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Halda Glossary
A
A/B Test: Split testing that compares two AI Form variants (variant_a vs variant_b) to measure performance differences.
Account: The top-level tenant in the system. Represents a client organization (e.g., a university). All Halda tools and configurations belong to an Account.
AI Campaign Agent: The Halda product responsible for configuring and sending AI-powered email campaigns to prospect lists.
AI Campaign Email: Personalized, AI-generated emails sent to prospects through an integrated CRM (e.g., Slate) as part of a configured email campaign.
AI Comeback Email: An automated, AI-written email triggered by student behaviors (e.g., form submission, inactivity, page view) to re-engage prospects. Part of the Always On Recruiter Agent.
AI Communications: Automated engagement through AI-powered phone calls, SMS/WhatsApp, and drip email campaigns.
AI Conversion Agent: The Halda product suite covering AI Forms, AI Hub, AI Search, AI Landing Pages, and related integrations for converting website visitors into leads.
AI Form: An AI-powered lead capture form that can be embedded on websites or shown as a popup. Contains one or more variants, targeting rules, and integration configurations.
AI Form Submission: A raw data record created when a visitor submits an AI Form. Can be "complete" (has FLEP) or "partial."
AI Form Variant: A specific version of an AI Form with its own screens, display method, trigger, frequency, and A/B test weight. Multiple variants can exist per AI Form for split testing.
AI Hub: Halda's centralized menu for re-engaging with AI-powered components of a prospective student's experience. Provides a single, organized location to use AI Search and engage with other Halda assets (forms and content cards). Partners can segment by student populations to optimize engagement with customized CTAs, quick links, and access to forms and content cards, and configure AI Search response settings by segment.
AI Knowledge Base: The repository of institutional content (web pages, FAQs, documents, topic cards) used to power AI Search responses. Can be trained and audited to improve accuracy.
AI Landing Pages: Standalone, full-page versions of AI Form variants hosted on custom URLs via subdomain.
AI Search: Halda's conversational AI tool that answers student questions in real time based on institutional content (e.g., website pages, FAQs, or uploaded materials). It learns from interactions and can be trained with email tone, brand style, and approved responses.
AI SEO: Halda's analytics feature that tracks and reports on AI Search interactions across Web Chat, Phone, and SMS channels.
AI SMS and Phone: AI-powered outreach through SMS/WhatsApp and voice calls as part of the Always On Recruiter Agent.
AI Training: The process of teaching Halda's AI Assistant your institution's preferred language, tone, and information sources. This may include uploading brand guidelines, email examples, or policy documents to improve response quality and accuracy.
AI Training Dashboard: A Halda tool that displays audit progress, including counts of responses viewed and rated, to help teams track and improve AI accuracy.
Always On Recruiter Agent: The Halda product that enables automated, ongoing student outreach via AI Comeback Emails, AI SMS, AI Voice, and WhatsApp.
Answer: A single response value tied to a specific Field and LeadProfile. Created when a visitor answers a question on a form.
Attribution: Tracking which sources (ads, campaigns, or web pages) generated conversions or inquiries through Halda forms.
Audience List: A named group of student records used to target a campaign. Created from a CSV import (filtered by import name) or auto-populated via web services imports.
AVP of Strategic Partnerships: A Halda AVP of Strategic Partnerships helps provide all the information required for your team to move forward with the purchase of a Halda contract. From product demos to contract refinement, they will help assist you and your team during the decision making process.
B
Basic Authentication (Basic Auth): An HTTP authentication method used by Halda to access Slate Web Services endpoints, using a Web Service Grantee username and password.
Behavioral Data Points: Data that reflects what a student has done — such as campus visits, email open rates, and event registrations — used to personalize campaign messaging.
Billboard: The visual hero section of an AI Form variant, displayed as either Split Screen or Full Screen. Contains heading text, subheading, and optional background image.
Brand Tone: A field on Account that stores branding guidelines (voice, tone, style) used to customize AI-generated content.
Bulk Resegmentation: A feature that allows partners to reassign students to updated segments in bulk when segment criteria or student data changes.
C
Campaign Builder: The step-by-step configuration interface in the Halda app used to set up an AI Email Campaign, including overview, CTAs, email facts, persona definition, and preview.
Campaign ID: A unique identifier assigned to each Halda email campaign, used in Slate mailing filters to ensure the correct emails are delivered through the correct mailing.
Campaign Reporting: The Halda analytics view showing email metrics — including emails sent, opened, clicks, CTR, and open rate — filterable by campaign.
Campaign Suppression: See Suppression.
