Data Terminology Glossary

Data Terminology Glossary
May 14, 2024
Reading time: less than a minute

Welcome to the Data Terminology Guide, your comprehensive data terminology companion and resource for understanding the key terms and concepts used within the Salesforce ecosystem. Whether you're a seasoned Salesforce professional or just getting started, this guide is designed to help you navigate the complex landscape of Salesforce terminology with ease.

TIP: Utilize the navigation bar with clickable letters to swiftly jump to specific sections of the glossary.



Account Deduplication
The process of identifying and eliminating duplicate accounts within a data set to ensure accuracy and prevent redundancy, often using automated tools to scan for and merge duplicate entries.
Account Matching
The process of identifying and linking related accounts across different datasets, ensuring that all data pertaining to the same account is unified and consistent.
Account Verification
The process of confirming the authenticity and accuracy of account data, typically involving validation of contact details and other identifying information to prevent fraud and ensure data integrity.
Address Parsing
The technique of breaking down an address into its individual components (such as street name, city, state, postal code) to facilitate standardized storage and processing.
Address Standardization
The process of converting various address formats into a single, standard format to ensure consistency and improve the accuracy of address-related data processing.
Address Validation
The verification of physical addresses to ensure they are accurate, deliverable, and conform to postal standards, often using third-party databases and services.
AI Integration
The incorporation of artificial intelligence technologies into data processes to enhance automation, accuracy, and decision-making capabilities through machine learning and advanced analytics.
Algorithmic Matching
The use of sophisticated algorithms to identify and connect related data points across different datasets, improving data quality and consistency.
The process of examining data sets to draw conclusions and insights, using statistical and computational tools to inform decision-making and strategic planning.
The process of removing or altering personally identifiable information (PII) from data sets to protect privacy while still enabling data analysis.
Apex is Salesforce's proprietary programming language that allows developers to execute transactional logic and flow control statements on the Salesforce platform. It enables the customization of business behaviors in Salesforce applications, including data manipulations and complex validations, all executed on the Salesforce servers.
Apex API
The Apex API provides programmatic access to functionality specific to the Apex programming language, enabling developers to create, execute, and manage custom Apex code and business logic remotely. This API is crucial for integrating Salesforce with external systems and for automating complex business processes within the Salesforce environment.
Apex Plugin
An Apex plugin refers to a custom-developed component or extension created using Salesforce's Apex programming language. These plugins enhance or extend the standard functionality of Salesforce applications, allowing for specialized processes or integrations tailored to specific business needs.
API Gateway
A server that acts as an intermediary between clients and backend services, managing API calls, handling requests, and enforcing security and traffic policies to streamline and secure communications.
API Integration
The process of connecting tools with other software systems through APIs (Application Programming Interfaces) to enable seamless data exchange and functionality.
Application Integration
The process of enabling different software applications to communicate and work together, often involving the synchronization of data and processes across platforms.
Application Programming Interface (API)
A set of protocols, tools, and definitions that allow different software applications to communicate with each other, enabling data sharing and functionality integration.
Artificial Intelligence (AI)
The simulation of human intelligence processes by machines, particularly computer systems, including learning, reasoning, problem-solving, and understanding natural language.
Audit Log
A chronological record of all events and changes that occur within a system, providing a trail for security, compliance, and troubleshooting purposes.
Audit Trail
A detailed history of all transactions and changes made to data within a system, used to ensure accountability and traceability for data management and security.
The use of technology to perform tasks without human intervention, increasing efficiency, accuracy, and consistency in data management and processing.


Backup and Recovery
The processes of creating copies of data to protect against loss (backup) and restoring data from these copies in case of data loss or corruption (recovery).
Bad Data
"Bad data" refers to information in Salesforce that is incorrect, outdated, or incomplete, leading to problems like reduced productivity and poor decision-making. Effective management through data cleansing, deduplication, and governance is essential to prevent these issues.
Batch Processing
The execution of data processing tasks on a large volume of data at once, often during off-peak hours, to optimize resource usage and efficiency.
Big Data
Extremely large and complex data sets that require advanced techniques and technologies to capture, store, analyze, and manage due to their volume, variety, velocity, and veracity.
Binary Large Object (BLOB)
A collection of binary data stored as a single entity in a database, typically used for storing multimedia files such as images, audio, and video.
A section on a website featuring regularly updated articles and posts, offering insights, tips, and industry trends.
Boolean Search
A search technique that uses logical operators (AND, OR, NOT) to combine keywords and produce more precise search results.
Bulk Actions
Operations performed on multiple records simultaneously, streamlining tasks such as updates, deletions, or modifications across large datasets.
Business Intelligence (BI)
Technologies, applications, and practices for collecting, integrating, analyzing, and presenting business information to support better decision-making and strategic planning.


