Glossary Of Terms

Created by Amber Smith, Modified on Thu, 4 Apr, 2024 at 10:35 AM by Amber Smith

AOAM Glossary of Terms

Initial Contact and Audience Building

Lead/Prospect: A potential customer showing interest in your product or service, captured through Automation on a Mission's forms and landing pages for targeted follow-up.
Lead Generation: Initiating interest into products or services through various activities such as networking, lead magnets, advertising etc. Lead Generation in Automation on a Mission uses web forms, landing pages, and social media integrations to aid in lead generation.
Landing Page: Standalone web pages created in Automation on a Mission for specific campaigns, designed to convert traffic from targeted marketing efforts. This includes sales pages, opt in pages, thank you pages, etc.
Call to Action (CTA): Urging viewers to take specific actions, such as subscribing or purchasing, created within Automation on a Mission’s page builder.
Funnel Steps: Actions or stages within Automation on a Mission, guiding potential customers toward a purchase or desired action.

Contact Management and CRM

CRM (Customer Relationship Management): A core feature of Automation on a Mission (we call it Contacts) that manages interactions with current and potential customers, centralizing contact information, communication history, and engagement activities to enhance relationships and drive sales.
Smart Lists: Dynamic contact lists in Automation on a Mission that automatically update based on predefined criteria, such as contact behavior or demographic information, facilitating targeted communication strategies. These are saved searches that can be used for your own use, shared or shared with others. Smart lists are a great way to segment audiences for easy reporting and other marketing.
Segments: Specific groups of contacts within Automation on a Mission, created based on shared characteristics or behaviors. For example, customers vs non-customers, or marketable contacts all can be different segmentations of your entire CRM list. Segmentation allows for more personalized and effective marketing campaigns, improving engagement and conversion rates.

Quick Action Buttons: Features within the contacts section of Automation on a Mission that enable users to perform frequent actions (e.g., send an email, apply a tag, start a workflow) with a single click, increasing efficiency in contact management. Quick action buttons can be found at the top of the list of contacts and are the square buttons with icons such as a robot head or a tag.
Bulk Actions: A functionality in Automation on a Mission allowing users to apply actions (such as tagging, changing status, or initiating campaigns) to a large number of contacts at once, streamlining mass communication and management tasks. If you perform a quick action to a single contact or group, your activity will show in the bulk actions.
Contact Tags: Labels applied to contacts in Automation on a Mission to categorize and track them based on specific criteria, interests, or engagement behaviors. Tags support targeted segmentation and personalized marketing efforts.
Contact Scoring: A system within Automation on a Mission that assigns scores to contacts based on their engagement levels, purchase history, and other relevant behaviors. Scoring can help prioritize leads and customize follow-up strategies.
Custom Fields: Additional data fields that is unique to your business needs. These fields can be added to contact profiles in Automation on a Mission to capture unique information relevant to the business, enhancing contact segmentation and personalization of communications.
Contact Status: Indicates the current engagement level or stage in the customer journey of a contact within Automation on a Mission, such as new, active, or inactive, helping businesses tailor their communication strategy.
Contact History: A comprehensive log within Automation on a Mission of all interactions with a contact, including emails, calls, form submissions, and website visits, providing a holistic view of the contact's engagement with the business.
Lead Capture Forms: Tools in Automation on a Mission designed to collect information from potential customers, directly feeding into the CRM and triggering automated workflows for lead nurturing and conversion.
Email Opt-in/Opt-out Management: Features within Automation on a Mission that manage a contact's preferences for receiving marketing communications, ensuring compliance with email marketing regulations.

Engagement and Content

Dynamic Content: Content in Automation on a Mission that changes based on user behavior or preferences, used to personalize communications. For example, a smart list that updates based on new contacts meeting the search criteria.
Social Media Management: Schedule posts, track engagement, and interact with audiences across platforms directly within Automation on a Mission.
Webinar: A seminar/training/workshop conducted over the Internet. Webinars are used to provide interactive sessions focusing on educating, engaging, and delivering presentations to a wider audience. Webinars are commonly used for lead generation and can be promoted and managed through Automation on a Mission with registration pages, automated reminders, and engagement tracking.

