Glossary of Terms Within DATA360


Set out below are terms you will come across when using DATA360. If there is something you do have a query about which is not answered below please do contact us.

Address Cleaning

Our UK address management system will correct and enhance consumer and business data. The system will provide the most accurate address text and postcode available.

The DATA360 UK address management system references the following files:

  • Royal Mail Changes
  • Adare Smart Tables
  • Royal Mail PAF

All output will be in mixed case.
There are 2 formats available for output on DATA360:

The enhanced service – provides 7 lines of address scrolled up.
The PAF Service – provides PAF exact address lines with Town, County & Postcode in fixed fields.

Cold Data

Individuals who have not contacted or transacted with your business.

Country Classification

Classifies records by country based up the supplied country name detauils on the record. The codes appended are ISO standard, click here for further details ». Additionally, countries are aggrigated into several regional groups, such as Eastern Europe, the Middle East etc, along accepted geographical bountries.

Customer Retention

Communicating with existing customers to ensure they feel valued and continue to do business with you.

CSV File

A data file where the fields are separated by a comma only and may or may not contain double quotes text qualifiers.

Data Audit Report

We will pass your database through a suite of programs which will provide a detailed overview of the quality of your data. The report will detail exactly how and where your data can be improved. The report will provide information on the following:

  • Address Quality
  • Deduplication at 3 levels
  • Mover Information
  • Suppression Information
  • Data Enhancement

The data audit is free of charge and places the user under no obligation to purchase the results.

Data Cleaning

To ensure the data is as current and up to date as possible. Where necessary data will be corrected and/or enhanced. The Data cleaning services offered within Data 360 will reduce mailing costs and help to ensure your communication reaches the intended recipient. Data cleaning is also vital to ensure you remain compliant with data protection legislation.

Data Enhancement

To enrich your database with additional variables or data elements. Data from other sources is matched against your file and data appended where a match is made. This may mean applying a new address to a mover record, appending or geo demographic information. Enhancing the data on your file will allow for more effective targeting and segmentation.

Data Processing

A suite of programs used to provide the selected services.

Data Controller

The Data Controller is a person who (either alone or jointly) determines the purposes for which, and the manner in which, any personal data are, is to be processed.

Data Processor

The Data Processor is any person (other than an employee of the Data Controller) who processes the data on behalf of the Data Controller.

Data Subject

The Data Subject is a living individual to whom personal data relates.

Data Protection Act

The Act sets out the rules for how personal data must be managed. There are eight main rules contained within the Act. These state data should be:

  • fairly and lawfully processed;
  • processed for limited purposes;
  • adequate, relevant and not excessive;
  • accurate;
  • not kept for longer than is necessary;
  • processed in line with the Data Subject's rights;
  • Secure
  • Not transferred to countries without adequate protection

Deceased Screening

The removal of deceased individuals from your Database. This is achieved by matching your data against a number of files available which contain the details of individuals who have passed away. This is also known as mortality screening.


The matching process which will identify exact or close names and addresses within one or across your data files. There are three levels of matching. A unique reference number is applied to enable you to identify the following:

  • Unique individuals at a given address
  • Unique Families at a given address
  • Unique addresses


A name and address that appears more than once within a file or across two or more files.


An individual who no longer lives at the supplied address.

Goneaway Files

Compiled lists of individuals who have moved from the supplied address.

House File

An internal file owned by a company, generally comprises of their own customers. This can be used as a purge file or mailing file.


Another term for deduplication.

Mover Update

To identify individuals on the database/file who have moved from the supplied address and, where possible provide a new address.

MPS (Mailing Preference Service) UK

The MPS UK file is managed and supplied by the Direct Marketing Association, this is a service which allows individuals and families to register their wish not to receive unsolicited mail.

National Change of Address File

The National Change of Address File (NCOA) is managed and supplied by the Royal Mail. The file contains the details of individuals who have paid the Royal Mail to have their mail redirected to another address. The registration maybe at individual or family level. The data supplied is fully permissioned for use. Where a match is found we will output the redirected address. This file may only be used on customer data.

Postcode Address File

The database supplied by the Royal Mail containing all postal addresses within the UK. This is used as a reference file in our Address Management System.

Suppression Screening

The matching of customer/prospect data against a file of suppression data. Where a match is found the record will either be flagged or removed from the customer/purge file. The suppression file maybe a list mail returns, existing customers or individuals who do not match your required profile or the industry suppression files.


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