouping that shares some set of characteristics, for example, customers who have the same birthday.
            • Short Message Service (SMS): Text-only messages with a maximum character length of 160.
             
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