The words we use - and what they actually mean.
We try to use plain language everywhere. But personalisation has its own vocabulary. Here's what our key terms mean.
Key terms
Personalised session
A unique visitor served a non-default (personalised) content variant in a given calendar month. One visitor returning five times = one session.
Intent score
A 0–100 number representing how likely a visitor is to convert, based on their behavioural history and enrichment signals. Higher = closer to buying.
Enrichment credit
One unit of spend for an API-backed data lookup - company enrichment, weather, CRM match, or ABM check. Separate from session credits.
Session credit
One additional personalised session above your plan's monthly allowance. Purchased in bundles (10K / 50K / 200K). Never expire.
Content variant
A specific version of a page section - a hero, proof block, or CTA - stored in Sanity and selected by the decision engine for a given visitor.
Audience segment
A defined group of visitors who share common characteristics (high intent, enterprise company, LinkedIn traffic, etc.). Variants can be targeted to specific segments.
Decision engine
The Mister Chameleon system that evaluates all available signals and rules to select the best content variant for each visitor on each page load.
Funnel stage
A predicted stage in the buyer journey: awareness → consideration → intent → high_intent → customer. Derived from behavioural and enrichment signals.