| data mining | Sifting and sorting the information warehoused in a company's database.
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| data overlay | Enriching one database by adding another to it.
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| database | A collection of related information that is stored and organized in a way that allows access and analysis.
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| database management system (DBMS) | Software that records customer information, tracks customer interactions, and links customer databases that are already in existence.
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| database marketing | See data-driven communication.
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| data-driven communication | Communication that is managed through a database system that gives the company interaction memory.
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| digitized | Converted into a numerical form, most often by means of a binary system of 1s and 0s.
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| mass customization of MC messages | The large-scale personalization of customer interactions with a company.
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| prospecting | (1) Using data to identify prospective customer types. (2) Locating potential new customers (or prospects).
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| scanner data | Point-of-purchase (also known as point-of-sale) information gathered at the retail level by chains that have frequent-buyer programs and by research companies such as ACNielsen Corporation and Information Resources Inc.
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| toll-free numbers | Phone numbers that companies use to make it possible for their customers to call them without paying a long-distance charge.
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| warranty cards | Cards that come with new products, particularly electronics and appliances, and ask buyers to give the company purchase information.
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