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Marketing Operations Glossary

38 terms

CRM, data, and database

CRMThe system of record for customer and sales relationships.
Marketing automation platform / MAPThe system that manages segmentation, campaigns, scoring, nurture, and marketing activity.
System of record / source of truthThe authoritative system for a specific type of data.
ObjectA category of records in a data model.
RecordOne individual item within an object.
FieldOne defined data attribute on a record.
SchemaThe structure and relationships of the data.
Data modelThe business logic represented by the schema.
Field mappingThe rules connecting data fields across systems.
Data typeThe kind of value a field accepts.
PicklistA controlled list of allowed field values.
NormalizationConverting inconsistent data into a standard format.
StandardizationAgreeing on common definitions, formats, and values.
Data enrichmentAdding information from another source.
Data hygieneOngoing work that keeps data usable.
Deduplication / dedupeIdentifying and merging duplicate records.
Identity resolutionDetermining that different identifiers belong to the same person or account.
Golden recordThe best consolidated version of an entity after resolving conflicting data.
Data appendAdding missing fields without fundamentally resolving identity.
Data validationChecking that data meets format and business rules.
Validation ruleA rule that blocks or flags unacceptable data.
Required fieldA field that must contain a value.
NullNo value is stored. It is not the same as zero or “no.”
Default valueA value automatically assigned when none is supplied.
Primary key / unique IDA value that uniquely identifies a record.
Foreign keyA stored ID linking one record to another.
Data dictionaryDocumentation of fields, definitions, owners, formats, and allowed values.
TaxonomyA controlled classification structure.
Data lineageWhere data originated and how it changed on the way to its destination.
Data provenanceEvidence about a data point's origin and history.
Data governanceRules and ownership for creating, using, changing, securing, and deleting data.
Data stewardshipDay-to-day responsibility for maintaining data quality and definitions.
Master data management / MDMCoordinating trusted core entities across many systems.
Customer data platform / CDPA platform that unifies customer data and activates audiences.
Data warehouseCentral analytical storage optimized for reporting.
ETLExtract, transform, load: change data before loading it into the destination.
ELTExtract, load, transform: load raw data first, transform it inside the warehouse.
Reverse ETLSend modeled warehouse data back into operational tools.

Quick answers

CRM, data, and database FAQs

What is included in the crm, data, and database topic?

The crm, data, and database topic is a collection of 38 marketing operations concepts used to plan, operate, govern, or evaluate this area of work. The grouping helps readers understand related language as a connected operating system rather than a list of isolated definitions.

For example, the topic includes CRM, Marketing automation platform / MAP, System of record / source of truth, Object, Record. A professional can open those entries together when preparing a project, documenting a process, or aligning terminology with another team.

Which crm, data, and database terms should I learn first?

Useful starting terms for crm, data, and database include CRM, Marketing automation platform / MAP, System of record / source of truth, Object, Record. These concepts provide an entry point, but the best sequence depends on the workflow, system, or decision you are responsible for.

For example, someone beginning a project in this area can read the five starting terms, compare their examples with the organization’s current process, and then follow the related-concept links to fill specific knowledge gaps.

How should I use these crm, data, and database definitions?

Use these definitions as a shared starting point, then document the exact rules, owners, systems, thresholds, and exceptions used by your organization. A glossary creates common language, but operational agreement determines how the concept behaves in practice.

For example, a team can begin with the glossary definition of CRM, then add its own entry criteria, responsible role, source system, reporting field, and escalation path before using the term in automation or executive reporting.