A data warehouse is a storage system for customer data. The difference between an operational database and a marketing database is that the operational database contains individual transactions and follows accounting principles, while the marketing database includes information about current customers, former customers, and prospects.
Coding is the process of adding geographic codes to each customer's record so that their addresses can be plotted on a map.
The two primary functions of data mining are building profiles of customer segments and creating models that predict future purchase behaviors based on past purchases.
Consumer profile information is used to personalize communication with customers, making them feel special and unique. It allows companies to send specialized messages such as birthday greetings or discounts specific to each person.
The keys to an effective permission marketing program are obtaining per
...mission from the customer, offering them a meaningful ongoing curriculum, increasing the level of permission, and leveraging that permission to benefit both parties.
Customer relationship management (CRM) refers to the utilization of databases to personalize products and communications for customers, aiming to increase sales and profits. However, most CRM programs have not achieved success due to their focus on sales rather than nurturing relationships.
Direct response marketing (DRUM) involves directly targeting customers with products, without involving other channel members.
Digital direct-to-press is favored in business-disturbances direct marketing because it is effective when there are a smaller number of customers to reach compared to consumer markets. This method increases the likelihood of business customers viewing customized messages.
Relationship marketing involves cultivating long-term relationships with customers with the intention of creating a loyal customer base rather than focusing on one-time transactions.
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