Campaign Management
The process of organizing, executing, tracking, and analyzing marketing campaigns to ensure they achieve their objectives and provide valuable insights.
Canonical Data Model (CDM)
A design pattern used to create a common data model that integrates data from various sources into a single, unified representation.
Case Studies
Detailed accounts of how customers have successfully implemented products and services to solve specific business challenges and achieve measurable results.
Change Data Capture (CDC)
A technique for identifying and tracking changes made to data in a database, enabling real-time data integration and synchronization across systems.
Cloud Computing
The delivery of computing services (such as storage, processing, and networking) over the internet, allowing for scalable and flexible resource usage.
Cloud Integration
The process of configuring tools to connect with cloud-based services and applications, facilitating seamless data exchange and workflow integration.
Columnar Database
A type of database that stores data by columns rather than rows, optimizing performance for query-intensive operations and analytical workloads.
The practice of ensuring that data management activities adhere to relevant laws, regulations, and industry standards to protect data privacy and security.
Conditional Formatting
The application of specific formatting to data in a spreadsheet or database based on predefined conditions, enhancing data visualization and interpretation.
Information on how to reach support, inquiries, or further information about products and services.
CRM Integration
The process of linking tools with Customer Relationship Management (CRM) systems.
Cross-Object Matching
Identifying and linking related records across different objects or entities within a database to ensure data consistency and completeness.
Customer 360
A comprehensive, unified view of a customer obtained by integrating data from multiple sources, providing insights into customer behavior, preferences, and interactions.
Customer Data Management
The practice of collecting, organizing, and maintaining customer information to ensure its accuracy, completeness, and accessibility for business processes.
Customer Experience
The overall perception and interaction a customer has with a company, influenced by the quality of products, services, and support provided.
Customer Support
Assistance provided to customers, including troubleshooting, guidance, and answering queries to ensure customer satisfaction and success.


