Definition of Aimbase Terms

Marketing jargon? Ew.

Yeah, we know. We are guilty of it. We get caught up in the industry words we use to describe things. Sometimes we even forget that these words are actually not common knowledge. So, here’s something we think might help.

A -K


This is someone/something that is considered actively engaged with your brand. Active items will receive communication such as Autoresponders, nurture emails, campaigns, surveys, etc.


“Auto-lead Data Format” and is a one-way lead transmission function in Aimbase.


A general term referring to methods of marketing to targeted customer segments. Within Aimbase, the term applies to both manually scheduled emails and targeted paid media efforts. A single campaign (or many, depending on your strategy) can be associated to leads and prospects who received an email, and leads submitted based on engagement with tracking URLs or from campaign-specific forms. 

Contact Type

Refers to the type of email notification a contact, whether dealer, territory, regional or manufacturer, is setup to receive. The contact type directly relates to the activity that the contact is being notified about.

Dealer Contact

Someone at a dealership who is a set up to receive notifications about different activities associated with their dealer.


Domains is what comes after the @ sign in an email. For example, in Traverse Bikes, it is

Email Type

Email type is a categorization used to indicate how the email will be used. This value is set on the email when it is built, and it is used as a report filter when viewing data relating to emails. 

Email Types Defined

Campaign - the campaign email type is used to identify emails that will be manually scheduled to send to a specific list of email addresses within Aimbase. 

Contact CSI Notification - this email type is used for notification emails that are sent to dealer and manufacturer contacts relating to owner surveys. These notifications include such alerts as perfect scores, hot alerts, and survey completed.

Contact Marketing Notification - emails with this type are used to notify dealers and OEMs about activity relating to prospects. Lead notifications, hot lead alerts, HIT activity and unopened lead notifications are all examples of emails with a type of content marketing notification.

Lead Autoresponder - these emails are specifically emails sent to leads immediately after Aimbase processes their request. These emails are meant to be an acknowledgement of their submission and an opportunity to provide the prospect with other relevant information about the product/buying process.

Lead Nurture - the lead nurture email type is used on emails that are part of a more comprehensive collection of emails sent to a prospect. These emails are scheduled by Aimbase automatically upon receipt of a lead and could continue sending to the prospect for as long as a year after his/her lead was submitted.

Owner Nurture - similar to lead nurture emails, owner nurture emails are part of a more comprehensive collection of emails. The different is that these emails are sent to owners based upon a set schedule. These emails can include information about product ownership, the brand and even invitations to submit feedback about the product purchased, brand and buying experience.

Owner Survey Notification - this email type is used with emails that invite owners to take a survey administered by Aimbase.


Is meant to indicate the specific event that the prospect attended or has indicated interest in attending. Ex: demo events, competitions, shows, product launches etc.


Any part of Aimbase that shows a list of items Ex: Leads Grid.


A HIT is a highly interactive target, which is someone who has interacted with your brand in the last 24 hours. HIT shows you how prospects are interacting with your website and emails you send through Aimbase, even if they don’t submit a lead.


This is someone/something that is considered unengaged with your brand. You can think of inactive leads, prospects, lists, dealers, etc. as effectively deleted from Aimbase.

Issue Resolution

This is a program within Aimbase that creates an issue for customers that indicate they are dissatisfied. When created, it will send you a notification and you have 30 days to resolve the issue with the customer.



A record created by a form submission indicating that a person would like information about a brand/product. Leads come from sources such as a brand website, marketing event, sweepstakes, etc. 

Lead Category

Is from where the lead was entered. Most commonly these values include your brand's website, Aimbase's lead import tool, third parties, or devices that might be used to capture customer data on forms within the field. Examples:, iPad, Lead Import, Third Party. 

Lead CC

Contact type that is assigned to a dealer contact. This contact type indicates that the recipient will receive notification of the lead but is not responsible for following up with the prospect.

Lead Routing Radius

The maximum distance a lead can be from a dealer before the lead is routed to a default dealer or OEM corporate location.

