Dictionary of Marketing Terms: data overlay
data overlay
transfer of information from one list owner's file to another file lacking some information, by matching records on the receiving file to records on the file that already has the desired information. For example, demographic or lifestyle data can be added to a customer file by overlaying a demographic or lifestyle data file. The match may be accomplished on a geographic level, such as ZIP code or carrier route, or on a household level that matches by name and address.
