HYPV

:_id

Unique identifier automatically assigned to all objects with embedded timestamp

vid gid cid object

2D Model

Traditional ecommerce data models have a single row per object (with an _id) such as a product
or category in a table — which gives no mechanism for multiple variants of the object to
exist in parallel for A/B or MVT testing

4d_model

4D Model

Advanced MongoDB data model designed specifically for HYPV that stores, as equals, any
variation clone of an object and every change to those objects (similar to Git branches
+ version history)
Multiple copies of an object can be live concurrently — including test variants (e.g.
improved product description vs control) or version variants where a title has been modified

2d_model vid gid cid object

A/B

A method of comparing two objects (variant A vs. variant B) to determine which one performs
better in achieving a specific goal

Actionable Intelligence

Metrics and insights that are not just informative but can be directly used to make decisions
and implement changes, such as the percentage of top selling products in stock today

That is a measurement that can be obviously impacted with activity — vs metrics like
AOV which usually have no mechanism to influence directly

input_metric output_metric

Attribution

The process of identifying and assigning credit to the various marketing channels such as
Meta Ads — it is critical to know as much as is possible where ad traffic is landing and
how it is converting to get a view on ROAS and identify areas to increase/decrease spend at a
granular level

Augmentation API

A subset of the HYPV engine functionality to deliver recsys and other UX improvements over
API endpoints to existing platforms

recsys

Bare Metal

In the context of HYPV, bare metal is when concepts that usually require add-ons such as
A/B testing, search and recommend systems all run as part of the platform itself without
needing external tech

This increases the granularity of the signal telemetry available for targeting and means all
objects involved are peers — so the performance is within platform control, not the
lowest common denominator of the add-ons in place

Behavior

The set of actions, interactions, and patterns exhibited by an enduser while engaging with
the platform — this includes clicks, page views, purchases, search
queries, time spent, and UX journeys

We are interested in the positive actions, the negative actions (things they are not doing)
and also what we can infer from those at a higher level — such as infering vegetarian
label from someone who is not purchasing or even viewing meat over several sessions

Behavioral Segment

Session, product interaction and buying patterns

demographic_segment psychographic_segment geographic_segment

Bias

A deviation or inference of normal from enduser behavior — for instance
[:size_12, +6], [:size_14, +2] from a session filtering clothing results

Candidate

A specific object variation (e.g. content element) that is being considered or tested for its
potential effectiveness or suitability for a particular segment

Candidates can also persist permanently — for instance when a set of creative assets are
performing better than control for a specific cohort

:cid

The unique identifier for a candidate of an object, it can have many versions (vids)

id gid vid

Clone

In the context of the 4D Model, clone is a copy of an object created to
serve as a basis for a new variation or test — clones allow for parallel development and
testing of different object states without altering the original

Control

In A/B testing or experimentation, the 'control' is the existing or baseline version of an
object against which new candidate variations are compared to measure their impact

Code & Algorithms

In the context of hypervariation, this refers to the software logic, machine learning models,
statistical methods, and rule-based systems that power the HYPV platform

These behave exactly like the data and visual objects when testing — so two code
libraries or algos can be tested against each other

data

Cohort

A group of users who share a common characteristic

segment microsegment

Conversational AI

AI tech that enable computers to understand, process, and respond to human language in a
natural, conversational way

HYPV native platform is experimenting with conversational AI to drive shopping experiences
for enhanced user interaction.

Data

In the context of hypervariation, this encompasses all information processed and utilized
by the HYPV system which is delivered to the enduser

This primarily includes 'objects' (e.g., products, content, UI elements) and their
variations

code_algo

Data Window

A defined period of time from which data is collected and analyzed

Shorter windows will show velocity of targetable user behavior such as increase in interest
in fishing tackle for a user that has never interacted with category before

Longer windows are useful to see seasonal trends ahead of time which may not yet be visible
in the short windows (so start pushing garden furniture before Easter not after)

Demographic Segment

Characteristics like age, gender, income and occupation

behavioral_segment psychographic_segment geographic_segment

Elect

In the context of A/B/MVT testing or optimization within HYPV, the process of selecting
a specific variation (candidate) to be targeted at a cohort or enduser

Which may be for an already calculated bias reason or because the user happens to be in an
experiment group

experiment_group

Enduser (UU)

An individual interacting with the platform — they can be anonymous initially before
becoming known once logged in

Experiment Group

All endusers are assigned membership of some preset experiment groups, which enables a fast
mechanism for selecting 5% or 10% of whole audience for any site wide tests

elect

Facet

An attribute or characteristic of an object (usually product) that can be used for
categorization, filtering, or searching — for instance size or color