Pipelines & Opportunities

Sales Pipeline: A visual representation of where potential customers (opportunities) are in the sales process. Pipelines in Automation on a Mission allow businesses to organize and track the progress of opportunities, providing clarity on sales activities and helping to predict revenue. While Automation on a Mission comes with several pipelines, these are designed to be customized to your business process.
Pipeline Management: The practice of overseeing and optimizing the flow of opportunities through the sales pipeline. Effective pipeline management involves monitoring stages, identifying bottlenecks, and implementing strategies to move opportunities toward closing efficiently.
Pipeline Stages: The predefined steps in a sales pipeline that represent the journey from a new lead to a closed customer. Stages can be customized in Automation on a Mission to reflect the sales process accurately, such as Lead, Qualified, Proposal Sent, Negotiation, and Won.
Pipeline Reporting: Analytical tools within Automation on a Mission that provide insights into the health and performance of the sales pipeline. Reporting can include metrics like conversion rates, stage duration, pipeline velocity, and overall sales forecast.
Pipeline Activity Tracking: The feature in Automation on a Mission that logs interactions and activities related to opportunities within the pipeline, such as emails, calls, meetings, and notes. This tracking ensures that all communication is documented, aiding in personalized follow-up and strategic decision-making.
Opportunity Name: The title or identification given to a sales opportunity, often reflecting the prospect's name, company, or the potential deal's nature to easily track and reference the opportunity.

Deal Value: An estimated monetary value of the opportunity, representing the potential revenue that the deal will bring if successfully closed. This helps in forecasting sales and prioritizing efforts and can be updated if the value changes.

Close Date: The expected date by which the opportunity is predicted to be won or lost. Setting a close date aids in sales forecasting and planning.
Stage: Refers to the current phase of the opportunity within the sales pipeline (e.g., Prospecting, Proposal Sent, Negotiation). Stages help to organize the sales process and provide insights into the opportunity's progress.

Payments & Products

Payment Gateway: A merchant service provided by an e-commerce application service provider that authorizes credit card or direct payments processing. It's a bridge between the customer's bank and the platform, ensuring secure and swift transactions. Automation on a Mission has several to choose from including Stripe and Paypal Business among others.
Invoice: A detailed bill issued by a business to customers, outlining products or services provided, quantities, prices, and terms of payment. Invoices are one method of collecting payments and can be both single payment and recurring payment invoices.
Subscription Plans: Recurring payment models for products or services. Subscription plans automate billing cycles, allowing businesses to charge customers on a weekly, monthly, or annual basis, as well as a custom schedule created by the user, facilitating predictable revenue streams. Subscription plans can also be used to set up payment plans.
Payment Processing: The complete process of a payment transaction, from the moment the customer initiates a payment to the funds being deposited into the business's account. This includes authorization, capture, and settlement stages.
Transactions: Logs of all payment transactions processed through Automation on a Mission, including successful payments, declines, and refunds. These records are essential for financial tracking, reporting, and dispute resolution.
Refunds: The process of returning funds to a customer, usually due to product returns, cancellations, or dissatisfaction. Automation on a Mission allows businesses to manage and process refunds directly through the platform.
Payment Links: Unique URLs generated for specific payment amounts, products, or services that can be sent to customers via email or SMS, facilitating easy and secure payment collection without the need for a shopping cart.
Products: Refers to the goods or services offered by a business for sale. Within the context of Automation on a Mission, products can range from physical items, digital goods, subscriptions, to services. To sell products a payment link, checkout form, or a sales page/funnel must be used.
Online Store Toggle: The toggle for the online store within a product's settings is a feature that allows businesses to specify whether a product should be visible and available for purchase in an online storefront. By enabling this toggle, businesses can control their product listings, making it easy to manage inventory, seasonal offers, or exclusive products. Collections play a significant role in organizing these products within the online store, helping customers navigate the store efficiently and discover products that cater to their preferences. This setup ensures that the product offering is dynamic, aligned with marketing strategies, and tailored to the target audience's shopping behavior.
Collections: Are groups or categories of related products organized together to facilitate easier browsing and shopping for customers. In Automation on a Mission, collections serve to showcase products that share certain characteristics, such as type, purpose, seasonality, or any other criteria set by the business. Collections enhance the customer shopping experience by providing a curated selection that matches their interests or needs.
Checkout Forms: Customizable forms that are either one step or two step order forms used to collect payment information and process transactions. Checkout forms are typically created using the funnel builder and then can be integrated into websites or landing pages, allowing for seamless customer checkout experiences.
One-Step Order Form: A simplified order form designed to capture essential customer information and process payments within a single page. This streamlined approach minimizes friction by combining product selection, billing information entry, and payment details into one step, aiming to increase conversion rates by reducing the steps a customer must complete to make a purchase. One-step order forms are particularly effective for straightforward transactions with minimal product choices or when speed is a priority in the buying process.

