MasterBase® Resource



Automaton: System provided by the MasterBase® platform that, alone or in combination with others, is in charge of the complete execution of a process, following its definitions step by step and using the corresponding tools.

AOD or Automata on Demand: System provided by the MasterBase® platform that is responsible for executing a limited process only when it is invoked directly, using the corresponding tools.

Applications as a service: Called in the cloud as Software as a Service (Saas), it is a software development model where an application is hosted by a service provider from the Internet cloud, to be used by different users.

API: (Application Program Interface) or Interface Program is a program or application that accesses another program to transmit data. A client can have an API connection to upload information from a database to a mailing system and in turn receive data from the mailing system.

ASP: (Application Service Provider) or Application Provider as a service, are companies that provide web-based services. Clients do not need to install Software on their computers since all tasks are performed on an ASP server.

A/B Test: Refers to a split to generate test where a list is split proportionally and where different types of emails are sent. Based on the response rate, it is decided which of the two types of email to send.

Authentication: Is to establish the identity and association of a sending reputation, through a domain or reputation service providers. If an email is not authenticated, it receives more problems from Spam Filters, not reaching recipients' mailboxes.

Authentication Cryptography: Method used by domain key technology, where key pairs are generated by email senders (One pair is the DNS and another is in the message header). Mailbox providers query the DNS to ensure that the key signature in the header matches the key in the DNS.

Auto response: An automated message that is carried out according to an action that was generated, such as a greeting for subscribing to a Newsletter or for having bought something.

Attachment: A video, graphic, pdf or other type of document that accompanies an email and is not included in the body of a message.

About the Folder: The part of your screen or the content that does not need to be seen using the Scrolling bar (pin that must be moved downwards). It is the most relevant part of the Web given its immediate visibility.


Blog: It is a periodically updated website that compiles texts or articles by one or several authors chronologically, the most recent appearing first. There the author always retains the freedom to leave published what he believes pertinent.

Bounce: An email message that did not reach the destination of a mailbox. There are multiple reasons for an email to bounce, such as the mailbox is full, the account is closed, or it bounced because of its content.

Black Lists: (Blacklist) It is a list of IP (Internet Protocol) addresses or domains that are perceived as sources of Spam (unsolicited mail).


Cloud Computing: It is a technology that allows us to offer services in the Internet cloud. Everything that a computer system can offer is offered as a service, so that users can access the services available "in the Internet cloud" without knowledge (or, at least without being experts) in managing the resources they use.

Campaign: An Email Marketing message or series of messages, such as a lead nurturing or acquisition campaign, designed to accomplish a marketing objective.

Cookies: Is a small text file that is transferred to your computer by a web server. They are generally used to maintain user authentication, track browsing, and maintain user-specific information.

CRM: Customer Relationship Management. It helps companies track the customer from prospect to prospect. In addition, it helps to know all the different points of contact with which the client interacts in the company.

Click Rate: It is more important than Open Rate, it measures when a customer clicked on a certain link exposed in the email. These links usually take you to a subscription, a web page or to download some type of file.

Call to Action: The link in an email message that directs the consumer to action, which is usually the objective or goal that the sender wants to generate with their message. This action includes clicking, downloading a document, confirming or buying something.

Conversion: An email generated the desired action based on a pre-defined by a brand or company. Conversion can be defined as the capture of a lead, a sale, or a download of a document or file.

Conversion Rate: It is the percentage generated by dividing the total number of people who took a desired action (not necessarily a purchase, it can also be downloading a document, going to an event, participating in a Webinar) that is usually done in a Landing Page, by the number of emails sent minus emails bounced.

Creator: Is a person, who may or may not have previous digital knowledge, and who through free training acquires the knowledge to use the MasterBase® platform and its automation tools.

Configware: Consists of creating solutions by configuring processes, databases and interfaces without the need for software developers.


DKIM: (DomainKeys Identified Mail) is an email authentication mechanism that allows an organization to take responsibility for sending a message, so that it can be validated by a recipient. This organization can be a direct source of the message, such as the originator, the server in charge of managing the mail for that domain, or an intermediate server located in the transit that the mail travels, such as an independent service that provides mail resources to the server that manages the main domain.

Data protection: Set of controls that help ensure that the software safely manages the storage of information.

Domain: A group of network links that share a common communication address.

