Glossary of Terms

Find all of the essential terms laid out below in this glossary. Understanding all the CareCloud terms helps you better understand CareCloud features and guides.

Analysis & Reporting App

One of the CareCloud platform's natively integrated applications.
Understand where your growth comes from, analyze every customer interaction, and anticipate future purchasing behavior thanks to Analysis & Reporting App. Identify the winning strategy and the success elements thanks to advanced and customizable campaign analyses in the Analysis App.
Gain assurance that you spent your marketing resources efficiently and that your timing maximizes ROI. Analysis & Reporting application offers different types of basic KPI overviews and advanced reports. It consists of various standard reports that you can customize according to the specific project requirements.


An Application, also referred to as an Application program, Application software, or just an App, is a computer software package that performs a specific function directly for an end-user or, in some cases, for another application. An application can be stand-alone or a part of a programs' group. CareCloud platform enables you to connect to External Applications.


An Audience is a group of customers defined as a target group of an omnichannel campaign. The Audience is determined based on the selected parameters in the CareCloud platform user interface so you can communicate with each group effectively and appropriately.
You can use all customer data in the CareCloud platform to define an Audience. The primary groups of Audience parameters include contact sources, demographics, purchasing behavior, responses to campaigns, types of consent, account history, and any other customer activity or customer account event.


A Badge is a mark (pin, symbol) that can be created and assigned to customers in the CareCloud platform based on the definition of specific characteristics or customer behavior. You can mark a customer with a Badge within the CareCloud platform manually or automatically (Flexi).


A Benefit is any bonus provided to a customer—for example, a voucher, coupon, rewards points, or discount. CareCloud platform provides users with the administrator interface for defining all types of Benefits. Customers earn benefits automatically by meeting predefined conditions and parameters when purchasing (in the e-shop, cash register system, or mobile application). The customer can also earn the benefit during an omnichannel campaign, within a defined automation workflow in the MA application, or by manual assignment by a CareCloud user.
The basic types of user-defined Benefits in the CareCloud platform are Rewards, Voucher, Campaign products, Reward points, and Status - Membership levels. You find a detailed description of each benefit in the related sections.

Business Units

Business units are sales units, points of sale, and customer contact. These are networks of brick-and-mortar stores in retail, a network of pharmacies in the pharma industry, and branches of banks and insurance companies in the banking sector. The business unit can also be an e-shop, a sales kiosk, a mobile application, or any other type of point of sale.
The CareCloud platform is ready to manage, process, and protect customer data in complex ownership structures, franchises, or licensed business units.


The card is a common way of identifying a customer. The identification element is a unique customer card number, whether it is a plastic, virtual (e-card in any mobile app like iOS Apple Wallet card, Key Ring, Stocard, VirtualCards, or any other), loyalty, credit, or membership card. The unique card number can be in the form of a BAR /EAN code, QR code, chip, emboss, or string of characters.
CareCloud platform works with any unique identifier, including cookies. One customer account can have several identifiers assigned to cover all the interactions with the customer.

Cash Desk Rewards

Cash desk rewards can be redeemed only when the shopping cart content fulfills the selected criteria. Cash desk rewards are evaluated and redeemed during the checkout process directly in the POS, the e-shop, or the mobile application based on the shopping cart content and customer account eligibility.
After the bill payment and transfer, CareCloud creates a Voucher for the specific customer account and applies it immediately. In the case of a point-based loyalty scheme with payment by points enabled, the Voucher's points value is deducted from the customer account at the time of redeeming the reward.


A campaign is a series of organized actions done for one purpose. A marketing campaign is a planned sequence of activities and processes that promote an individual product or service. You can use and coordinate multiple communication channels to deliver effective results within a personalized omnichannel marketing campaign in the CareCloud platform.

Campaign Products

A simple tool that allows you to create and manage discount promotions on selected products based on communication channels and points of sale. You can primarily use it to create a discount catalog with special price incentives. The basic parameters of the campaign price are the product selection, discount setup, including the validity period, the image of the discount, and selection of eligible business units or sale channels (e.g., e-shop, cash register system, mobile application, or sales kiosk).
The Reward tool allows you to make more complex rewards.

