FAQ – Frequently Asked Questions

The list below presents selected terms and issues related to databases and their use.

What is a database?

A collection of data about consumers or businesses that has been collected on purpose (e.g. from surveys, telemarketing activities and so forth) in order to be processed and sold

What is an address list?

An internal database of a company’s customers, club members, magazine subscribers, telecom customers, loyalty program participants and so forth (e.g. a list of book club customers). Using another entity’s address list makes it possible to reach groups of people profiled by particular activities with one’s own message.

What is a B2C database?

B2C (Business-to-Consumer) – a consumer database containing the data of private persons. In addition to contact and personal data, it main contain information concerning interests, age, gender, needs, children, purchase activities etc.

What is a B2B database?

B2B (Business-to-Business) – a database that contains information about companies and institutions. In addition to contact details, it usually contains information about the business sector, number of employees, legal form and names of the main decision-makers in the company.

How much does a database and each record cost?

The prices of databases are determined individually for each client. Several factors affect the unit price of a record, including the volume of the database ordered (the more records you want to use, the lower their unit price), the selection criteria you decide upon (the more criteria, the higher the price of the record), the way they are used (single use, multiple use, licence). As a broker we follow vendors’ price lists, and because prices vary between vendors, it’s necessary to price each database we put together in terms of the specific query.

How does single use differ from multiple use?

Single use – a licence to conduct a single marketing campaign (allows for a single, effective contact with each person or company in the database)

Multiple use – a licence to conduct a specified number of marketing campaigns using the given database

It is also possible to grant a temporary licence – e.g. for a one-year period – that allows the client to conduct an unlimited number of marketing campaigns on the given database during the stated period.

What is the approximate time of delivery of a database?

We provide the ordered database within 2-5 working days.

What is the guarantee that the data will be up to date?

The provider of each database offers specified guarantees for the contact data available. The contract contains provisions on the guarantee. Typically, it is 95% for mailing addresses and 90% for telephone numbers. In case the error rate in the database exceeds the acceptable threshold (e.g. 5 or 10%), the database is subject to complaint on which grounds part of the records can be exchanged, or partial refund made.

What is the procedure for database order completion?

Upon arranging the selection criteria, volume and database selection, a simple contract is concluded. Upon countersigning we start the preparation of data and meanwhile the client makes a payment. Upon receiving the payment we provide the authorized person with the database ordered to the secure ftp server.

How the proper use of databases can be controlled?

Each database contains so called control records. They contain data on private persons and companies. Such persons or companies transmit information on the offers and phone contact details received, hence it gives us an idea of the actual use of a database. Most often the number of control records is ca. 0.1% of the transmitted database.

Format in which databases are delivered

The client decides the format in which databases are delivered. Most often they are furnished in .xls, .txt, .accdb and .csv formats.

What are geocodes?

Geocodes are geographic coordinates X and Y that can be ascribed to the addresses in a database. Thanks to the geocoding of records, the information from the database can be pictured on digital maps, for instance, in order to choose the best location for a new sales outlet or assess market potential.

Deduplication (Merge Purge)

An IT process that leads to the elimination of duplicate records (so-called doublets) inside a database or during the merging (compiling) of two or more databases.


Records containing the data of the same persons or entities appearing multiple times in one or more databases, identified during the deduplication process.

Target Group

The identified group of recipients of a message, for whom the promotional/ advertising/ research campaign is prepared and executed.

Lifestyle database

A consumer database of individuals which, in addition to basic data (such as first and last name, address), contains information that enables us to determine their preferences and lifestyles. Examples: information about the person’s car make/model, age, number of children, occupation, home, purchase plans, interests, travelling etc.


Playing an intermediary role in renting lists to external companies, which use them for their own marketing/sales campaigns.


A serialized set of data pertaining to a selected company or person included in a database. It can contain basic data (e.g. name, street, postal code, city, phone number) and/or extended information (e.g. age, education, sector).


Division of a group of customers into segments – i.e. sub-groups – which have certain characteristics in common. Segmentation makes it possible to match marketing messages and successive offers to the profiles of particular sub-groups.

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