Digital Signature: The digital signature or electronic signature is a cryptographic method that associates the identity of a person or a computer equipment to the message or document, in this case sent by email. In MasterBase® Pro you can find this function.

DNS: The Domain Name System (DNS) is a distributed and hierarchical database that stores information associated with domain names on networks such as the Internet. Although as a database the DNS is capable of associating different types of information to each name, the most common uses are the assignment of domain names to IP addresses and the location of the email servers of each domain.

Deliverability: This term describes the total number of emails that manage to reach the mailbox of one or more recipients given a campaign or autoresponder email or triggered by an action of said recipient.

Digital Signature: The digital signature or electronic signature is a cryptographic method that associates the identity of a person or a computer equipment to the message or document, in this case sent by email. In MasterBase® Pro you can find this function.

Database: Is a set of data belonging to the same context and systematically stored for later use. In this sense, a library can be considered a database made up mostly of documents and texts printed on paper and indexed for consultation. Currently, and due to the technological development of fields such as computing and electronics, most databases are in digital (electronic) format, which offers a wide range of solutions to the problem of storing data.

Double Entry Option: Includes an additional step to the previous concept. , to generate the request to belong to a specific mailing list. The confirmation ends when the client accepts in his own mailbox that he does agree to deliver his data.

Dynamic Content: Content that changes from one receiver to another according to a set of predetermined rules or variables. The content can be variable, based on a specific historical behavior (purchases, document downloads).


Email Marketing: It is the process of delivering commercial messages in a relevant way, that generates commitment to an interested audience (who previously gave their permission), of your products or services through email.

eMarketing: Is the study of the techniques of using the Internet to advertise and/or sell products and services. Includes click-through advertising, web page banners, email blasts, search engine marketing (including search engine optimization) and blog marketing.

Engagement Marketing: Measures the extent to which a customer has a meaningful brand experience by being exposed to advertising, sponsorship, personal contact or another type of brand experience.

Email Archiving: This service responds to one of the major problems faced by company IT departments, such as the saturation of resources for managing and storing emails.

ESP: (Email Service Provider) A company dedicated to offering email marketing services.

Exit Option: Opt-Out It is the specific request made by a person through a link generated within an email NOT to belong to a specific mailing list. It can also be called Unsubscribe.


False Positive: Occurs when a legitimate (permission) email is incorrectly filtered or blocked either by an ISP or Company.

Feedback Loops: An alert mechanism that reaches the sender of an email. It is a technology used between an ISP (Internet Service provider, such as Hotmail or Yahoo) and a Trusted Sender (which does not spam) where the ISP notifies the sender directly when a Recipient has complained about an email from a particular author. since it was not relevant to him. The complaint results in marking it as Spam.

FTP: (acronym in English for File Transfer Protocol - File Transfer Protocol) in computing, is a network protocol for transferring files between systems connected to a TCP network, based on client-server architecture. From a client computer, you can connect to a server to download files from it or to send files, regardless of the operating system used on each computer.



HTML: (HyperText Markup Language), is the predominant language for building web pages. It is used to describe the structure and content in the form of text, as well as to complement the text with objects such as images.


Infrastructure as a service: It is where computing resources are provisioned, such as servers, connections, storage and other tools necessary to build an application environment prepared to serve the different needs of multiple organizations, making it easy, fast and economically viable.

IMAP: (Internet Message Access Protocol). It is a method of accessing and editing emails stored on a server.

ISP: (Internet Service Provider). Internet service provider. It is a company dedicated to connecting users or the different networks they have to the Internet, and to providing the necessary maintenance so that access works correctly. It also offers related services, such as web hosting or domain registration, among others. Example: Google, Hotmail, MSN, Entel, VTR, Terra, etc.


JavaScript: Is an interpreted programming language, that is, it does not require compilation. Mainly used in web pages, with a syntax similar to that of the Java language and the C language.



Landing Page: It is a URL or Web page specially designed to capture prospects or increase the information and level of interest or commitment of a client. It is a page specially designed to receive all those clicks that were generated from a call to Action, which can come from a Website, Email, Social Network, Banner, Adwords, etc.

Link: Is a reference to another web resource through a click. In Email Marketing it is widely used because it generates traffic from content and short to more information to the Website. It is also generated from any Call to Action for a Landing Page.

Link Analysis: Analyze the performance of the links in a message. How many people clicked on a certain link.