Two-Step Order Form: An order form that separates the ordering process into two distinct steps or pages, typically starting with capturing lead information (such as name and email address) before proceeding to payment details on a subsequent page. This approach can help businesses gather essential contact information upfront, potentially allowing for follow-up even if the transaction isn't completed (abandoned cart). Two-step order forms are useful for more complex purchases, where additional information from the customer may be required, or as a strategy to build a leads database while also facilitating transactions.
Abandoned Cart: Refers to a situation where a customer adds products to their online shopping cart but exits the website without completing the purchase. Tracking abandoned carts helps businesses understand customer behavior, identify obstacles in the checkout process, and develop strategies to recover these sales, often through targeted follow-up emails or personalized offers to encourage customers to return and complete their transactions.
Revenue Reporting: Tools and dashboards within Automation on a Mission that provide insights into sales, revenue, and financial trends. These reports help businesses track financial performance, identify growth opportunities, and make informed decisions.
Payment Notifications: Automated alerts sent to customers and business owners regarding payment statuses, such as successful transactions, failed payments, or upcoming subscription renewals. These notifications enhance communication and help manage customer expectations.
PCI Compliance: Adherence to the Payment Card Industry Data Security Standard (PCI DSS), a set of requirements designed to ensure that all companies that process, store, or transmit credit card information maintain a secure environment. Ensuring PCI compliance is crucial for businesses to legally and safely handle credit card transactions.
Financial Integrations: Connections between Automation on a Mission and external financial software or services, such as accounting software, tax calculation services, or banking APIs. These integrations streamline financial management and reporting.

Communication and Campaigns

Email Templates: Pre-designed marketing email formats in Automation on a Mission for campaigns and automated workflows, customizable for various marketing needs (think newsletters and content rich marketing emails).
Template (Snippets): Predefined blocks of content for SMS and Email that are text only. We consider this the equivalent of an email that you would sent via outlook or an email manager. These are not marketing emails.
Drip Campaigns: Using the workflow builder, a drip campaign is a series of emails or other communications that are automated to run one after another on a preset timeline in Automation on a Mission.
Campaigns: A campaign is a single marketing email that is sent to a designated list of recipients. This email can be sent immediately or released in batches, or scheduled for the future. Email campaigns are independent of one another so changes in customer behavior will have little impact on email campaigns.
Conversations: Aggregates communications from email, SMS, and social media into a single dashboard for comprehensive management in Automation on a Mission.