A visual interface that displays key data metrics and insights, allowing users to monitor and analyze performance at a glance.
Data Action Platform
A tool designed to execute bulk data actions, such as updates, deletions, and merges, across large datasets efficiently.
Data Aggregation
The process of collecting and combining data from multiple sources into a single dataset for analysis and reporting.
Data Analysis
The systematic examination of data to identify patterns, relationships, and insights, often using statistical and computational methods.
Data Anonymization
The technique of removing or obfuscating personally identifiable information (PII) from datasets to protect individual privacy while enabling data analysis.
Data Architecture
The structural design of data systems, including databases, data warehouses, and data lakes, defining how data is stored, accessed, and managed.
Data Backup
The creation of copies of data to protect against loss or corruption, ensuring that data can be restored in case of an incident.
Data Blending
The process of combining data from multiple sources to create a unified dataset for analysis, often used to integrate structured and unstructured data.
Data Catalog
A repository that provides a comprehensive inventory of data assets within an organization, enabling data discovery, governance, and management.
Data Cleansing
The process of detecting and correcting (or removing) inaccurate, incomplete, or irrelevant data from a dataset to improve its quality.
Data Compliance
The practice of ensuring that data management and processing activities comply with relevant regulations, standards, and policies.
Data Compression
The technique of reducing the size of data to save storage space and improve transmission speed, often through algorithms that remove redundancies.
Data Consolidation
The merging of multiple data sources into a single, coherent dataset, often to create a comprehensive view of an entity or process.
Data Conversion
The process of changing data from one format to another, such as converting data from a legacy system to a modern database.
Data Deduplication
The elimination of duplicate copies of data to optimize storage and ensure data integrity, often using automated tools to identify and remove redundancies.
Data Discovery
The process of identifying, locating, and analyzing data sources and their relationships within an organization, often as a precursor to data integration or analysis.
Data Enrichment
The process of enhancing existing data by adding missing or supplementary information from external or internal sources.
Data Governance
The framework of policies, processes, and standards that ensure the effective management and protection of data within an organization.
Data Import
The process of bringing data into a system from external sources, ensuring it is properly formatted and integrated with existing datasets.
Data Integration
The process of combining data from different sources to provide a unified view, enabling better analysis and decision-making.
Data Lake
A centralized repository that stores a vast amount of raw data in its native format, supporting various types of data analysis and processing.
Data Lineage
The tracking of data origins, movements, and transformations throughout its lifecycle, providing transparency and traceability.
Data Management
The practice of collecting, storing, organizing, and maintaining data to ensure its accuracy, accessibility, and reliability.
Data Mapping
The process of defining how data fields from different sources correspond to each other, enabling accurate data integration and transformation.
Data Masking
The technique of hiding original data with modified content to protect sensitive information while maintaining its usability for testing or analysis.
Data Migration
The process of moving data from one system or format to another, often involving data transformation and validation to ensure accuracy and completeness.
Data Mining
The practice of analyzing large datasets to discover patterns, correlations, and insights, often using statistical and machine learning techniques.
Data Modeling
The process of creating a visual representation of a data system, defining the structure, relationships, and constraints of the data.
Data Orchestration
The coordination and automation of data processes and workflows to ensure efficient data movement and processing across systems.
Data Privacy
The protection of sensitive data from unauthorized access and ensuring that data handling practices comply with privacy laws and regulations.
Data Profiling
The analysis of data to understand its structure, content, and quality, often used to identify data issues and inform data cleansing efforts.
Data Protection
Measures and practices to safeguard data from loss, corruption, or unauthorized access, ensuring its availability, integrity, and confidentiality.
Data Quality
The measure of data's accuracy, completeness, reliability, and relevance, ensuring it is fit for its intended use.
Data Recovery
The process of restoring lost, corrupted, or damaged data from backups or other sources to ensure data continuity.
Data Redundancy
The unnecessary duplication of data within a dataset, which can lead to increased storage costs and potential inconsistencies.
Data Replication
The copying of data from one location to another to ensure consistency and availability, often used for backup and disaster recovery purposes.
Data Retention
Policies and practices for storing data for a specified period, ensuring compliance with legal and business requirements.
Data Science
The interdisciplinary field of using scientific methods, algorithms, and systems to extract knowledge and insights from data.
Data Scrubbing
Another term for data cleansing, involving the removal or correction of inaccurate or irrelevant data.
Data Security
The protection of data from unauthorized access, breaches, and other security threats, ensuring its confidentiality, integrity, and availability.
Data Segmentation
The process of dividing a dataset into smaller, more manageable groups based on specific criteria, often used for targeted analysis or marketing.
Data Silos
Isolated data stores within an organization that prevent data from being easily accessed or shared, often leading to inefficiencies and inconsistencies.
Data Standardization
The process of ensuring that data follows a consistent format and structure, improving its quality and interoperability.
Data Storage
The practice of saving data in a physical or digital format, ensuring its accessibility and durability over time.
Data Synchronization
The process of ensuring that data is consistent and up-to-date across different systems, often involving regular updates and reconciliations.
Data Transformation
The conversion of data from one format or structure to another, often as part of data integration or migration processes.
Data Validation
The process of checking data for accuracy, completeness, and consistency, ensuring it meets predefined criteria and standards.
Data Virtualization
The creation of a virtual view of data from multiple sources, enabling access and analysis without moving the data.
Data Visualization
The representation of data in graphical formats such as charts, graphs, and maps, making complex data more understandable and actionable.
Data Warehouse
A central repository for integrated data from multiple sources, optimized for query and analysis rather than transaction processing.
Database Management System (DBMS)
Software that provides tools for creating, managing, and interacting with databases, ensuring data is organized and accessible.
The process of identifying and removing duplicate data entries to optimize storage and improve data quality.
A demonstration of products, showcasing their features and capabilities to potential customers or users.
Digital Transformation
The integration of digital technologies into all areas of a business, fundamentally changing how it operates and delivers value to customers.
Duplicate Check
A tool for identifying and merging duplicate records within a dataset, ensuring data consistency and accuracy.
Dynamic Data Masking
The real-time masking of data during access, protecting sensitive information while allowing authorized users to perform their tasks.