Fragment

A distinct, often reusable, component or section of the user interface or page layout

Examples include header, footer or product recommendation strip

These can be varied for testing as with object data and other targetable components

Funnel

A defined series of pages that a user progresses through to achieve a specific goal

track

Geographic Segment

Location country, city

demographic_segment behavioral_segment psychographic_segment

:gid

The unique global identifier for an object, it can have control and many candidates (cids)
— all of which can have many versions (vids)

id cid vid

GM

Gross margin

GMV

Gross merchandisable value

Hypervariate

The concept that multiple candidates of any object may exist and be targeted concurrently

Enabling completely unique experiences to be delivered on a per-enduser basis

Hyperpersonalize

This refers to the practice of using detailed user data and predictive AI to tailor
experiences, content, and offers to individual users or microsegments at an extreme level
of granularity

Inferred Label

The calculation that an enduser is vegetarian as they never interact with meat labeled
products or categories

Input Metric

Metrics that we have some power to improve for instance '% Top 250 SKUs In Stock'

Improving input metrics with action should result in improvements to output metrics like
'GMV' or 'NPS'

output_metric

Interlace

Interlace refers to the technique of alternating or combining different rec algorithms
or item sets to create a compound set for delivery to the enduser

This may include pulling in some sponsored or promoted objects to the calculated set

Label

A unique text identifier for an object using a symbol format

Labels are fundamental in HYPV for training supervised machine learning models and for
triggering targeting rules

symbol

Label Weight

A numerical value assigned to a label indicating its importance

For instance size labels are more important than more subjective labels like color

Label Velocity

The rate at which labels are applied, changed, or accumulated over time for a user, object,
or segment. This can indicate trends, evolving interests, or the freshness of certain
characteristics, which HYPV can use for dynamic adaptation

For instance it is useful for targeting to know the interactions with size_12 are increasing
and at the same time size_14 is decreasing

bias

Latency Analytics

The practice of measuring, monitoring, and analyzing delays (latency) within a system or
across various components (e.g. HYPV API response times, page load times with variations,
data query speeds)

Pagespeed is core to UX performance so every aspect in HYPV that can be measured for speeed,
is

Layout

In the context of hypervariation, this refers to the arrangement and structure of visual
elements on a page or screen

Layouts can be dynamically altered by HYPV, including the
inclusion, exclusion, or rearrangement of 'fragments', entire 'pages', or sequences of
pages ('funnels')

These layouts themselves can be treated as 'objects' subject to variation

fragment page funnel

Legacy Platform

An older technology system, application or e-commerce platform that is still in use but may be
outdated, difficult to modify, or lack modern capabilities

HYPV can integrate with legacy platforms via an Augmentation API to add predictive-AI features
not available from other sources

As HYPV can be modified per client there are no restrictions on what can be done to meet
constraints in client technology

polyfill

Manual

Some aspects of HYPV can be fully automated (synthetic), partially automated or manual

Manual refers to situations like the ability of merchandisers to push a specific object
regardless of what the recsys feels should be pushed

synthetic

Microsegment

A highly specific and granular subdivision of a larger user segment, often defined by a narrow
set of characteristics, behaviors, or preferences

Microsegments enable more precise targeting and hyperpersonalization by HYPV

For instance [:female_30_up, :city]

Mobile/Web

Refers to user experiences delivered through web browsers on mobile devices (smartphones,
tablets) — this is targeted in same was as desktop

This is distinct from native mobile apps

mobile_app

Mobile/App

Refers to user experiences delivered through native applications installed on mobile devices
(smartphones, tablets)

For instance apps downloaded from app stores for iPhone or Android

HYPV can target these environments with API variance but it is usually more limited than
with web interactions

mobile_web

MVT

Multivariate Testing — a method of testing in which multiple variations of multiple
elements on a page or within an experience are tested simultaneously to determine the
combination that performs best

A core capability supported by HYPV which can have unlimited MVTs running in parallel

Native Platform

The use of HYPV as a full platform (not just an augmentation API) which unlocks the full
hypervariation feature capabilities of the 4D data model

Negative Labels

In the inference context these are labels that explicitly indicate a negative for instance
vegetarian from lack of meat interactions

In conversational AI user interface context this is where voice feedback is recieved that
can assign negative labels to objects which were not previously know — "no those are
too boho, show me more mainstream"

Object

In the HYPV system, a fundamental unit of data or content that can be managed, versioned,
and varied using the 4D Model — this can include products, categories, content articles,
UI elements (fragments, layouts), media assets, or any other distinct entity (_id) that is
subject to personalization or testing

Output Metric

Metrics which cannot be changed directly but do tell us whether our input metric covered improvements are having an impact on the wider goals

Examples are 'repeat visit frequency', 'NPS', 'blended ROAS' and revenue / margin

Output metrics are primarily for monthly reports and the exec team

input_metric

Page

A single document or screen within a website or application, typically identified by a unique
URL or view state

Pages are often composed of multiple 'fragments' and can be part of a larger
user 'funnel'

HYPV can vary content at the page level or sub-page (fragment) level.