Campaign Tracking: Analytics functionality within Halda for tracking performance across email campaigns and attributing results to specific sources.
Click-to-Pop: An AI Form display mode where the form is triggered by clicking a specific element on the page, rather than appearing automatically.
Clickthrough Rate (CTR): The ratio of clicks to views on Halda Content Cards or emails. It measures how effectively content captures attention.
Connector: A service pattern for exporting lead data to external systems.
Content Card: Dynamic web content blocks displayed to students based on their interests or journey stage (e.g., "Visit Campus," "Apply Now," "Explore Majors"). Used to personalize user experiences and measure engagement. Content cards only appear in the AI Hub and hyperlink to additional experiences rather than popping up.
Conversion Rate: The percentage of website visitors who complete a Halda form or other defined goal. A conversion rate above 1.5% is generally considered strong, though benchmarks vary by form type and audience.
Cookie Tracking: Halda uses first-party cookies to track anonymous website activity. Personally identifiable information (PII) is only collected when a visitor submits a Halda form.
CRM (Customer Relationship Management): The external system of record used by a school to manage student data (e.g., Slate, Salesforce, HubSpot). Halda integrates with CRMs to deliver emails and sync lead data.
CRM Connection: The configured link between a Halda campaign and a specific CRM instance, used to route email delivery and data export.
CSV (Comma-Separated Values): A flat file format used to upload prospect lists into Halda or export suppression and lead data from Slate or other CRMs with an SFTP connection.
CTA (Call-to-Action): A button or link in an email or form that prompts a student to take a specific next step (e.g., Apply Now, Schedule a Visit). Campaigns include a primary and optional secondary CTA.
Custom Audit: A set of user-submitted questions used to test and evaluate AI Search responses in the AI Training Dashboard.
Custom Parameters: Unique URL parameters appended to Halda forms that help attribute leads to campaigns, ads, or landing pages.
Customer Segment: A grouping of lead profiles based on defined criteria (field values, form responses). Used for segment-based routing and personalized experiences. Each account has a default segment.
D
Data Directory: A downloadable file (available via three-dot menu on a form variant) containing the structured data configuration for that form.
Data Ingestion: The process of importing student or lead data into Halda, either via CSV upload or Slate Web Services, to enrich lead profiles and power campaigns.
Data Points: Individual fields of student information used by Halda's simulation engine to personalize campaign emails. Categorized as geographic, temporal, behavioral, or interest-based.
Deduplication: The process of preventing duplicate student records from being created in Halda, using identity fields like First Name, Last Name, Email, and Slate Reference ID.
Deliver Mailing: A Slate mailing configuration used to pull Halda-generated email records daily and send individualized emails to each student.
Delivery Schedule: The configured send dates and times for campaign emails. Supports fixed intervals and custom intervals, with a minimum of 2 days between sends.
Director: A Halda Director works closely with partners to determine additional opportunities avaiable to utilize Halda's full suite of tools within the institution and across other departments.
Display Method: How an AI Form variant appears to the visitor: Modal (centered overlay), Modal Medallion (triggered by a floating button), or Slide-Out (slides in from the side).
Drip Campaign: An automated sequence of AI-generated emails sent to leads over time, triggered by events like form submissions or inactivity.
E
Email AI Customization: A feature allowing Halda's AI to write personalized emails aligned with institutional tone, formatting, and style preferences. Partners can provide sample emails or style guides for training.
Email Body: A custom field in Slate that stores the AI-generated HTML content of a campaign email. Must include 'rawhtml' in the merge field to render correctly.
Email Facts: A step in campaign configuration where administrators review the knowledge base content used to generate personalized emails.
Email Interaction History: An implicit data point reflecting a student's past engagement with email communications (e.g., opens, clicks), used to inform campaign personalization.
Email Pre-header: A custom Slate field that stores the preview text displayed beneath the subject line in a student's email client.
Email Style Guide: A document defining tone, structure, and language preferences for automated communications. Used to train the AI system to write in your institution's voice.
Email Subject: A custom Slate field storing the subject line of the AI-generated campaign email.
Embedded Form: An AI Form display mode where the form is rendered inline within the page content rather than as a popup or overlay.
Engagement Metrics: Data reflecting how students interact with forms, emails, and content on your website. Commonly includes page views, clicks, and conversion data.
Engagement Score: A numeric score assigned to a Lead Profile measuring their level of interaction with the platform.
Enrollment Marketer: The portion of the Halda Platform that delivers personalized website content and lead nurturing flows. It uses behavioral data and form responses to surface the most relevant next steps for each user.