Email Validation
The process of verifying the accuracy and deliverability of email addresses, often using syntax checks, domain validation, and mailbox verification.
Enterprise Data Management (EDM)
The practice of managing data across an entire enterprise, ensuring data consistency, accuracy, and accessibility for all business processes.
Enterprise Solutions
Comprehensive data management tools designed for large organizations, addressing complex needs and integrating with enterprise systems.
ETL (Extract, Transform, Load)
A process for data integration that involves extracting data from various sources, transforming it to fit operational needs, and loading it into a target system.
Event Stream Processing
The real-time analysis of data streams to detect patterns, trends, and anomalies, enabling immediate insights and actions.


Field Mapping
The process of aligning data fields between different systems or datasets to ensure accurate data transfer and integration.
Field Validation
The process of ensuring that data entered into a specific field meets predefined formats, rules, or criteria, preventing errors and inconsistencies.
File Import
The process of bringing data files into a system, converting and integrating them into the existing data structure.
Fraud Detection
The use of data analysis techniques to identify and prevent fraudulent activities, ensuring data integrity and security.


GDPR Compliance
Adherence to the General Data Protection Regulation, a European Union law that sets guidelines for the collection and processing of personal data.
The process of converting addresses into geographic coordinates (latitude and longitude) to enable location-based services and analysis.
Instructional materials that provide step-by-step directions for using products, helping users to understand and utilize their features effectively.


Help Center
A resource hub providing troubleshooting tips, FAQs, and support information for users of a product or service.
Higher Education Solutions
Data management tools specifically designed for educational institutions, addressing their unique needs and challenges.
Hybrid Cloud
A computing environment that combines on-premises infrastructure with cloud services, allowing for flexibility and optimized resource usage.


Import Wizard
A tool that simplifies the process of importing data into a system, guiding users through the steps and ensuring proper formatting and integration.
Information Governance
The management of information to ensure it is accurate, secure, and compliant with regulations, supporting organizational goals and decision-making.
The process of connecting tools with other software systems to enable seamless data exchange and operational workflows.
IT Solutions
Data management tools designed for IT departments, addressing technical requirements and supporting efficient system operations.


Job Scheduling
The automation of tasks to run at predefined times, improving efficiency and ensuring regular data processing and maintenance.


Key Performance Indicators (KPIs)
Metrics used to evaluate the success of an organization or of a particular activity in which it engages, crucial for measuring CRM effectiveness.
Knowledge Base
A repository of articles, tutorials, and resources about products, providing users with information and guidance for troubleshooting and optimal use.


Large Data Volume (LDV)
Managing extensive datasets in Salesforce for optimized performance and strategic insights, crucial for complex data environments.
Lead Management
The process of tracking and organizing potential customer information, ensuring effective follow-up and conversion strategies.
Lead Scoring
A methodology used to rank prospects against a scale that represents the perceived value each lead represents to the organization.
Lightning Components
Modular, reusable UI elements in Salesforce's Lightning Component Framework, used to develop dynamic web apps for mobile and desktop devices.


Machine Learning
A subset of artificial intelligence that uses algorithms to analyze data, learn from patterns, and make predictions or decisions without explicit programming.
Marketing Automation
The use of software to automate marketing tasks and workflows, improving efficiency and enabling personalized marketing strategies.
Marketing Solutions
Tools designed to support marketing teams in planning, executing, and analyzing marketing campaigns and activities.
Mass Update
The process of making changes to multiple records simultaneously, streamlining data management tasks and ensuring consistency.
Master Data Management (MDM)
The comprehensive management of an organization's critical data to ensure a single, accurate, and consistent view across the enterprise.
Metadata Management
The administration of data that describes other data, ensuring it is accurate, accessible, and useful for data governance and analysis.
Microsoft Dynamics 365
An integrated suite of business applications enhancing CRM and ERP capabilities for businesses of all sizes.
Microsoft Integration
The connection of tools with Microsoft products, enabling seamless data exchange and workflow integration within the Microsoft ecosystem.
Multi-Source Data
Data gathered from multiple sources, providing a more comprehensive and diverse dataset for analysis and decision-making.