Automation and Workflow Management

Marketing Automation: Automation allows your Automation on a Mission system to manage processes, communications and actions on behalf of the company.
Workflow: Automated actions in Automation on a Mission triggered by specific criteria to streamline marketing and sales processes. This could be a drip campaign, sales process, onboarding as well as internal business processes such as pipeline management and more. Workflows are how you automate your business.
Triggers: These are the starting points of any automation. Triggers set off a sequence of actions based on specific criteria or behaviors. Examples include a new lead filling out a contact form, a customer completing a purchase, or a contact clicking a link in an email. Understanding triggers is about knowing what behaviors or events you want to monitor and respond to within your marketing and sales processes.
Actions: Actions are the responses to triggers within an automation workflow. Once a trigger is activated, actions are executed automatically. Actions can range from sending an email, updating a contact record, scheduling a task, tagging a contact for segmentation, or even starting another automation. The key is mapping out what needs to happen automatically once a trigger event occurs.
Conditions: Criteria set within a workflow to determine the path an automation takes. Conditions can branch the workflow into different sequences based on whether certain criteria are met, such as a contact's behavior or demographic information.
Delays: A pause inserted between actions within a workflow, specifying a wait time before the next action is taken. Delays help to space out communications or actions in a way that appears natural and timed appropriately.
Branching Logic: Determines the flow of actions based on specific conditions or criteria, allowing for personalized paths within a single workflow. Understanding how to set up and use branching logic effectively can significantly increase the personalization and efficiency of automations.
Event Triggers: Specific events within Automation on a Mission that can initiate a workflow. Beyond basic triggers, explaining nuanced triggers like page visits, form abandonment, or specific interaction patterns could be valuable.
A/B Testing: The capability to test different versions of workflows or specific actions within them to compare performance. This feature is crucial for optimizing workflows based on data-driven insights.
Webhooks: Custom callbacks that send real-time data to other applications when triggered by actions within a workflow. Webhooks allow for integrations and data sharing between Automation on a Mission and external services.
Workflow Settings: Workflow settings in Automation on a Mission provide control over how and when a workflow operates. These settings can include things like Allow Re-Entry, which permits a contact to enter the same workflow more than once – useful for recurring campaigns like annual notifications or membership renewals or testing/troubleshooting. Settings also encompass configurations like delay durations, action conditions, and workflow activation criteria, ensuring that automations are tailored to specific business needs and scenarios.
Enrollment History: The Enrollment History tab within a workflow displays a comprehensive log of contacts who have been part of the workflow. This feature allows users to sort and filter through the history by various criteria, such as contact names, action statuses, and dates of execution. Viewing enrollment history helps users track the effectiveness of workflows, understand contact interactions, and make informed adjustments to improve engagement and conversion rates.
Execution Logs: Execution Logs provide a detailed record of each action taken within a workflow, including when each action was executed and the outcome. These logs are crucial for troubleshooting and optimizing workflows, offering insights into how well different components of the workflow perform. By examining execution logs, users can identify areas where contacts might be dropping off, actions failing to trigger as expected, or opportunities to refine the workflow for better performance.

Sites (Websites/Funnels/Chat Widget & More)

Websites: Digital platforms that represent a business's online presence, consisting of multiple pages that are interconnected through navigation. Websites serve as a central hub for information about the business, its products or services, contact information, and often include additional features like blogs, resource centers, and support sections. They are designed to provide comprehensive information to visitors and support search engine optimization (SEO) strategies to attract organic traffic.
Funnels: Structured pathways designed to guide visitors through a specific journey with the goal of converting them into leads or customers. Funnels are typically composed of a series of pages, each with a clear objective, such as client attraction, making an offer, or closing a sale. Funnels are highly focused on conversion and are used for specific marketing campaigns or sales initiatives to track and optimize the customer journey.
Landing Pages: Single web pages that serve as the entry point for a specific campaign or offer within a website or funnel. Landing pages are designed with a clear call to action (CTA) and are focused on converting visitors into leads or customers by encouraging them to take a specific action, such as signing up for a newsletter or making a purchase. Landing pages can be opt-ins or sales pages for example. The term is the broad name with the kinds of landing pages falling underneath.
Domain: The unique web address (URL) that identifies a website on the internet. Domains are essential for branding and making a website easily accessible to users. Managing domains involves registering the domain name and linking it to the website’s hosting server.
SSL Certificate: A digital certificate that provides encryption for a website, ensuring secure data transfer between the server and the user's browser. SSL certificates are crucial for protecting sensitive information and are indicated by "https" in the website's URL, often accompanied by a padlock icon in the address bar. When you build your pages in Automation on a Mission they come with an SSL Certificate. If the SSL fails, the page does no load and the visitor is alerted that the page is not safe.
SEO (Search Engine Optimization): The practice of optimizing a website or funnel to improve its visibility in search engine results pages (SERPs) for relevant queries. SEO involves a variety of strategies, including keyword optimization, content creation, and link building, aimed at attracting higher quality and quantity of organic traffic.
Hosting: The service of providing storage space and access for websites. Hosting is necessary for a website or funnel to be visible on the internet. It involves storing the site's files on a server and ensuring they can be accessed by users at any time.
Step: In the framework of funnels, a step refers to an individual page or stage within the funnel sequence designed to guide a visitor towards a specific action or goal. Each step plays a distinct role in the conversion process, such as presenting initial information, gathering lead details, offering a product, or securing a sale. Steps are strategically ordered to facilitate a smooth journey for the user, moving them closer to the desired outcome with each progression.