Polyfill

In context of HYPV this refers to additional features and APIs created when working with
legacy platforms to add logic beyond that normally needed for hyperpersonalization but is
missing and impacting UX

For instance some platforms do not have tiered categories or breadcrumbs, HYPV can also
supply these if needed

Predictive AI

The use of algorithms to target objects

Used to disambiguate with Generative AI when talking about the technology

Product Discovery

The process by which users find and learn about products on an ecommerce platform

This includes search, nav, recommendation strips and other features that help users
identify objects relevant to their needs or interests

Psychographic Segment

Lifestyle, values, attitude and personality signals

behavioral_segment demographic_segment geographic_segment

Quantlet

A mini version of a Quant Pack — for lightweight use with augmentation API

quant_pack

Quant Pack

A full targeting output generated by HYPV and refreshed every few hours which contains
pre-calculated decision trees, large scale caches and similar to ensure very fast UX even
though all rendered objects are targeted specifically

quantlet realtime_targeting_loop

Realtime Targeting Loop

Web server logic that adapts quickly to changes in signal biases when it becomes clear the
quant pack caches are too stale to use for the current enduser session

For instance the signal change cliff that happens at the end of Christmas shopping period
and users start immediately behaving very differently

quant_pack

Recsys & Recommendation System

All the areas on a site where targeting of product is happening — 'people who viewed
this also viewed'

Recsys Cache

A pre-calculated set of recommendations for a cohort, microsegment or even a specific enduser

quant_pack

Retention

The ability of site to keep endusers returning over time

A core KPI for HYPV and monitored at a granular level (by category, by device, by UI medium
etc.)

ROAS

Return On Ad Spend — even though HYPV is mostly focused on targeting, this is part of
the core offering as it is critical to wider performance

Where is ad traffic landing and how is it behaving

Routing

All pages, fragments and algos go through a router which elects whether the enduser get
control or candidate of any object

page fragment code_algo control candidate

Segment

A group of endusers sharing one or more common characteristics, behaviors,
or attributes (e.g., demographic, geographic, behavioral, psychographic)

Segmentation Strategy

Partitioning of a range into macro segmentation groupings (sea vs coarse in fishing, male vs
female on a fashion site) that is used in obvious targeting situations and reporting

Session

Despite restrictions on cookie-based tracking and many analytics-type tools moving away from
the concept — it is still a very important targeting concept

HYPV can take telemetry direct from platform when running as an augmentation API, avoiding
issues — when running headless or natively it is first party anyway

Sessions go through substantial post-processing to extract behavior patterns and deduplicate
attribution — to enable additional bias computations on the enduser and get a clearer
view on ad spend

Signal & Signal Granularity

An individual pageview, click, purchase or search query

telemetry

Synthetic

Any automated generation of an object — for instance a pack of creative assets used
to feed a merchandising strip

The packs can be created synthetically for targeting to cohorts (vs manually created packs
by the merchandising team)

manual

:symbol

Text equival of a gid

gid

:symbol_c

Text equival of a cid

cid

:symbol_cv

Text equival of a cid with vid suffix

cid vid

Telemetry

A firehose stream of signals in raw form before gets transposed into more meaningful formats

signal

Track

A series of pages or a funnel when analyzing and visualizing enduser behaviour or impact
of tests on transitions from a page — for instance what happens next downstream from a
landing page and which tracks are converting higher than others

UX

The overall experience an enduser has when interacting with a retail site or app

Version & Versionable

When any object is modified in CMS a new version is created (like a git commit) this enables
the performance of changes to be tracked over time — for instance if a title is modified
the CR for product can be seen before and after by version id

:vid

The version identifier for an object

id gid cid

Voice Commerce

Shopping using voice commands on web or mobile — in context of HYPV it benefits from
the labeling system in use and also allows collection of user contributed labels from
interactions &mdash "not like that, those are all too boho, show me more mainstream"

Definitions