Masterbase®: Is a Process Automation Platform helps organizations transform information-intensive business processes, reduce manual work and errors, minimize costs and improve customer engagement. We assist companies, regardless of their size, industry or business function to ease implement our automation process solutions to deliver dramatic results that mitigate compliance risk and increase competitiveness, growth and profitability.

MasterUnsubscribe: It is an automated unsubscribe process included in our MasterBase® platform, which complies with three main characteristics: 1. Simple: It should be simple to incorporate the respective HTML into the message, as well as the way to execute it for those who want to unsubscribe from a Shipping. 2 Secure: So secure and error-proof as to ensure that those who unsubscribe through you do not receive mailings again, even if they were mistakenly reloaded into the contact base. 3. Cash: And not only cash, but also automatic (almost magical) for those who are behind the programming of shipments.

MasterBase® Live: It is a conference or web seminar (web-based seminar, sometimes translated as webinar), in which one or more guests from outside the company participate, to share information, experiences, success stories of automated processes and everything related to digital transformation, live (live).

Multi-Factor Authentication: Authentication process that requires the user to produce multiple and different types of credentials. They are typically based on something the user has (eg a smart card), something they know (eg a pin), or something they are (eg data from a biometric reader).

MTA: Mail Transfer Agent (English Mail Transport Agent or MTA; also Message Transport Agent, Message Transport Agent) is a program that transfers email from one computer to another.


Newsletter: Periodic information that is used within a context to generate frequent and constant communication with a company's customers, in order to keep them informed, generate permission marketing and build loyalty.

Non-Subscription Index: Also known as the opt-out option, it indicates whether the relevance and value of the messages to the audience is maintained. Ideally, this indicator should be as close to 0 as possible. If this number starts to grow, it is better to revalidate the content of your message, or the audience you are reaching.


OSR: (Online Searchable Recorder), is a fast and easy service for searching and storing records, built on a single platform.

On Demand: It is a type of computing service where its applications are offered to users through a subscription. The applications are not installed on the client's computer, but are accessed through the Internet.

Open Rate: Although the open rate only measures who clicked and opened the email, it does not mean that they have read it. In the same way, it is relevant to measure it to know the rate of impressions, something to be able to explain the trend in terms of opening or not of the mails.


Platform as a Service: Provides all the facilities required to support the full cycle of building and delivering web-based applications and services available entirely over the Internet, without the need for special software downloads or developer installations.

Phishing: The term phishing comes from the word fish in English "fishing" (fishing) referring to the act of fishing users through increasingly sophisticated lures, and thus obtain financial information and passwords. Who practices it is known by the name of phisher.

Permission Marketing: It is basically asking a person for permission before sending advertising communication or any other type of communication that we wish to inform them directly.

Personalization: It is a method to generate an individualization of the contents of a particular message. Or to include in an email message the name, surname or both at the beginning, subject or body of the message.

Privacy Policy: The policy in which a company agrees to keep the private data of its customers in aspects such as sale, lease or sharing this data with other customers.

Process automation: It can be defined as a manufacturing system designed to take advantage of the ability of machines to perform tasks traditionally performed by people, and to control the sequence of operations, without human intervention.

Process: Sequence of actions that the user designs and configures in the MasterBase® platform to be executed mainly on the data of one or more of its bases, with a specific purpose.

POP: In computing, the Post Office Protocol (POP3) is used in local mail clients to obtain email messages stored on a remote server. Most ISP subscribers access their emails through POP3.



Relevance: It is the importance and/or interest that customers give to a particular email or company. The more personalized the message, the more relevance it has for the receiver.

ROI: Return on investment, it is the percentage of profit generated by a specific action.

Relationship: The action of generating a link with customers, with the purpose of increasing their loyalty, retention and, finally, their fidelity with your brand, products or services.

Reliability: The existence of multiple sites of redundancy of computing resources, which make business continuity and immediate recovery appropriate to any eventuality.

Retention: The ability to prevent a customer from abandoning the subscription, or relationship with a particular brand.

Reputation: It is understood as the opinion that ISPs, the anti-spam community and their own clients have towards the IP address of the sender or the domain of the latter.

RSS: Is a family of XML-encoded web feed formats. It is used to provide subscribers with frequently updated information. The format allows content to be distributed without the need for a browser, using software designed to read this RSS content (aggregator).