Campaign & Marketing Automation Rewards

Campaign & Marketing automation rewards are used in ad hoc or automated omnichannel campaigns. A Voucher with a unique code is generated and assigned to each targeted customer at the launch of an ad hoc campaign or during the processing of a marketing automation workflow.
The customer can redeem this Voucher by entering a code in the e-shop, mobile app, sales kiosk, or directly at the store. If the loyalty program employs a point-based scheme, the Voucher's value in points is deducted from the customer's account when redeeming the Voucher.

Campaigns & Segmentation App

One of the CareCloud platform's natively integrated applications.
Achieve high marketing ROI using flexible and intuitive marketing tools in the Campaigns & Segmentation App. Enjoy efficient tools for advanced customer segmentation, omnichannel campaign preparation, and accurate execution provided by CareCloud's natively integrated Campaigns & Segmentation App.
You have at hand a complete start-to-end marketing solution beginning with creating an audience to be targeted, continuing with truly personalized campaign designing & testing, and finishing with the proper execution. You can make effective promotions using CareCloud's design-builder, including personalized emails, text messages, or web and mobile PUSH notifications.

Campaign Email Templates

Campaign Email Templates are email designs ready for creating and submitting ad hoc marketing campaigns that you can manage by using drag & drop tools directly in the Campaigns & Segmentation application. You can fully personalize the content of the templates by inserting personalized variables and using the conditions for displaying parts of the content.
Sending the campaign is conditioned by the customer's consent to personal data processing and marketing communication.


CDP is an abbreviation of Customer Data Platform.
As its name suggests, the goal is to collect, orchestrate, and unify customer data from all customer touchpoints into a real-time, persistent customer database.
CDP collects customer data from all the available touchpoints - every interaction with a customer, online or offline, is recorded and sent to CDP. From this data, CareCloud creates a 360-degree customer database - full of clear, unified, and universally actionable data. Then CDP provides this data back to customer touchpoints to personalize the customer experience for each customer. CareCloud’s clients get the personalization into an e-shop, mobile app, emailing, or brick-and-mortar store.

Checkout Process

The online communication between the point of sale (POS system in a business unit, e-shop, Android or iOS mobile application, sales kiosk, or any other point of products sale application) and the CareCloud platform during the checkout process enables applying the customer benefits defined in CareCloud automatically.
The POS sends the customer identification and shopping cart content to CareCloud. Gets back all the necessary data to automatically apply the discounted campaign products, automatic cash desk vouchers, individual catalog or campaign vouchers, loyalty membership discounts, or other customer benefits. The POS system sends the final purchase content to CareCloud to assign it to the customer account.

Click & Collect

The Click & Collect functionality of the CareCloud platform enables the processing of online orders for a product or service and their pick up by the customer in a selected business unit. It allows you to easily manage communication with customers during order processing and inform them and the business unit staff about the order processing status.


Umbrella title for any type of communication sent to customers. CareCloud’s native communication types include email, text messages, Viber, and PUSH notifications.
To create the communication’s content and visuals, CareCloud offers an intuitive user designer. CareCloud also allows for communication within a campaign or an automated workflow.


Legal standards (e.g., GDPR) restrict the processing of customer personal data and other operations (e.g., profiling) based on the customer's consent. You can manage the content and status of Customers' Consent to the Processing of Personal Data using the CareCloud platform. It also enables you to create customized Consent for Data Processing based on the requirements of your project.

Coupons & Catalogue Rewards

Coupons & Catalogue rewards are intended for use in the rewards catalog on the web, mobile application, e-shop, or sales kiosk. The available Vouchers are displayed to a signed-in customer based on the reward definition and the fulfillment of conditions.
If a customer (or staff) chooses the reward, CareCloud generates a Voucher with a unique code and assigns it to the customer account. The customer redeems the Voucher during the checkout process.
In the case of a point-based loyalty scheme with payment by points enabled, the Voucher's points value is deducted from the customer account at the time of generating the voucher.


A Customer (also a client, consumer, or buyer) is a recipient of products or services they receive from a CareCloud user (seller, merchant, or supplier) for monetary or other valuable consideration. CareCloud platform enables Customer data processing and 360-degree customer view, and all overviews of Customer relationships.

