Duplication Factor

Duplication Factor - The proportion of names and addresses on one list that also are found to be on another list. Merge-purge programs produce reports on internal duplication (intradupes within the house file), duplication between outside lists and house files, as well as interduplication between two or more outside lists brought in to merge-purge against the house files. The rate of duplication between the house lists and each outside list is a meaningful indicator of the affinity of such outside lists for the product or service being offered.

[Category=Database Marketing ]

Source: Postcom, 02 March 2010 09:10:33, http://postcom.org/public/admail_image/glossary.htm