Duel Glossary

Advocate - An advocate is someone who genuinely recommends a product or experience they enjoy, in their own voice, over time. In Duel, an advocate is a member of a Duel programme. Unlike influencers, who are hired for reach, or affiliates, who focus on sales, advocates are motivated by authentic enthusiasm for the brand. They share honest opinions, contribute reviews, referrals, feedback, and community engagement. Their credibility and trust matter more than follower count.

Operator - This term refers to a representative from the brand who has access to the Duel Dashboard.

Front End - The branded gamified portal is the interactive platform where advocates engage and participate in the Duel programme.

Back End - The Duel Dashboard is the platform where brands can manage and assign tasks, among other functions, located at: https://app.duel.me/

Member Programme - A Duel programme that anyone can join, historically referred to as customer or open programmes.

Application Programme - A Duel programme that has requirements for joining at the brands discretion, the brand can then approve or deny the applicants, these can include ambassador, social commerce or influencer programmes.

Reward - A one-time use reward, like a promotional code for a complimentary product

Perk - A continuous reward that provides advocates with benefits like entry into competitions or exclusive commission rates.

Referral - This occurs when an advocate of a Duel programme successfully encourages someone else to make a purchase.

BSE - Brand Success Executive - A member of the Duel team who is responsible for the daily management of your program.

IEM - Implementations/Onboarding Manager  - A member of the Duel team who is responsible for the onboarding and implementation of your programme. 

 

👥 People & Roles

Advocate -  An advocate is someone who is a member or user of a Duel programme.

Operator - This term refers to a representative from the brand who has access to the Duel Dashboard.

BSE — Brand Success Executive - A member of the Duel team who is responsible for the daily management of your programme.

IEM — Implementations/Onboarding Manager - A member of the Duel team who is responsible for the onboarding and implementation of your programme.

 🏗️ Platform & Programme Structure

Front End -  The branded gamified portal is the interactive platform where advocates engage and participate in the Duel programme.

Back End - The Duel Dashboard is the platform where brands can manage and assign tasks, among other functions, located at: https://app.duel.me/

Member Programme - A Duel programme that anyone can join, historically referred to as customer or open programmes.

Application Programme - A Duel programme that has requirements for joining at the brand's discretion. The brand can then approve or deny applicants. 

Performance Model (Duel 3.0) -  Duel's proven framework for driving advocate engagement, activity, and revenue at scale. Built around tiers, points, and gamification, it aligns advocate effort with reward and business impact. Often described as "tiers and points," though this undersells the full model.

Tier -  A level within a programme that advocates progress through by accumulating points. Each tier typically unlocks different rewards, perks, or commission rates.

Points - Units earned by advocates for completing tasks. Points are used to progress through tiers and unlock rewards.

Task / Challenge -  An action that advocates complete within the programme to earn points — for example, posting on social media, writing a review, or following a brand account.

Group - A segmentation unit within a programme that gives different subsets of advocates a distinct experience, including different tasks, tiers, and rewards.

💰 Advocate Earnings & Attribution

Reward - A one-time use reward, like a promotional code for a discount on a brand eCommerce .

Perk - A continuous reward that provides advocates with benefits like entry into competitions or exclusive commission rates.

Referral - This occurs when an advocate of a Duel programme successfully encourages someone else to make a purchase.

Referral Code - A unique discount code an advocate shares with their audience. When used at checkout, the referral and resulting purchase are attributed to that advocate.

Affiliate Link -  A unique URL assigned to an advocate to track purchases driven through their sharing, enabling commission attribution.

Commission - A percentage of revenue earned by an advocate when a purchase is made via their affiliate link or referral code.

Storefront - An advocate's personalised page within the portal where they can showcase content, a bio, and tagged products for their audience to browse and shop. Also called Advocate Page in the dashboard. 

📸 Content & Moderation

UGC — User-Generated Content -  Photos, videos, testimonials, and other content created by advocates as part of completing tasks. Brands can repurpose UGC across their own marketing channels.

Moderation - The process of reviewing, approving, or rejecting advocate task submissions within the Duel Dashboard.

Smart Moderation - An AI-powered feature that automatically scores and moderates advocate content submissions against brand guidelines.

📊 Metrics & Measurement

GAV — Gross Advocacy Value - Duel's primary framework for measuring total advocacy impact. Calculated as: Affiliate Revenue + Earned Media Value (EMV) + Content Value. GAV captures impact across the full funnel, from first brand mention to final purchase.

EMV — Earned Media Value - The estimated monetary equivalent of organic reach and engagement generated by advocate content. Calculated using a brand's CPM and CPC benchmarks. For example, if a post receives 50,000 views, EMV projects what that exposure would have cost as paid media.

 🎯 Segmentation & Targeting

Labels - Tags applied to advocates automatically or manually, used to segment and target specific advocate groups for tasks, communications, or rewards.

Segments -  A collection of labels make up a segment

📨 Communications

Digest - A regular email sent to advocates summarising programme updates, available tasks, and their current progress.