Customer 360 View App

One of the CareCloud platform's natively integrated applications.
You gain an in-depth understanding of your customers across different applications and platforms in one place with the Customer 360 View App. Provide your marketing team with a better understanding of the purchasing patterns by visualizing all the customer data on one screen. Increase the lifetime value by utilizing a complete 360-degree customer view.
Customer 360 View Application displays all customer's activities, including purchasing behavior, RFM parameters, omnichannel communication, social engagement, and many other entities related to a customer account. You can register a new customer, search for any customer account, or view detailed customer-related data in the Customer 360 View App. All customer data is analyzed and shown in well-arranged widgets.

Customer Account

In the CareCloud platform, each customer has a customer account, to which all data related to this customer are assigned. The customer's account can be found and identified by any unique identifier (such as a customer card) associated with that account.
Purchase transactions, cards, communications, rewards, and other data structures are linked to the customer account.

Customer Account History

The full record of all customer’s actions and engagement with your brand. Customer Account History is visualized by CareCloud’s Customer 360 View app.
Account history contains records of all purchases, communications, segments, audiences, actions done by Marketing Automation workflows, and loyalty interactions.
A Complete and truly 360-degree customer view is essential for customer service to timely resolve all customer requests and also for store staff to understand their customers fully.

Customer Contact Source

The CareCloud platform acts as a central data warehouse for all customer data. CareCloud collects customer data from various sources (touchpoints), including an e-commerce site, mobile apps, web, loyalty program microsite, sales kiosks, omnichannel campaigns, newsletters, partner sites, and more. CareCloud complements each customer account with a source (or multiple sources) identifying from where the data was obtained. Customer contact source is one of the fundamental parameters of customer segmentation.

Customer Lifetime Value

Customer lifetime value (CLV) is a measure of the average customer's revenue generated over their entire relationship with your company. Represents the net present predicted value of your customer's future income.

Customer Properties

You can store an unlimited amount of customer data for each customer account in the CareCloud platform. Standard data structures are available for out-of-the-box use for common customer data. Yet, it is possible to create user-defined data structures called Customer properties for project-specific data. You can customize the Customer properties based on your needs and populate them with data from various sources. You can also work with account properties across the CareCloud ecosystem via the CareCloud API.

Customer Account Relations

It is possible to create different relations between Customer accounts in the CareCloud platform. You can define the principle of the Customer Account Relation, set the specific properties of the relation type, and create customized Customer Relations between two or more Customer Accounts. An example of a relation is a family account relation, which links the members of one family.


Events are a unique entity that you can use to record various activities on the customer's account. The structure of events allows you to define different types of Events with specific properties, group them, and link them to an individual customer account. You can use Events to trigger, manage, and create workflow conditions in the Marketing Automation application.

External Application

You can integrate the external applications with the CareCloud platform via the documented REST API. The integration enables data exchange between the CareCloud platform and an integrated external application.
Via the CareCloud REST API, you can integrate applications designed for CareCloud platform users (POS and EPOS systems, e-shops, kiosks, BI, accounting systems, and more) or external applications designed for customers, i.e., mobile applications, customer portals, and customer microsites.
In the case of an external application for CareCloud platform users, it is possible to use Single Sign-ON user login by passing the SSO token to the external application. The user then does not have to enter his login details when launching the external application.


The GDPR establishes a legal framework for protecting personal data in the European Union to safeguard EU customers' rights against unauthorized data processing. Customer's personal data may be processed only with the customer's consent to the personal data processing. The CareCloud platform allows you to manage customer consent following GDPR.

Gift Reward

You can use the Gift Reward feature to allow customers to give someone a gift voucher of a specific value. After purchasing a voucher of the desired value, a unique code will be generated and emailed to the recipient via an automated workflow. The voucher is redeemed during the checkout process using its unique code. The value of the gift voucher reduces the final price that the customer pays. A gift voucher can be applied in combination with other rewards.


There are different areas that customers are interested in, that they enjoy, that they like or prefer. CareCloud allows you to manage all of these customer project-specific preferences, personal interests, passions, or hobbies.

Loyalty Program

A customer loyalty program is a marketing strategy that rewards loyal customers who frequently engage with your brand. Customer loyalty programs are designed to incentivize repeat purchases by providing members' discounts, unique offers, VIP events, and more.
You can manage a point-based loyalty scheme, discount program, tier program, paid VIP program, loyalty coalition, or membership-level scheme with CareCloud Loyalty Engine.