Step Name: The step name is the identifier given to a specific step within a funnel. It serves as a label that describes the purpose or content of the step, making it easy for users managing the funnel to understand the sequence and flow at a glance. Step names should be descriptive and indicative of the action or objective of each stage, such as "Signup Page," "Offer Details," or "Thank You Page."

Step URL: The step URL is the unique web address associated with a particular step in a funnel. It is the link to which visitors are directed when they reach that stage of the funnel. Step URLs are critical for tracking the performance of individual funnel stages, facilitating the navigation between steps, and integrating with marketing campaigns. In platforms like Automation on a Mission, users can often customize step URLs to be descriptive and SEO-friendly, enhancing usability and search engine visibility.
Custom Code: Additional code (HTML, CSS, JavaScript) added to a website or funnel to create unique features or integrations that are not available through standard options. Custom code allows for greater customization and functionality, tailoring the site more closely to business needs.
Publish Button: The publish button is a crucial feature in website and funnel builders like Automation on a Mission, used to make the current version of a webpage or funnel live on the internet. When a user clicks this button, all changes made to the page or funnel are saved, and the updated content becomes accessible to visitors. This action transitions the webpage or funnel from the editing or draft stage to a published state, ensuring that all modifications are reflected in real-time on the user's website. The publish button is essential for content management, allowing for immediate updates and the ability to swiftly respond to business needs, marketing strategies, or customer feedback.
Sections: The broadest containers in the page layout (typically green), sections divide the page into distinct areas. Each section can house multiple rows and serves as a foundational block for organizing content and design elements on a webpage.

Rows: Rows reside within sections and serve as horizontal containers that structure the content. Rows can be divided into columns and are essential for aligning elements horizontally across the page.

Columns: Columns are subdivisions of rows and provide vertical containers that hold individual content elements, such as text, images, buttons, and more. Columns help organize content side by side within a row.
Global Sections: A type of saved section that, once created, can be reused across multiple pages or funnels within the same website. Global sections are centrally managed, meaning any change made to a global section will automatically update across all instances where that section is used. This is particularly useful for elements like headers, footers, and call-to-action blocks that need to maintain consistency throughout the site.

Local Sections: Unlike global sections, local sections are saved and intended for use on a specific page. Any changes made to a local section will only apply to the instance on that particular page, allowing for page-specific customization without affecting the same section on other pages.

Padding: Padding refers to the space inside an element's border, between the border and the element's actual content. Padding is used to create space around an element's content within its boundary, affecting the element's size.

Margins: Margins represent the space outside an element's border, between the border and other elements on the page. Margins are used to create space around elements, separating them from one another.

Alignment: The arrangement of elements within a section, row, or column. Alignment can be horizontal (left, center, right) or vertical (top, middle, bottom), influencing how content is positioned and presented on the page.
Backgrounds: The background setting applies colors, images, or gradients to the back of sections, rows, or individual elements, enhancing the visual appeal and thematic consistency of the page design.

Text Elements: Components used to add and customize textual content on the page, including headers, paragraphs, and text blocks. Text elements support various typographic adjustments, such as font size, color, and alignment.