Simple Entry Option: Opt-In, It is the specific request, made by a person through a link generated within an email, to belong to a specific mailing list.

SFA: Module oriented to the control and management of the sales force, giving space to business opportunities. This service is found in MasterBase® Pro.

SMTP: Simple Mail Transfer Protocol (SMTP) Simple Mail Transfer Protocol, is an application layer protocol. Text-based network protocol used for the exchange of email messages between computers or other devices (PDA's, mobile phones, etc.). It is defined in RFC 2821 and is an official Internet standard.

Scalability: The ability to grow the demand for computing resources, either due to storage capacity or any other requirement, in a flexible way.

Spam: Any type of message that a person has not requested and less desired. Usually there is no explicit permission from the person sending that message.

Spam Filter: A broad term used to describe any process or technology where an incoming email is examined and labeled as legitimate (or illegitimate?) mail or as Spam.

SPF: (Sender Policy Framework) is a protection against address forgery in sending email. It identifies, through domain name records (DNS), the SMTP mail servers authorized to transport messages. This agreement can mean the end of abuses such as spam and other evils of email.

Spoofing: It is a term that describes the fraudulent actions of emails, where the sender's address and other sections of it are altered to make it appear that the message comes from another source or sender.

Spam Trap: Many ISP companies employ Spam Traps in order to identify, filter and/or block potential Spam. These traps consist of email addresses that should not receive emails. They can be outdated addresses or specifically designed to attract and capture spam. Those who use these traps are companies dedicated to finding other spammers.

Send to a Friend: A recipient of an email forwards a message to a third party based on the interest that this email may generate in that person. The shipment can be through the client's email or through a link in the email that allows the email addresses of third parties to be delivered.

Sending Rate: Measures the degree of effectiveness in receiving messages in each of your customers' mailboxes. If you send 1,000 messages and only get to 500 boxes, you get a 50% Send Rate. Sending is key to the success of your email marketing campaign.

Solution: It is a set of processes and views destined to satisfy a particular objective, it is called a solution because it solves a need and that operates on data housed in specific, dedicated databases.


Triggered Messages: Automation of a response given the occurrence of an event, such as, they subscribe, register, buy, complete a survey, download a pdf, etc., They wait for a confirmation or notification sent in a personalized way immediately.

TFTP: (Trivial File Transfer Protocol), Trivial File Transfer Protocol, is a very simple transfer protocol similar to a basic version of FTP. TFTP is often used to transfer small files between computers on a network, such as when an X Window terminal or other thin client boots from a network server.

TCP/IP: The Internet protocol family is a set of network protocols on which the Internet is based and which allow the transmission of data between computer networks. It is sometimes called the TCP/IP suite of protocols, referring to the two most important protocols that comprise it: Transmission Control Protocol (TCP) and Internet Protocol (IP), which were the first two to be defined, and which They are the most used of the family.

Tool: Virtual instrument provided by the MasterBase® platform that enables the execution of a task and which the user will use to configure the steps of a process.


URL: (Uniform Resource Locator) or Uniform Resource Locator is an address used to identify the location of web resources. In other words, the address of a website.

UBE: (Unsolicited Bulk Email) or unsolicited mass email, which, like Spam, are messages not requested by their recipients and without any permission.



Web 2.0: It was named by Tim O'Reilly in 2004 to refer to a second generation in the history of the Web based on user communities and a special range of services, such as social networks, blogs, wikis or folksonomies, that encourage collaboration and agile exchange of information between users.

W3C: World Wide Web Consortium, is an international consortium that produces standards for the World Wide Web. It is led by Tim Berners-Lee, the original creator of URL (Uniform Resource Locator), HTTP (HyperText Transfer Protocol, HyperText Transfer Protocol) and HTML (HyperText Markup Language) which are the main technologies on which the Web is based.

White Lists: Lists where email senders have a good reputation. They help solve the reputation problem. These lists are created and maintained by ISPs. They contain IP addresses and domains that have gained a good reputation.


XML: An acronym for Extensible Markup Language, it is an extensible markup metalanguage developed by the World Wide Web Consortium (W3C). It is a simplification and adaptation of SGML and allows defining the grammar of specific languages (in the same way that HTML is itself a language defined by SGML).

XHTML: An acronym for eXtensible Hypertext Markup Language, is the markup language designed to replace HTML as a standard for web pages.



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