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O
Online
An online database is one in which all
the customer records can be called up
on your screen instantly when you want
them. Online databases are kept on disk.
The opposite of online is offline (or
batch) which usually means that the
database is kept on magnetic tape.
Opt-out
The people subscribed to a mailing list
have not asked to receive the email
(it's SPAM), but they have the option
of removing their name from the list
if they wish.
Outsourcing
The process of having various database
functions handled by external service
bureaus. Typically, functions are outsourced
to direct response agencies, computer
service bureaus, data entry houses,
mailshops, fulfillment houses, telemarketing
companies.
Overlayed Data
A process whereby a customer file has
data appended to it (such as age, income,
home value) from some external data
file. See enhancement.
Opt In
A process where by a user voluntarily
agrees to start receiving email, usually
commercial, about a topic of interest.
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