Kitewheel Terminology Guide

Here are some commonly used Kitewheel terms: 

Kitewheel TermDefinition
HubHub is where projects and admin settings reside. The Kitewheel Hub can be accessed from any browser. We recommend Chrome.
Journey MapThe Journey Map is where you can craft a high level customer journey, identifying key customer path and decisions, which serves as a base to the execution / configuration layer.
MetricsBasic Metrics measure counts or currency amounts and Compound Metrics display a percentage of any combination of Basic Metrics.
VersionAt each major milestone when working on a Project, we recommend creating a Version. You can test or deploy (run) any version of a Project.
EnvironmentEnvironments are defined usually as 'Development', 'UAT' and 'Production'. You can make as many environments in a Project. In a new Project, there is a 'default' environment automatically created and it can be renamed at anytime.
ConnectionsKitewheel Connections are the definitions of all the connections in a Project- for example connections to a particular database, web service API or to Twitter.
NodeThe colorful icons represent decisions or actions on a connection. Every node send, receives, transforms or returns data.
AdaptorOnce a Connection is made, an Adaptor defines an action on that connection- for example replying to a Tweet using a Twitter connection.
LinkLinks connects Nodes. The standard links are the 'goto' and 'error'. You can also have conditional nodes with Basic or Advanced operations before moving to the next node.
GraphThese are the actual executable representation of the journey. Graphs are made up of Nodes and Links.
DeploymentsThis consists of all Graphs in the Project that have a Listener and can be 'deployed' or run. The Graphs are grouped under each Environment in that Project. The Deployments screen gives the status of each Graphs- Starting, Running, Stopping, Warning or Critical.


A Profile is defined as all the attributes associated to a customer, such as unique identifiers of a customer (e.g., customer ID, account ID, email address), Interactions and associated context, Journey Steps and associated context and Attributes (e.g., demographic information).


Atomic level activity that is channel specific (e.g., form click on web)

Journey Steps

Key / Critical Business Measures. As an example, in an eCommerce business, critical business measures can be Category SKU, Product SKU, Cart and Checkout, etc. Journey Steps are typically defined by the business.


A full customer experience with your brand. A journey can be split into multiple journeys and a customer can be in any one of the journeys


Non-unique descriptive metadata tied to a Profile (e.g., first name and last name)

Journey Step Outcome Metrics

Part of the journey measurement framework to help businesses track key KPIs. The Outcome Metrics is tied to a journey step

Kitewheel Data Model (KDM)

The underlying journey data model from Kitewheel, comprised of Journey Steps, Profile and Interactions

Kitewheel ID Manager

Synchronizes and merges seamlessly the various identities from diverse systems. Uses the find, create and collapse methodology

Journey Discovery Analytics Dashboard (aka: JDA)

The analytics tab within a specific project ; designed to provide businesses an overview of the most popular behavioral flow of their customers

Data Lake

A storage repository that holds a vast amount of raw data in its native format until it is needed. This is an essential tool for deeper business insights and data science teams


Queryable database that Kitewheel uses 


3rd party Business intelligence analytic tools such as Power BI, Tableau, that can be connected to Kitewheel if needed