Acquisition Cost
The cost of acquiring a new customer. Lifetime Value is often used to figure the maximum allowable acquisition cost.

Affinity
Consumers who are similar in lifestyle.

Affinity Analysis
A process of determining relationships between customer purchases. People who buy tulip bulbs own a single family residence with a yard.

Affluents
Households that earn 30% or greater than the cost of living plus taxes.

Appended Data
Process whereby a customer file has data appended to it (such as age, income or home value) from some external database.  This is also referred to as data enhancements or overlay data.