Image Elements: Elements used to incorporate images into the page. Image elements can be adjusted in size, alignment, and can also link to other pages or external sites.
Buttons: Interactive elements that prompt users to take action, such as submitting a form or navigating to another page. Buttons can be customized in design (color, size, border) and function (link, action on click).

Widgets: Pre-built components or tools that can be added to a page for specific functionalities, such as contact forms, maps, social media links, or testimonial sliders. Widgets enhance the user experience and functionality of the site.

Forms/Quizzes and Surveys

Forms: Designed to capture contact details and other custom information from your prospects and clients. This includes; contact details, preferences, messages and more. In the context of Automation on a Mission, forms are used to capture leads, facilitate registrations, or gather necessary information for customer service or sales follow-ups. Forms are customizable to include various field types (text, dropdown, checkbox) and are often embedded in websites, landing pages, or funnels to initiate user engagement and data collection.
Surveys: Structured tools used to collect quantitative and qualitative data from participants through a series of questions. Surveys in Automation on a Mission are utilized to gauge customer satisfaction, understand market trends, or collect feedback on products and services. They can be distributed via email campaigns, hosted on web pages, or shared through social media to reach a broader audience. Surveys are valuable for gathering insights that inform business decisions, improve customer experience, and tailor offerings to meet user needs.
Quizzes: Interactive assessments that pose questions to participants, for purposes such as lead generation, or engagement. Automation on a Mission, quizzes can serve multiple functions, such as qualifying leads or assessing knowledge learning in courses. Quizzes can be designed with branching logic, where the sequence of questions adapts based on previous responses, enhancing the personalization of the interaction.
Conditional Logic: A feature that changes what question a respondent sees next based on their answers to previous questions. This allows for a more personalized and relevant experience by guiding users through different paths depending on their responses.

Validation Rules: Criteria set up to ensure that the data entered into a form field meets specific requirements before submission. For example, validation can check that an email address is in the correct format or that all required fields are filled out.

Chat Bot

Chat Widget: A dynamic tool embedded on websites and funnels allowing real-time communication between visitors and the business. It supports instant messaging through a web interface, facilitating direct and meaningful engagement with the audience.
Automated Greetings: Configurable messages that automatically welcome visitors upon interacting with the chat widget. These can be personalized to engage visitors based on their actions or the specific pages they browse, enhancing the user experience.
Live Chat: This feature enables immediate text communication within the chat widget between website visitors and representatives. It's essential for offering quick answers to inquiries, assisting users, and improving customer service and interaction.

Client Portal

Client Profile: A comprehensive record within Automation on a Mission that contains detailed information about a client, including contact details, interaction history, purchased products or services, and membership status.
Custom Domain Configuration: The process of assigning a custom domain to a client's portal or community page within Automation on a Mission, enhancing brand consistency and trust.
Client Portal Access: A feature that allows clients to log in to a secure area where they can view their information, access purchased courses or memberships, and interact within communities.
Activity Log: A detailed record of a client's actions and interactions within the client profile, including course progress, community participation, and transaction history.
Membership Details: Information within the client profile that outlines the client's current memberships or subscriptions, providing insights into their engagement level and access rights.

Courses, Memberships & Communities

Courses: Digital learning content organized within Automation on a Mission, allowing businesses to create, manage, and deliver educational materials or training programs online. Courses can include videos, text, quizzes, and downloadable resources.
Lesson: A single instructional unit within a course. Lessons are the primary content blocks that make up a course, each focusing on a specific topic or skill.
Module: A collection of related lessons grouped together within a course. Modules help organize the course content into thematic or logical sequences, enhancing the learning experience.
Quiz: An assessment tool used within courses to evaluate learners' understanding of the material. Quizzes can consist of multiple-choice questions, true/false questions, or short answers.
Course Enrollment: The process by which users sign up or are given access to a course. Enrollment can be open to all users or restricted to a specific audience.
Course Completion Certificate: A digital or printable certificate awarded to users upon successfully completing a course, serving as recognition of their achievement and mastery of the course material.
Course Analytics: Data and metrics that track user engagement, progress, quiz performance, and completion rates of courses. Analytics help course creators understand learner behavior and improve course content.
Drip Content: A feature that allows course creators to schedule the release of course content over time, rather than making all content available immediately. This helps maintain learner engagement by pacing the learning experience.
Membership Access: The integration of courses with membership levels, controlling which courses are accessible to different tiers of members. This feature enables businesses to offer exclusive content based on membership status.
Communities: Online spaces within Automation on a Mission designed to foster interaction and engagement among a group of users or clients. Communities can be centered around specific topics, courses, or services offered by the business.

