A descriptive name for your web site, that is used to replace the merge-tag %%SITE_NAME%% anywhere within your WordPress pages or posts, or even within emails.

For example: You may create an email autoresponder in DAP that has the subject line:

"%%FIRST_NAME%%, welcome to %%SITE_NAME%%".

Of course, since you already know the name of your site, you don't have to really use the merge-tag %%SITE_NAME%% in any of your WP content or in emails. This is there "just in case" you need to use it.