Loyalty & Administration App

One of the CareCloud platform's natively integrated applications.
Become the love brand and build genuine relationships with your customers, thanks to the limitless possibilities of the Loyalty Engine, which is an integral part of the Loyalty & Administration application.
Loyalty Engine Application helps you identify the key spenders and offer them myriad reward and benefit types. Whether you prefer a point-based loyalty scheme, discount program, tier program, paid VIP program, loyalty coalition, or membership level scheme, Loyalty App has got you covered.
Administration allows you to set up system parameters like user access authorization, user roles, international settings, system events, social networks, external and system apps, and much more.

Marketing Automation App

One of the CareCloud platform's natively integrated applications.
Marketing Automation App manages marketing processes and multifunctional campaigns across multiple channels automatically. You can automate repetitive omnichannel marketing tasks for the sake of efficiency and provide a more personalized experience for your customers.
You can use marketing automation to drive the pipeline by sourcing the hottest leads, creating customized campaigns to target ideal buyers, and moving leads through the sales cycle to maximize the ROI of marketing programs.


Order is a customer's declaration of intentions to purchase a product, i.e., the request to buy something. An order may refer to a product, service, or even experience. The order becomes a contract (spoken, written, or electronic) between the business and the customer. The customer commits to receive the product and to pay for it.


A Partner is a CareCloud entity that owns and manages a defined group of customer data in the CareCloud platform based on consent to the processing of personal data. The users of a specific Partner have no access to the customer data of another Partner. Each user is linked to a specific Partner.
The user of a specific partner has the right to view, edit, or delete the relevant customer data, depending on the user authorization rights. The CareCloud platform supports the processing of multi-brand coalition customer databases and programs, customer franchises, and other complex customer relationships involving customer data ownership.

Point of Sale (POS)

The point of sale (POS) is defined as the time and place where a purchase transaction is completed. The customer makes a payment to the merchant in exchange for the product there.
By POS system, it is meant the cash desk system that manages the purchase transactions in brick-and-mortar stores (business units). EPOS system enables processing transactions in e-commerce.
The integration of POS and EPOS systems with the CareCloud platform allows calculating the product's price for a specific customer during the checkout process, including their customer benefits via the CareCloud API.

Profiling of Customer Data

Profiling is the automatic use of customer data to evaluate certain aspects of the customer's behavior. The purpose is to predict the customer's behavior and provide a basis for appropriate marketing and loyalty decisions.


A Product is an item offered for sale to customers. A Product can be goods, a service, a ticket, or even an experience. Physical products include durable goods (cars, furniture, or computers) and nondurable goods (food and beverages). Virtual products offer services or experiences (education courses, repair services, software, or balloon flight).
You can manage all different Product types and their properties, define product brands and classify Products into Product groups in the CareCloud platform.

Purchase Transaction

A Purchase Transaction is the process of purchasing a product. Individual types of purchase transactions differ in the method of payment, point of sale, and other parameters. The product could be goods, a service, a ticket, or even an experience.

Purchasing Behavior

Customer purchasing (or buying) behavior is the decision processes and acts of customers involved in purchasing and using the product. It is the process employed during the choosing, consuming, and disposing process. This includes customers' emotional, mental, and behavioral responses.
Studying consumer behavior is crucial because it helps marketers understand customers' buying decisions.

Purchase History

The purchase history includes all purchases the customer has made both online and offline, i.e., in an e-shop, a store, a branch, a sales kiosk, or a mobile application.

Recency - Frequency - Monetary (RFM)

Recency - Frequency - Monetary (RFM) value is a method used to analyze customer value based on their spending habits. It is commonly used in direct marketing and has received particular attention in retail and other services industries.
Recency is the number of months that have passed since the customer last purchased, frequency is the number of purchases, and monetary value is the sum amount spent on all purchases in the last 12 months.


There is the possibility to recommend to customers the most relevant product or service based on customer Purchasing Behavior. The product recommendation helps you guide customers on the products or services they should purchase based on previous shopping tendencies. Product recommendation engines use machine learning algorithms and artificial intelligence to recommend the most relevant products to a specific customer.