Lead Source

Is what drove the prospect to the collection point. Organic is the most common avenue for leads. These instances are often a result of a prospect going directly to a brand's website and/or clicking a organic search result. This field in Aimbase is also associated to the UTM parameter, utm_source if you're utilizing tracking parameters. Examples: Organic, Email, Instagram, Facebook

Lead To

Contact type that is assigned to a dealer contact. This contact type indicates that the person receiving the notification about the lead is responsible for the follow-up. The person who owns the email address associated to the 'lead to' contact type is who must open the lead for it to be considered 'viewed' in Aimbase.

Lead Type

Is the type of information the lead is requesting when a lead submits information on a lead form. Examples are Brochure Requests, Contact Dealer, etc. Other is a Type that captures everything else.


Group of people you can send an email to simultaneously.


This refers to another UTM parameter used when tracking URLs. It defines how the prospect found your website, such as “social”, “email” or “cpc.” More specifically it can be used to identify how a prospect was targeted by your various marketing tactics. Ex: "FBm 35+ Fishing" could indicate to your team that the person was part of a group of Facebook mobile users over 35 years old who are interested fishing. This parameter is useful in distinguishing which medium is bringing you the most traffic or the highest quality traffic, as you can separate within Analytics and capture lead conversion within Aimbase. 


This is where you will find a list of all items that are queued to go out, and all items that have already been sent, like a survey or email.

Nurture Email

Emails that are automatically sent at predetermined times after a lead has entered the system. These emails can be triggered off a variety of variables found on the lead.

Origin Prospect Type

This is term used within reports and on the prospect grid/details. This term is used to define what first caused a prospect to enter your database. If the first occurrence of a person was due to a lead being submitted, then the origin prospect type will be the lead category on a lead. If the creation of a registration is the first record Aimbase has of a person, then the origin prospect type will be Owner. There are other values that may appear, but they will vary depending on your specific Aimbase implementation.


Someone who has purchased a product.

Product Lead Routing

A system of lead routing that accounts for which products a certain dealer sells. Dealers must be assigned to specific products to be assigned to leads with that specific product listed as the product of interest.


List of items that the OEM sells. These may be separated by brands and are used for both lead data and registration data. Products can be updated manually or by API/FTP.


A database of people who have shown interest in your product, may be interested in your brand, have purchased a product from your brand, have entered a lead form, or were created during a data acquisition project.

Prospect Timeline

A chronological view of a prospect's interactions with your brand as it relates to data held within Aimbase. The timeline captures actions such as Leads entered, Autoresponders/Campaigns sent to the prospect, product purchase and more.


Term used to refer to the most basic method of lead routing. This involves determining the latitude and longitude of both the lead and the dealer network to determine which dealer is closest to the lead.


Information presented on a lead that indicates which web page the prospect was on prior to landing on the OEM's website.


This is a purchase event when someone purchases a product they are then entered into Aimbase as a registration, and become a prospect.


These are the different ways you can compile the data Aimbase collects into an individual report. These are good for making comparisons, keeping track of survey responses, lead activity, etc.

More Reporting Terms


Total number of records for the selected time frame on the report.


Key performance indicator


Net promoter score


An acronym used to refer to Overall Satisfaction questions. An overall satisfaction question typically asks a customer to rate his/her overall satisfaction with a product, dealer, experience, brand, etc. and provides a 0 to 10 scale.


Total number of records for the same time frame for the prior.

Reroute %

Percentage of leads that are rerouted from one dealer to another for a selected time frame.

YoY Growth

Percentage of year over year growth in total records for the selected time frame.


This is the term used to describe anything related to Aimbase’s Customer Satisfaction Index, or any surveys that are sent out the owners.

Sender Profile

This is the from address that subscribers see, including the From Name and the From Email.


Someone who is subscribed to receive an email.


Chronological view of a prospect's interactions with Aimbase. The timeline captures actions such as leads entry, emails sent to the prospect, email interaction, website activity, purchases and more.