Concepts

Understanding Actito

Actito is a marketing automation platform built around a customizable, customer-centric data model.

You can define your own Profile table structures based on the data you have available, as well as multiple Custom tables connected to those profiles — mapping your existing data model directly into Actito.

From there, Actito provides the tools to activate those profiles in the most efficient way possible: through campaigns, surveys, or automated scenarios designed to start a real conversation with your customers, prospects, and contacts.

Core Concepts

Entities

Entities allow data and resources to be partitioned within your licence.

For example, your B2C and B2B departments might share the same licence but work with distinct data tables, processes, and workflows — entities ensure each team only sees what's relevant and authorized for them.

Every Actito resource (data structures, campaigns, scenarios, etc.) must be linked to an entity. When accessing Actito — via the portal or the API — only resources belonging to entities the user has access to will be returned.

→ Retrieve the list of entities in your licence

Profiles

Profiles are at the heart of everything in Actito. A profile is any "contactable entity" — a customer, a lead, a partner — who can receive a message through Actito's available channels (email, SMS, print, social, push, etc.).

A profile table is made up of four field types:

• Attributes — Personal characteristics and data: language, name, email address, etc.
• Subscriptions — Opt-in preferences: a profile may subscribe to a "Daily newsletter" but not to "Promotions".
• Segments — Business categories a profile belongs to. These can be exclusive (e.g. Gold / Silver / Bronze) or simple (e.g. VIP status: yes or no).
• References — A business key linking to a repository table. For example, a "preferred store" field holds the unique ID of that store in the Stores repository.

Some attributes carry special meaning when flagged as standard:

Attribute	Usage
motherLanguage	Enables multilingual campaigns
emailAddress	Used for email sending
gsmNumber	Used for SMS sending

→ Profiles API · Integrations · Use cases

Custom Tables

A custom table is a user-defined table in Actito's Standard Data Model. When creating one, you choose from three types:

Interactions — Stores timed events linked to a profile, such as orders or test drives. → See the Interactions section below

Linked data — An extension of the profile. Each row is linked to one profile, and a profile can have many linked rows (e.g. cars owned, children, addresses).

Repository — Stores referential data such as stores, products, or departments. Repository rows can be referenced from profiles (e.g. preferred store) or interactions (e.g. store of a purchase), and the same row can be referenced many times.

→ Custom Table Structure API

Interactions

An interaction is something that happened to a profile at a specific point in time. There are two kinds:

1. Built-in interactions — Automatically generated by Actito activity:

• Communications (email, SMS, print, social...)
• Automation (scenario execution...)
• Behavioural events (unsubscribing, goal reached...)
• Form participations

→ Retrieve all interactions for a profile · Email Campaigns API · SMS Campaigns API · Scenarios API · Forms API

2. Custom interactions — Any business event stored in a custom table with the INTERACTIONS capability: orders, event registrations, abandoned carts, test drives, and so on.

→ Custom Data API

Campaigns & Channels

Actito supports multiple channels (email, SMS, push, and more). A campaign is the definition of a structured, personalizable message intended for a target audience.

Campaigns can be sent in two modes:

• Mass — The entire campaign is sent at once to the full target list.
• Ongoing — Once activated, profiles are contacted individually over time, typically via a scenario or API trigger.

Campaigns created through the API are also visible in the Actito portal, and vice versa.

→ Email Campaigns API · SMS Campaigns API

Forms

The forms module lets you create web forms with custom questions, display logic, and publication settings. Forms can be shared publicly or sent as a link within an email campaign.

Common uses include event registrations, brochure requests, contest entries, and test drive bookings.

Each form submission creates a participation, which is stored as an interaction. Depending on your configuration, a profile can:

• Submit multiple times
• Submit once, with the ability to edit their response
• Submit once, with no ability to edit

Forms can also trigger profile enrichment rules — automatically updating profile data based on a participant's answers.

If you use third-party forms, you can still push participations into Actito to make them available in your marketing flows.

→ Forms API

Targeting

A targeting defines a profile population using criteria drawn from one or more Actito modules. The resulting profile list is built by combining the populations matched by each criterion.

Targetings are used to define the audience for email campaigns, the profiles to enrol in a scenario, the scope of an export, and more.

→ Email Campaigns API · SMS Campaigns API

Scenarios

A scenario is a sequence of decisions and marketing actions applied to profiles over time. Actito provides a visual WYSIWYG editor to build these decision trees.

Scenario execution can be triggered by:

• A business event (unsubscribing, opening an email, placing a new order...)
• A planned task (anniversary date, targeting computation...)
• An external trigger (API call)

→ Scenarios API