Target Marketing’s Direct Marketing Glossary
Data Hygiene: The process of keeping data up-to-date. Hygiene tactics include the development of processes to capture all non-delivered mail and update the database accordingly.
Data Mining: The process of identifying previously unknown relationships and patterns in data, in particular customer databases, to solve a business problem.
Database Modeling: Using statistical techniques to predict future customer behavior.
Data Overlays: The matching of two or more lists that contain the same names or addresses but where one list adds additional data such as demographics or geographics to the other.
Data Protection Directive: Legislation regulating the collection and dissemination of personal data. The European Data Protection Directive requires specific measures be met before data are transferred outside the European Union (EU).
Database: A file that is maintained on a computer comprised of pertinent information such as a company’s prospects or customers. The file can serve multiple applications and be manipulated for various purposes.
Database Analysis: Interpreting information within the database to gain customer insight and improve marketing efficiency.
Database Call Handling: An application in which the ACD works in sync with a computer database to process and route calls to appropriate locations.
Datacard: List information including counts, demographics, pricing, etc.
Debossing: Pressing letters or illustrations into a sheet of paper using a metal or plastic die to create a depressed (debossed) image.
Decoy: A unique name inserted into a mailing list to track the usage of the list.
Delay Announcements: On-hold messaging
Delivery Sequence File (DSF): A computerized file of more than 125 million records containing all the addresses the U.S. Postal Service serves throughout the U.S. Each address record features ZIP+4, carrier route, delivery sequence, delivery type and seasonal delivery information that can help mailers maintain accurate and complete addresses on the lists they own and rent as well as code their mail for walk sequence discounts from the postal service.