Rewards are one of the most complex benefits that you can define and manage in the CareCloud platform and, based on this definition, used when the customer is shopping in an e-shop, store, branch, sales kiosk, or mobile application.
The Reward does not have a direct link to a customer account, but it is a general definition for specific Voucher creation and its link to a customer account. The basic types of Rewards are Cash Desk Rewards (Party time rewards), Campaign & Marketing Automation Rewards, and Coupons & Catalogue Rewards. The difference between these types is in their use and application mechanisms.
Typical uses of Rewards are product discount campaigns, limited-time flash sales, buy more-save more promotions, branded product giveaways and gifts, rewards points payments, holiday promotions, etc. The possibilities of Rewards use are unlimited.

Rewards Points

You define Rewards points for customer programs that use a loyalty point scheme and thus effectively increase customer loyalty. You can create Rewards points groups to make CareCloud platform users easier to navigate and assign the Reward points to customer accounts automatically within the run of a user-defined marketing workflow.
There is an option to automatically assign Rewards points to a customer account after meeting the set conditions or manually in the CareCloud platform user interface. Use the action Add points to a customer account in Marketing Automation App, select Reward points type, and Rewards points amount.

Rewards Points Group

In the CareCloud platform, you can create groups of loyalty point types to help you navigate between them.

Rewards Points Purchase Bonuses

Rewards points purchase bonuses are special Rewards points automatically assigned to the customer's account immediately after the purchase based on the bonus definition in the administration interface of the CareCloud platform.
The basic parameters of the Rewards points purchase bonus is a points value multiple for purchases of a product, product group, brand, or all purchases of a business unit or by a customer from chosen customer segments. The assignment of a points reward for purchase can be limited to a time period, days of the week, or specific hours of the day.


A segment is a group of customers with the same specific characteristics or properties. Customer segments are created by dividing customers into groups based on specific characteristics so you can handle each group effectively and appropriately in the CareCloud platform and your integrated IT ecosystem.

Simple Rewards

Simple rewards is a basic reward type with minimal setup requirements intended for use in rewards catalog on websites, mobile apps, e-shops, or sale kiosks. Simple vouchers are displayed to a signed-in customer based on the customer's eligibility. If a customer chooses the reward, CareCloud assigns a Voucher with a unique code to the customer account. The customer redeems (applies) the voucher during the checkout process.
Use Coupons & Catalogue rewards for extended setup, including conditioning on the shopping cart content.

Status - Membership Level

Your customer program may add escalating customer benefits and reward-earning opportunities by establishing statuses and membership levels (e.g., silver, gold, and platinum levels). You provide the most exciting rewards to the most loyal spenders based on their overall amount spent.
Customers are assigned Statuses based on meeting the criteria you define in each Status or Membership level setting.

System Email Template

System Email templates are ready for system and marketing automation notifications that you can manage using drag & drop tools directly in the Campaigns & Segmentation application. You can fully personalize the content of the templates by inserting personalized variables and using the conditions for displaying parts of the content.
Sending the system templates is conditioned by the customer's consent to personal data processing only.


A tag is a label, sticker, or marking of the selected item. In the CareCloud platform, tagging can be used to sort and filter the content of tables. You can easily assign one or more tags to list items to enhance the navigation within tables.


A user is a person who utilizes an Application, a computer, or a network service. A user has a user account and is identified by a username (or user name) and a password. The user is assigned a user role and user rights in the application.

User Role

The User role is a permission set that controls access to Applications, actions, and features within the CareCloud platform. Each User account requires a Role assignment.


A Voucher is generated and assigned to a specific customer account based on the Reward definition. Only customers who meet the conditions of the Reward definition are eligible for the Voucher generated by Reward.
Depending on the Reward type, the Voucher can be generated and redeemed directly at the time of creation or only by performing any of the following actions: purchase in an e-shop, store, mobile application, or any other point of sale, or by manual redemption by CareCloud users on a specific customer account.


The Wallet in the CareCloud platform contains Rewards Points and Credits. It is assigned to each customer on his customer account. The content of the Wallet is available in the Customer 360 View Application.

Workflow (Automation Workflow)

Workflows are the cornerstone of CareCloud’s Marketing Automation. (They drive your customers’ loyalty and lifetime value up.) There’s an intuitive user interface in which you easily create the workflows. You choose a trigger to start and continue with nodes. With the smooth workflow designer, it is easy to automate the whole customer journey without the need to write even a single line of programming code.