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Terminology
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Here are some terms and there definitions that will be used in the remainder of this document.

 - **Event**: an activity to promote a product or service, as part of a campaign
 - **Offer**: a message, product or service given as part of an event
 - **Message-only Event**: an event is detected each time a customer fulfills given audience and trigger conditions of a specified amount, cumulative transactions greater than a specified amount or count of transactions greater than a specified count. These can include a time threshold as well.
 - **Trigger**: an event that a customer must do to qualify for an event
 - **Modifier**: an additional filter that can be included in trigger condition
 - **Audience**: customers with specific characteristics targeted by an event
 - **Segment**: a set of customers
 - **Static Segment**: a saved set of customers
 - **Live Segment**: a set of customers that changes based on audience conditions
 - **Target Group**: further grouping that can be done, among the customers who qualified for an event
 - **Attribute**: a characteristic of an object with an associated value.
 - **Aggregate**: data that is gathered and expressed as a summary such as totals or averages.
 - **Feed**: an organized stream of attributes or aggregations from different data sources.