Glossary
B F H I J K O Q U V W X Y Z
A
Address Cleaning
The process of enhancing customer addresses data (consumer or business) against The Royal Mails Postcode address file (PAF).
C
Catchment Area
The geographical area surrounding a retail outlet, from which the majority of its customers are drawn.
CCJ
County Court Judgement. Details of these are pooled for use by credit referral agencies. Deleted after 6 years by law.
Cold List
A list of prospects who have not yet purchased.
Consumer Profile
The combined characteristics of those who buy or use a given product or service (e.g. their demographics).
Conversion Rate
The number of individuals who actually buy or subscribe to a service, out of the total number of responders to a campaign, expressed as a percentage.
D
Data Protection Act
An Act of Parliament which protects the rights of the consumer in respect of personal information about him/her.
Deduplication
The matching and elimination of identical or near identical names and addresses from one or multiple databases.
Delimited File
A text file with data fields separated by a delimiter; the most common being comma or tab. This format is accepted by most applications – including Microsoft Access and Excel.
Demographics
The description of people in terms of their personal characteristics such as gender age, employment and marital status.
Direct Mail
The use of the postal service to promote a product or service to a selected group of individuals.
Direct Marketing
The process of directly communicating with consumers or businesses, usually by mail or telephone, to stimulate a response.
DMA
Direct Marketing Association.
E
Electoral Roll
A list of all individuals in UK collated by local authorities who are eligible to vote.
Electoral Roll verification
The use of the electoral roll to confirm an individuals presence at a specified residence.
G
GAS
Gone Away Suppression file.
Goneaway
Describes individual who no longer resides at their previous address, i.e. has ‘gone away’.
L
Lifestyle data
Lifestyle data is collected by the use of surveys and questionnaires, providing companies with information about prospects in order to target more effectively.
M
Mailing Preference Service
A service from the DMA designed to give customers the option whether to receive unsolicited direct mail.
N
NCOA
National Change Of Address; This is the Royal Mail’s redirection service database.
NSF
National Suppression File.
P
PAF
Postcode Address File.
Postcode
A coding system created and used by the Royal Mail across the UK for the purpose of sorting mail. They are an abbreviated form of the full address, comprised of area, district, sector and unit.
Prospect Pool
Group of potential customers.
R
Random Sample
A sample, which is selected in such a way from a population, that every unit has an equal chance of being chosen.
Response Rate
The number of orders or enquires received as a percentage of the total number of people contacted.
Risk Scoring
A method which examines a variety of different sources including electoral roll status, credit history and employment status. The purpose of risk scoring is to determine an individual’s credit worthiness so that companies make relevant product offerings.
S
Selection Criteria
Characteristics on which a selection of data is based (e.g. gender, age, transactional history) or a predictive score.
T
Targeting
The process of identifying relevant sections of a population to be contacted via direct marketing.
TBR
The Bereavement Register.
Tele-appending
Telephone number appending – Adding a valid telephone number to a file of names and addresses, these number are obtained from the BT OSIS database.
Telemarketing
The use of the telephone to carry out marketing activities.
TPS
Telephone Preference Service; this is the register of telephone numbers of people who do not wish to receive unsolicited phone calls.
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