Natural Language Processing (NLP)
The use of algorithms to analyze and understand human language, applicable in CRM for tasks like customer sentiment analysis.
Non-Profit Solutions
Data management tools specifically designed for non-profit organizations, addressing their unique needs and challenges.
The process of organizing data to reduce redundancy and improve data integrity within databases, crucial for effective CRM data management.


A multichannel sales approach that provides the customer with a seamless shopping experience, whether online or in-store.
The process of getting new users started with a product or service, including setup, training, and initial guidance to ensure successful adoption and use.
Operational Data Store (ODS)
A database designed to integrate operational data from various sources, providing a central repository for real-time data processing and reporting.
Outlier Detection
Identifying data points in a dataset that deviate significantly from other observations, a valuable data cleansing process in CRM systems.


Partner Program
A collaboration initiative that involves working with other companies to extend the capabilities and reach of products and services.
Pattern Matching
The technique of identifying patterns within data sets, often used for data validation, fraud detection, and predictive analytics.
Phone Validation
The process of verifying the accuracy and validity of phone numbers, ensuring they are correctly formatted and reachable.
Platform as a Service (PaaS)
A cloud computing model that provides customers with a platform to develop, run, and manage applications without the complexity of building and maintaining the infrastructure typically associated with software development and delivery.
Predictive Analytics
Uses statistical algorithms and machine learning techniques to identify the likelihood of future outcomes based on historical data, an important tool for CRM.
Performance Metrics
Quantitative measures used to gauge a company's performance over time, including those related to CRM systems like customer satisfaction and retention rates.


Quality Assurance (QA)
Ensures that the product meets the required quality standards; in CRM, it involves data verification and routine checks to uphold data integrity.
Quantitative Data
Data that can be quantified and verified, and is amenable to statistical manipulation, used in CRM to measure and analyze customer behavior and preferences.
Queue Management
The process of managing queues of people or information in CRM systems, which helps streamline customer interactions and improve service efficiency.
In computing, a precise request for information retrieval from a database. In CRM, queries are used to extract information about customer interactions and histories.


Real-Time Processing
The handling and analysis of data as it is received, enabling immediate insights and actions without delay.
Real-Time Validation
The process of checking data for accuracy and consistency at the moment it is entered or received, preventing errors and ensuring data quality.
Record Matching
The identification and linking of related records across different datasets, improving data accuracy and consistency.
Record Validation
The process of ensuring that data records meet predefined accuracy, completeness, and consistency criteria.
The creation of reports to analyze, present, and communicate data insights, often using visualization tools to enhance understanding.
Revenue Operations
"Revenue Operations" is a unified approach that aligns sales, customer, and business operations to maximize revenue growth.
Retail Solutions
Data management tools designed for retail businesses, addressing their specific needs such as inventory management, customer insights, and sales analytics.
Role-Based Access Control
The restriction of data access based on user roles, ensuring that individuals can only access information relevant to their responsibilities.


