Phone Number

+44(0)1227 206117

Email Address


Canterbury, Kent

Data Glossary

a b c d e f g h I j k l m
n o p q r s t u v w x y z


ADAM – stands for Advanced Data Analysis Machine, ADAM is our in-house made data management tool that increases the speed and accuracy of organising and categorising data by using AI and machine learning.   

Artificial Intelligence (AI) – the technology that enables machines to perform tasks commonly associated with human intelligence, see ADAM.


B2B Data – business-to-business information that benefits organisations, particularly their sales, marketing, or revenue operations teams. 


CCPA (California Consumer Privacy Act) – a data privacy law that outlines standards for data collection for residents of California in the United States, similar to GDPR.

Customer Relationship Management (CRM) – refers to the principles, practices, and guidelines that an organisation follows when interacting with customers.


Data Analytics – the science of analysing raw data to make conclusions about the information, inform predictions, and drive decision-making.

Data Build – the process of sourcing freshly researched, quality data for sales and marketing purposes.

Data Categorisation – the process of ensuring contacts and organisations are correctly categorised so that the database is easier to use and data governance and reporting is improved.  

Data Cleanse – the process of identifying and removing poor quality records from a database to make it as accurate as possible and improve its overall performance.

Data Enrichment – the process of expanding existing data with new and supplemental information to improve its accuracy and reliability.

Data Governance – is the process of setting and implementing policies for the effective use of data in an organisation.

Data Management – is the practice of collecting, keeping, and using data securely and efficiently.  

Data Mining – the process of extracting meaningful information from an accumulation of raw data.

Data Privacy – also known as information privacy, concerns the collecting, handling, and use of sensitive data to ensure the information is used in appropriate ways, see GDPR and CCPA.

Data Steward – a person that plans, implements, and manages the sourcing, use and maintenance of data assets in an organisation.

Data Universe – a collection of data that is used by organisations to improve business operations, for example, to better understand customer behaviour and influence decision-making.

Data Validation – the process of determining whether a piece of information is accurate and of high quality before importing or using it.

Database Matrix – a layout used to analyse a newly enriched database.


Email Bounce Rate – the percentage of emails sent that have failed to reach the recipient’s inbox. This can occur for several reasons, for example, the email address no longer exists, has been mistyped, or the email was flagged as spam.

Email Click-Through Rate – the percentage of people who received your email and clicked on at least one link. It is calculated by taking the number of clicks an email receives and dividing it by the number of emails delivered.  

Email Marketing – a form of digital marketing that uses email to connect with potential consumers, build customer loyalty, raise brand awareness, and promote marketing efforts.

ExProm / VisProm – abbreviations of ‘Exhibitor Promotion’ and ‘Visitor Promotion’. ExProm campaigns are dedicated to generating exhibitor leads by targeting people and organisations to showcase their products/services. VisProm campaigns are aimed at getting people to sign-up and attend the event.


First-Party Data – information collected directly from a customer, for example, when they interact with a website.


Gap-Filling – the process of adding freshly researched data to a field in a database, for example, adding a company email address to a contact name.

GDPR (General Data Protection Regulation) – a legal framework in EU law on data protection and privacy, imposing obligations on organisations worldwide if they target or collect data related to people in the EU, UK, and European Economic Area.


Raw Data – data that has been collected but has not yet been analysed.


Second-Party Data – information that is sourced or purchased from another organisation that has gathered it as first-party data.


Third-Party Data – information that is collected from multiple sources by a data aggregator and then resold to other organisations.


Zero-Party Data – information that customers voluntarily share with organisations, for example, through an online quiz or survey.