The CRM glossary provides insights into common terminology related to Listrak's CRM solution. To learn more about the definition of individual data points in CRM please contact your Account Manager to access our data glossary.


  • A group of contacts identified in CRM who meet a group of criteria. Contacts are moved in and out of an audience as their attributes change and they now meet or no longer meet the criteria. Audiences can be used inside CRM, in marketing emails, as a trigger for a Listrak Conductor Conversation, and in Listrak Exchange.


  • A mathematical transformation of values. Use calculations to add additional values such as sums or averages to your data visualizations in CRM. Calculations can be used with any numerical data point in CRM.


  • A cohort is a group of contacts that have performed similar behavior trends. Cohorts can be used in the cohort analysis (see below) and identify changes in trends.

Cohort Analysis

  • The analysis of the group of contacts that have performed the similar behavior trends over time. These are unchanging groups and typically analyzed over a specific time frame.


  • A decile is 10% of a group that has a specific attribute. Deciles can be applied to many different metrics. For example, a spend decile breaks down your purchasers into 10 groups based on how much they have spent with your brand.


  • Dimensions are individual data points (order number, shipping number, etc.) that can be used in your analysis. Dimensions answer questions such as what (was the coupon code used?), how many (categories did a customer purchase?), or when (did a customer order?).


  • A high-level grouping used as the starting point for data exploration. Select this based on the type of question you'd like investigate in CRM.

    • Audience History: This explore allows you to track the performance of a group of contacts (audience) over time based on their purchasing behavior and contact-specific data.

    • Contacts: This explore provides access to all data you have available including email subscription and engagement, site browse, purchase data, and predictive analytics.

    • Orders: This explore provides access to order and product data and is not associated with a specific contact.


A filter allows you to limit the amount of data being displayed in CRM based on a dimension or measure. For example, use order date as a filter to limit data to orders placed in a specific year.


  • Looks, also referred to as pre-built tiles, are individual data visualizations that can be easily added to a dashboard. A tile you have created can be saved as a look by using the Explore from Here option and then clicking on the gear icon.


  • Values calculated from data you provided that can combine multiple orders or customers. Measures answer questions like how many (items were purchased?) or how much (revenue was generated?).


Used when analyzing large groups of data to transform and summarize selected columns and rows to obtain a desired report structure or data visualization.


  • A general pattern that data follows over-time.

TTM (Trailing Twelve Months)

  • Trailing twelve months is a measurement calculating a twelve month period immediately before the date of the pulled report. 

TY (This Year)

  • A report of the current calendar year.


  • Visualizations are the chart, graph, text, table, or map chosen to represent your data on the dashboard from the tiles that you've created.

  • Cartesian Charts: Column, Bar, Scatter, Line, Area

  • Pie and Donut Charts: Pie Chart, Donut Multiples Chart

  • Progression Charts: Funnel Chart, Timeline Chart

  • Text and Tables: Single Value Chart, Single Record Chart, Table Chart

  • Maps: Interactive Map Chart, Map Regions Chart, Map Points Chart

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