Entity (Slate): A custom Slate object used to store Halda-generated email content fields (Email ID, Campaign ID, Email Subject, Email Pre-header, Email Body) for delivery.
Executive Strategy Review (ESR): A semi-annual meeting between Halda and partner leadership teams to review performance, discuss strategy, and set future goals.
Explicit Data Points: Data that can be directly referenced in student communications, such as major of interest, extracurricular interests, admission status, or state of residence.
F
FACTS: An external integration type for exporting lead data via HTTP requests.
Feature Flag: Boolean settings on the Account model that toggle the availability of specific features (e.g., AI email, phone calls, new hub).
Field: A configurable data point that can be collected from visitors. Fields have a value (database name), default name (display name), and field type. Can be system-wide or custom per account.
Field Categorization: The classification of imported data fields into geographic, behavioral, interest-based, or time-based categories to help the AI personalize content appropriately.
Field Mapping: The process of matching fields from an imported file to existing fields in Halda, ensuring data is used correctly in email generation and delivery.
Field Value Mapping: Translating coded field values (e.g., major codes) to their full display names so the AI can personalize content accurately.
Filter Group: A saved combination of filters in the Student Records page that can be reapplied to quickly view a specific subset of lead profiles.
Fixed Interval: A delivery schedule option for campaigns where emails are sent at a consistent, preset cadence.
FLEP: Acronym for the four core identity fields: First Name, Last Name, Email, Phone. Treated as a single group in form building and lead completeness checks.
Form Conversion Dashboard: A Halda analytics tool showing traffic, submission, and completion metrics across all forms. Used to guide optimization decisions and track progress over time.
Frequency Type: Controls how often an AI Form is shown to a visitor: Every Visit, Once, or Return Visit.
Funnel Stage: A step in the enrollment/conversion funnel (e.g., "Impressions," "Inquiries"). Accounts start with two default stages and can add custom ones. Lead profiles are assigned to funnel stages.
Funnel Stages: The stages of user engagement tracked within Halda's analytics — typically including Impression → Inquiry → Application → Accepted → Enrolled. Customized and synced with your CRM system.
G
Geographic Data Points: Data about a student's location, such as ZIP code, distance from campus, or in-state vs. out-of-state residency, used to personalize campaign messaging.
Global Embed Script: The single line of JavaScript a partner installs on their website to enable Halda assets to appear. The script install alone will not publish Halda assets to the website, it simply enables assets to be visible afterthey are published in the Halda application.
GUID (Globally Unique Identifier): A unique alphanumeric string used to identify records across systems, such as the Message Mailing GUID in Slate or the Slate Reference ID for student records.
H
Halda Form: See "AI Form"
Halda Platform: Halda's all-in-one AI Enrollment Platform that transforms your institution's website into a dynamic recruitment hub. It personalizes web experiences, automates multi-channel outreach, and integrates seamlessly with systems like Slate, Salesforce, and HubSpot.
Halda Script: See “Global Embed Script”
Higher Education: An account industry classification in Halda for colleges and universities, as distinct from K12.
Hub: A resource center widget that aggregates multiple steps (forms, content cards, resource links) into a single experience. Displayed via a medallion that opens a panel.
Hub Engagements: A metric tracking how students interact with the AI Hub, used in platform analytics and value awareness emails.
Hub Form Submission: A form submission that originates from within a Hub step, as opposed to a standalone AI Form submission.
Hub Resource Link: An external link displayed within a Hub, providing visitors with quick access to relevant pages.
Hub Step: An individual card or item within a Hub. Can be backed by an AI Form variant, content card, or other hub-compatible type. Steps can be published, archived, or dynamically recommended.
HubSpot Integration: Optional connection for institutions using HubSpot for marketing automation. Enables deeper segmentation and automated email nurturing.
I
Implicit Data Points: Data that shapes how the AI speaks to a student behind the scenes, without being directly referenced in messaging — such as enrollment model scores, financial aid outputs, or email interaction history.
Industry: A classification for an account (e.g., "Higher Ed," "K-12"). Affects default behaviors, terminology, and template suggestions.
Inquiry: A student record created when a visitor submits a Halda form or is ingested via import. Represents a potential prospect in the enrollment funnel.
Integration: A connection to an external system for exporting lead data. Types include Salesforce, Slate, SFTP, Webhooks, Zapier, FACTS, Google Analytics, and Google Tag Manager.
Interest-Based Data Points: Data about what a student cares about — such as intended major, extracurricular interests, or housing preference — used to drive relevant campaign messaging.
K
K12: An account industry classification in Halda for elementary, middle, and high schools. In Halda, K12 accounts use a "Parent Records" view rather than "Student Records."