Sales Solutions
Tools designed to support sales teams in managing leads, tracking opportunities, and optimizing sales processes.
Salesforce (CRM)
Salesforce is a leading CRM platform, widely used for managing interactions with current and potential customers, benefiting from data quality tools.
The setup of automatic data tasks to run at specific times, improving efficiency and ensuring regular data processing and maintenance.
The capability of a system to handle increasing amounts of data or users, ensuring performance and efficiency as demand grows.
The structure of a database, defining its tables, fields, relationships, and other elements that organize and store data.
Secure Data Sharing
The practice of providing access to data while ensuring it remains secure, often involving encryption and access controls.
The division of data into smaller, more manageable groups based on specific criteria, often used for targeted analysis or marketing.
Self-Service BI
Business intelligence tools that enable non-technical users to analyze data independently, empowering them to make data-driven decisions.
Sensitive Data
Information that must be protected from unauthorized access to safeguard privacy or security, such as personal, financial, or health data.
Single Customer View (SCV)
A unified representation of the data known by an organization about its customers, providing a comprehensive and accurate view.
Smart Matching
The use of advanced algorithms to identify related data entries, improving data quality and consistency through intelligent matching techniques.
Software as a Service (SaaS)
A software distribution model in which applications are hosted by a service provider and made available to customers over the internet.
Source System
The original system where data originates, often a key consideration in data integration and migration projects.
Standard Operating Procedure (SOP)
A set of step-by-step instructions to help workers carry out routine operations, ensuring consistency and quality.
The process of ensuring data follows a consistent format and structure, improving its quality and interoperability.
Statistical Analysis
The use of statistics to interpret data, identify trends, and make informed decisions.
Structured Data
Data that is organized in a defined manner, often in tables or databases, making it easy to search, analyze, and interpret.
System of Record (SOR)
The authoritative data source for a given data element or piece of information, ensuring consistency and accuracy across the organization.


Target System
The system to which data is transferred during migration or integration, often the destination for transformed and validated data.
Technology Stack / Tech Stack
"Tech Stack" refers to the combination of software tools and technologies used in the development and management of applications.
A pre-designed file that can be used as a starting point for new documents or projects, ensuring consistency and saving time.
Test Data
Data used to test a system or application, ensuring it functions correctly and meets specified requirements.
Third-Party Integration
The connection of tools with third-party applications, enabling seamless data exchange and extended functionality.
The process of substituting a sensitive data element with a non-sensitive equivalent, protecting the original data while maintaining its usability.
A set of tools designed to be used together or for a similar purpose, often providing comprehensive capabilities for specific tasks.
Transformation Logic
The rules and processes applied to data to change it from one format or structure to another during migration or processing.
Clear and open communication about how data is collected, used, and protected, fostering trust and compliance with regulations.


Unified Customer Data
Creating a single, comprehensive view of the customer from various data sources, essential for effective CRM strategies.
Unified Data Model
A single data model that integrates data from multiple sources, providing a consistent and comprehensive view for analysis and decision-making.
Unstructured Data
Data that is not organized in a pre-defined manner, such as text, images, or videos, often requiring specialized tools for analysis.
Usage Analytics
The analysis of how users interact with a system or application, providing insights to improve user experience and functionality.
User Access Control
The management of who can access certain data or systems, ensuring that only authorized users have access to sensitive information.
User Interface (UI)
The means by which a user interacts with a system or application, encompassing the design and layout of the interface elements.


The process of ensuring data is accurate and relevant; in CRM, it involves checking inputs against set criteria to ensure they meet the required standards.
Validation Rules
Criteria used to check the accuracy and quality of data, ensuring it meets specified standards and requirements.
Value Proposition
The benefit or advantage offered by a product or service to its users, highlighting why it is valuable and worth choosing.
Version Control
The practice of managing changes to documents, programs, and other information stored as computer files, ensuring that revisions are tracked and recoverable.
Virtual Data Layer
An abstraction layer that provides a unified view of data from multiple sources without physically moving the data, enabling real-time access and analysis.
Visualization Tools
Software that provides graphical representations of data, making complex information more understandable and actionable.


Automated messages sent from apps when a specific event occurs, allowing real-time communication between systems and triggering automated workflows.
Workflow Automation
Technology that uses rule-based logic to automate manual work such as data entry and lead nurturing in CRM systems.
Workflow Management
The coordination and management of tasks and processes within an organization, ensuring they are completed efficiently and effectively.


XML Data Handling
The management of data in Extensible Markup Language (XML) format, including parsing, transforming, and validating XML documents.
A language used for transforming XML documents into other formats, such as HTML or plain text, often used in data integration and presentation.


YAML Data Handling
The management of data in YAML Ain't Markup Language (YAML) format, often used for configuration files and data serialization.


Zero Downtime Deployment
The practice of deploying updates to a system without interrupting its operation, ensuring continuous availability and minimizing disruptions.
ZIP Code Validation
The process of verifying the accuracy of postal codes, ensuring they are correctly formatted and correspond to valid geographic locations.
Hungry for more?
View resources