Paid Groups: A feature within communities that allows the creation of exclusive groups accessible through subscription or one-time payment. This facilitates monetizing content and fostering exclusive interactions.

Public Communities: Communities open to all users, encouraging broad participation and interaction. Public communities are ideal for wide-reaching engagement and brand visibility.
Private Communities: Invite-only or paid communities that offer exclusive content, discussions, and interactions. Private communities are suited for specialized groups or premium client services.

Tracking and Optimization

Open Rate: The percentage of recipients who opened an email campaign, measured in Automation on a Mission to gauge effectiveness.
Click-Through Rate (CTR): The effectiveness of email campaigns and ads, calculated in Automation on a Mission by the percentage of viewers who click on links.
Customer Lifetime Value (CLV): An estimate of the total revenue or profit a business can expect from a single customer throughout the entirety of their relationship. CLV helps businesses understand the long-term value of maintaining relationships with their customers, guiding decisions on customer acquisition, retention strategies, and resource allocation. It factors in the average purchase value, purchase frequency, and customer lifespan to provide a comprehensive view of the financial contribution each customer brings over time. Calculating CLV enables companies to identify high-value customers and tailor marketing efforts to maximize profitability and long-term success.

Other Key Terms or Definitions

A2P (Application-to-Person): A2P messaging refers to the process where an application sends messages to a mobile user. This includes a wide range of uses such as promotional messages, alerts, notifications, and verification codes sent from software applications to consumers’ mobile devices. A2P messaging is widely used by businesses to communicate directly with customers in a scalable and automated manner, offering opportunities for enhanced customer service, marketing outreach, and security through two-factor authentication processes.
Dedicated Domains: Unique web addresses reserved for a business's digital activities in Automation on a Mission, enhancing brand consistency.
SPF (Sender Policy Framework): SPF is an email authentication method designed to detect forging sender addresses during the delivery of the email. SPF allows the owner of a domain to specify which mail servers (i.e. MailGun which is us or Outlook or Google Workspace) are authorized to send mail on behalf of their domain. When an email is received, the SPF mechanism checks the sending mail server’s IP address against the list published by the domain owner in the DNS records. If the mail server is not authorized, the email can be marked as spam or rejected, reducing the risk of phishing and spam.

DKIM (DomainKeys Identified Mail): DKIM is an email security standard designed to ensure that messages have not been altered in transit between the sending and receiving servers. It allows the sender to attach a digital signature to emails. This signature is linked to the domain’s DNS records. When an email is received, the receiving server uses the signature to verify that the email was indeed sent from the domain it claims to be from and that its content has not been tampered with. DKIM helps to prevent email spoofing and ensures the integrity of the message content.
DMARC (Domain-based Message Authentication, Reporting, and Conformance): DMARC is an email authentication protocol designed to give email domain owners the ability to protect their domain from unauthorized use, known as email spoofing. The protocol uses SPF (Sender Policy Framework) and DKIM (DomainKeys Identified Mail) to ensure that an email is authentic and can provide a policy to email servers on how to handle emails that fail these checks. DMARC also includes reporting capabilities that inform the domain owner of emails being sent from their domain, allowing for better monitoring and control of email security.
Integration: Connecting different software tools to work seamlessly together, a feature supported by Automation on a Mission for enhanced functionality.
API (Application Programming Interface): Set of rules for building and interacting with software applications, supported by Automation on a Mission for integration.
Tracking Pixels: Used in Automation on a Mission for tracking user behavior on websites and in email campaigns, aiding in retargeting and analysis.

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