L
Landing Page: A standalone, full-page version of an AI Form variant hosted on a custom URL via subdomain.
Lead Ingestion: The process of importing external lead or student data into Halda (e.g., from a CSV or Slate web service) to enrich lead profiles and power drip campaigns.
Lead Profile: A persistent identity record that tracks a visitor across sessions. Aggregates data from multiple submissions. Stores FLEP data, form responses, funnel stage, and segment membership.
Lead Profile Archiving: A feature allowing teams to archive lead profiles from the Student Records page. Archiving cascades to all associated form submissions, AI Search conversations, texts, and calls, and removes the student from metrics.
Lead Quality: The degree to which collected inquiries are aligned with target populations and enrollment goals, measured through follow-up outcomes.
Lead Recommendation Summary: An AI-generated summary of a student's profile and engagement history, optionally customized with a prompt to control what the AI includes.
Lifecycle Reporting: Analytics that track where students are in the enrollment funnel over time, supported by fields like Record Created at Date and Student Status.
M
Mailing Filters: Criteria configured in a Slate mailing that determine which student records receive emails from a specific campaign, typically using the Campaign ID.
Medallion: A small floating button (often circular) on the website that triggers a Hub or AI Form when clicked. Positions: Left, Center, Right.
Merge Fields: Slate template variables used to dynamically insert Halda-generated email content (e.g., subject line, body HTML) into outgoing emails.
Message Mailing GUID: A unique identifier in Slate that links campaign email delivery data to a specific mailing record for reporting purposes.
Modal: An AI Form display method that shows the form as a centered overlay capturing focus.
N
Non-Target Segment: A visitor who does not match the configured target segment criteria. Halda can show a custom identification popup or hide forms entirely for non-target visitors.
O
Off-Site Communications: AI-powered interactions that happen outside the website: phone calls, SMS messages, WhatsApp messages, and emails.
Opt-Out: The removal of a student from a campaign audience so they no longer receive campaign emails. Can be managed manually, via CSV upload, or through automated Web Services suppression.
P
Pagination: A built-in mechanism in the Slate Web Services integration that retrieves up to 10,000 rows per request and repeats until all records are synced, without requiring manual SQL configuration.
Parent Records: The equivalent of Student Records for K12 accounts in Halda, used to track parent inquiries submitted through website forms.
Partial Inquiry Rate: The percentage of users who begin a form but do not complete it. Used to identify friction points and improve user experience.
Persona Definition: A campaign configuration step where administrators select at least 5 (ideally 8–10) student data fields used to construct simulated personas for email personalization.
PII (Personally Identifiable Information): Sensitive fields (last name, email address, phone number) that require strict handling and are excluded from AI context by default.
POPS (Product Operations Specialist): A POPS team member works closely with partner institutions in the build out and implementation of Halda's tools. This includes building Halda assets and ensuring integrations are running properly.
Preferred Name: An optional student field that, when provided, replaces First Name in campaign messaging. Does not replace First Name as a required identity field.
Promo Code: A reward mechanism in AI Forms. Can be Single Code (same code for everyone) or Multiple Codes (unique codes from a pool).
Pronunciation Guide: Custom pronunciation rules for the AI voice assistant to correctly say names, places, or terms during phone calls.
Prospect List: A list of student records uploaded into Halda to serve as the audience for an email campaign. Must include required fields such as First Name, Last Name, Email Address, Student Status, Slate Reference ID, and Record Created at Date.
PSC (Partner Success Consultant): A PSC is the main point of contact for partners after signing a contract with Halda. The PSC will oversee implementation of Halda's tools and collaborate with partners to strategize best next steps.
R
Ragie: An external integration for RAG (Retrieval-Augmented Generation) document management and indexing, used to feed the AI knowledge base.
rawhtml: A Slate merge field modifier required for the Email Body field to ensure HTML formatting from Halda renders correctly in outgoing emails.
Recipient List Query: A Slate query that defines which student records receive emails from a specific campaign mailing, filtered by Campaign ID.
Record Created at Date: A required field in prospect list uploads that captures when a student record was created, used for cohort tracking, lifecycle reporting, and attribution.
Response Page: The screen shown to a visitor after they complete an AI Form, displaying personalized results. Can contain a top paragraph, CTA paragraph, and AHA element.
Response Type: How an AI Form question's response is generated: Static (fixed text), Dynamic (per-option), Threshold (numeric range), Benchmark (comparison), Auto-Generated (AI-created), or None.
S
Salesforce: A CRM integration for exporting leads and importing funnel stage data. For partners using Salesforce, Halda transmits form data and engagement events to student records for unified reporting.
