Data Glossary


You can use our glossary to learn more about frequently used data and marketing terms. Press Ctrl + F (or Command ⌘ + F, for Mac) to find terms on this page.

Address validation - The process of checking the addresses you have on file for your customers/prospects against an authoritative database, an example of this is the PAF file (Postcode Address File) which is owned and updated by Royal Mail. Address Validation will help you achieve higher delivery rates if you are looking at a Direct Mail Campaign.

B2B Data - B2B or Business-to-Business is the exchange of goods/services between businesses rather than consumers. A B2B data list will provide you a database of businesses that you can market to.

B2C Data - B2C or Business-to-Consumer is the exchange of goods/services between a business and a consumer. A B2C data list will provide you a database of people that you can market to.

CTPS - CTPS or the Corporate Telephone Preference Scheme is the central database for companies to opt out of unsolicited sales and marketing calls. It is owned and managed by the DMA (Direct Marketing Association) and companies that ignore CTPS can be dealt large fines.

Data Audit - A data Audit is a step by step process that will result in an assessment of whether your data is fit for purpose or not. A Data audit will normally provide you a report highlighting area's for you to action in order to bring you data up to current levels of compliance.

Data Cleanse - A data cleanse is the process of cleaning up issues within your data highlighted in a data audit. Address Validation, TPS/CTPS and Goneaways are all services we use to cleanse data. Data Cleanses can also be referred to as Data Cleaning or Data Scrubbing.

Data Segmentation - Data Segmentation is the process of using your data better by dividing it up and grouping similar data together based on certain parameters so that you can use it more efficiently within marketing and operations.

Deceased Screening - As a sensitive area, whatever sort of campaign you are planning, screening your data against a deceased database, such as Mortascreen, is absolutely essential to avoid potential fraud, distress to family members and damage to your brand.

Deduplication - Deduplication is the process of removing identical records from you database, saving you time effort and money by not contacting the same prospect twice.

Email Validation - Email Validation can be performed in two ways, the first is a more simple syntax and domain check, which checks the structure of the email is correct and that a valid domain is present (such as gmail.com.) The second is a Full email validation that includes testing for hard bounces etc.

Mobile Validation - Mobile Number Validation involves checking a list of mobile numbers against the HLR list (Home Location Register). This is the most accurate and up to date list of mobile numbers in the world

New Business Data - New Business data is a list of newly formed companies (up to sixth months old) it is available on a subscription basis and is a great opportunity if you have goods or services of interest to new businesses.

SIC Code's - SIC codes (Standard Industrial Classifications) are a set of codes assigned to a business to categorise it based on characteristics shared in the products/services they provide. SIC codes are used by Companies House and others to identify what companies do and to allow them to be easily sorted.

Goneaways - A goneaway is the term used to refer to people/business who have moved house/premises, relating to a name/address combination you have provided.

Movers - Relating to goneaways as above - this where the person/buisness has moved and we can provide an updated address for them.

TPS - TPS or the Telephone Preference Scheme is the central database for consumers to opt out of unsolicited sales and marketing calls. It is owned and managed by the DMA (Direct Marketing Association) and companies that ignore TPS can be dealt large fines.

MPS - MPS or Mail Preference Scheme is maintained by the Direct Marketing Association and comprises of names and addresses of consumers who wish to limit the amount of direct mail they receive.