With our A to Z glossary, we define some of the most commonly direct mail and direct marketing terms used in direct response marketing throughout the industry.
This week’s letter is – D
Database: A collection of tables which often includes forms for entering data, rules for checking and validating data that which has been entered, and the format for creating informative reports.
Data Capture: The entry of data records onto a computer file.
Data Enhancement: Improving the quality of the data i.e. Changing the casing of the data, improving the postcode, breaking up the salutation field into Title, Initial, Surname, and much more.
Data Entry: Entering names and addresses into a computer one at a time from printed or handwritten material.
Data Processing: Actions taken on data files such as sortation, file formatting, generating salutations, suppression, deduplication etc. (check out Data Processing – Stages and Definitions)
Data Record: An individual entry within a computer file containing – in mailing terms – the name and address plus demographic data of the person named within the record. A group of records makes a data file.
Demographics: Socio-economic characteristics pertaining to a geographic unit (city, postal codes, group of households, education, ethnicity, income level, etc.)
Digital proof: An off-press colour proof produced from digital data without the need for traditional separation films.
Drop rate: The calendar date, generally determined at the time of scheduling the campaign, when the direct mail package is due for delivery to CPC.
Dummy (mock-up): A diagram or representation which indicates how the promotional piece will appear when printed and ready for mailing.
Dump: The printed display of a data file or a portion of that data file for purposes of reviewing data prior to personalisation.
Dupes (de-dupe): Two or more identical names and addresses on the same mailing list. To achieve cost efficiencies remove duplicate names (de-dupe) must be performed.
Duplication elimination: A database cleansing process which provides that no matter how many times a name and address is on a list, and how many lists contain that name and address, it will be accepted for mailing only once by that mailer. Also referred to a “dupe elimination”.
Duplex lasering: A laser printing term that indicates two-sided imaging (front and back of the promotional piece)
Click here for our DM ABC’s