Glossary

The most important terms from the CAP Explorer and the dashboards, one sentence each. Formulas, worked examples and the data cleaning are available at methodik.cyreen.de.

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C.A.P. and campaigns

In detail in Understanding campaign kinds.

• C.A.P.: «Connecting Ad-Impressions with Purchase», the Cyreen retail media solution that links every ad contact at the C.A.P. screen with the purchase.
• CAP Explorer: The web application in which you create campaigns, upload visuals and view results.
• C.A.P. screen: The screen in the store on which the visuals play.
• RFID-tagged trolley or basket: A shopping trolley or basket with an RFID tag that creates an ad contact at the C.A.P. screen.
• Contact-based campaign: The visual plays on an ad contact, and only these campaigns have dashboards in the CAP Explorer.
• Loop-based campaign: The visual plays in a fixed loop, regardless of who is standing in front of the screen.
• Visual: The advertising file (image or video) that plays on the C.A.P. screen; the dashboard sometimes says «Spot».
• Programmatic: Visuals for programmatic advertising. They are booked in the partner portal and do not appear in the CAP Explorer.
• Fallback: Content that plays when there is no content at all on the system or there is a system error.
• Analytics products: The products whose sales are analyzed for a campaign, see Add analytics products.
• Analysis group (Analysis Group): A group of analytics products for which the key figures are calculated together, see Analysis groups.
• Marketing activities: Promotions during the campaign, for example discounts or flyers, whose effect is separated from the effect of the visual.

Measurement

In detail in Measuring campaign impact.

• With and without ad contact (With C.A.P., Without C.A.P.): Shoppers whose trolley or basket was at the C.A.P. screen while the visual was playing, and all others.
• Control group: Shoppers without ad contact in the same store at the same time.
• Trigger and witness: A trigger starts the visual, a witness arrives while it is already playing.
• Impressions (ad pressure): How often the visuals were triggered, projected to impressions on shoppers.
• Reach: The share of shoppers with ad contact.
• Data cleaning: Cyreen removes atypical purchases and conspicuous stores before the key figures are calculated.

Key figures

In detail in Key figures.

• Conversion Rate: The share of shoppers who buy a product of the analysis group.
• Conversion rate uplift (Conversion Uplift): By what percentage the conversion rate is higher with ad contact than without.
• Average sales (Basket Size): How many units buyers take per shopping trip.
• Sales Uplift (Seen): The additional sales to shoppers with ad contact.
• Sales Uplift (Total): The additional sales, extrapolated to all shoppers in the store.
• Hour group (Hour Group): A time window of the day, for example morning or early evening.

Dashboards and reports

In detail in Reports at a glance.

• Impressions dashboard: Shows the impressions of a campaign, automatically from the second day.
• Performance dashboard: Shows the effect of a campaign and is requested, see Open the dashboards.
• Basic Report, Premium Report, Deep Dive Insights: The three tiers of analysis for contact-based campaigns.
• Loop report: The report for a loop-based campaign, only on request.
• Brand Report and Brand View: The part of a dashboard that a brand sees, and the preview of it.