Salesforce Segment Routing: A feature that routes segmented leads directly to Salesforce based on their assigned segment, eliminating manual sorting.
Secondary Action Rate: The rate at which users engage with additional site actions after completing a primary goal (e.g., clicking on a "Visit" link after submitting a form).
Segment: A defined group of students or visitors that share common characteristics, used to personalize experiences, route leads, and filter campaign audiences.
Segment Identification Popup: A special widget type that asks visitors to self-identify their segment before showing other experiences.
Segment-Based Routing: A feature that routes leads to different integrations based on their customer segment. Can be Static (rule-based) or Dynamic (AI-determined).
SFTP (Secure File Transfer Protocol): A secure file transfer integration used primarily for Slate CRM data exchange (both export and import). Also supports custom file naming for CRMs that require a consistent filename.
Simulated Persona / Simulation Engine: Halda's AI engine that uses student data points to construct a model of each student and generate personalized email content. Performs best with 8+ data points across all four data categories.
Slate: A CRM platform by Technolutions used by many higher education institutions. Halda integrates with Slate via SFTP to deliver campaign emails, sync field data, and track inquiry information.
Slate Integration: Halda connects directly to Technolutions Slate to pass form submissions, sync fields, and track inquiry data. Integration can be customized to match institutional workflows. Data exchange occurs via SFTP.
Slate Reference ID: A persistent, system-of-record identifier for a student in Slate. Required in prospect list uploads to ensure reliable record matching and prevent duplicates across systems.
Slate Suitcase: A Slate import package delivered by Halda that includes pre-configured queries, source formats, web services endpoints, and optional suppression query for campaign setup.
Slide-Out: An AI Form display method where the widget slides in from the side of the viewport, with a visible tab.
Student Records: The section of the Halda app (or "Parent Records" for K12) where all lead profiles submitted through Halda forms are stored, filtered, and exported. Accessible via the bottom-left navigation.
Student Recruiter: Halda's AI-driven communication system that personalizes outreach across web, email, SMS, and WhatsApp. It engages prospective students with natural, human-like conversations tailored to each student's profile and intent.
Student Status: A required field in prospect list uploads used to segment communication and tailor outreach (e.g., prospect, applicant, deposited, enrolled). Also supports lifecycle reporting and audience targeting.
Suppression: The automated or manual exclusion of students from receiving campaign emails, based on criteria such as application status, event registration, or deposit. Managed via Web Services, CSV upload, or manually in the Halda app.
Suppression List: A list of email addresses excluded from a specific campaign. Each campaign requires its own suppression query and endpoint.
T
Target URL: A URL pattern configured on an AI Form or Hub that determines where the widget should appear. Supports Exact and Contains matching conditions.
Temporal Data Points: Time-based student data such as date of first inquiry, application submission date, or high school graduation year, used to signal intent and urgency in campaign messaging.
Timeline Tab: A tab within a Lead Profile that tracks every interaction a student has had with the site, including visits and form submissions.
Topic Card: A curated knowledge entry in the AI Search system containing instructions and source content for specific topics. Used to fine-tune AI responses for particular subject areas.
Topic Instructions: Customizable instructions within the AI Knowledge Base that guide how the AI responds to specific topics, searchable and organized by topic card.
Trigger (Comeback Email): A configurable rule that determines when an AI Comeback Email is sent, based on student behaviors such as form submission, inactivity, or page views. Each trigger can be named, targeted by segment and funnel stage, and linked to a specific CRM connection.
Trigger Type: The event that causes an AI Form to appear: Page Visit, Scroll, Scroll Up, Delay, Scroll Percent, Exit (intent to leave), or Click.
U
UTM (Urchin Tracking Module): URL parameters (utm_source, utm_medium, utm_campaign, utm_term, utm_content) used for campaign attribution. Halda tracks both first-touch and last-touch UTM values.
W
Web Service Grantee: A Slate credential (username and password) that grants Halda authenticated access to a Slate Web Services endpoint for data retrieval.
Web Services: A Slate data exchange mechanism that allows Halda to retrieve email metrics, student records, and suppression lists from Slate via authenticated HTTP endpoints.
Webhook: An HTTP-based integration that pushes lead data to external endpoints in real-time. Supports GET/POST methods and JSON or URL-encoded payload formats.
WhatsApp: A messaging channel supported by Halda for AI-powered student outreach as part of the Always On Recruiter Agent.
Widget: The generic term for any Halda experience displayed on a customer's website. Widget types include AI Form, AI Hub, AI Search, and Segment Identification Popup.