Context

Generally refers to the combination of user identity, environmental, process and community-based information about the customer, leading to real-time offers, delivered at the right time via the right touchpoint, and valuable to the customer.

Refers to meanings that are clear to the sender or receiver (e.g., application or person), either because they are stated elsewhere in the message or because they have been predefined (e.g., the number “30” means “30 pounds of flour” in one message and “30 cases of orange soda” in another message). Sender and receiver may have different interpretations of meaning (i.e., different context). For example, “customer” could be the party that pays the freight bill in a billing application, but the receiver of the item (which might not be the payer) in a warehousing application.