Open main menu
Home
Random
Recent changes
Special pages
Community portal
Preferences
About Wikipedia
Disclaimers
Incubator escapee wiki
Search
User menu
Talk
Dark mode
Contributions
Create account
Log in
Editing
Database marketing
(section)
Warning:
You are not logged in. Your IP address will be publicly visible if you make any edits. If you
log in
or
create an account
, your edits will be attributed to your username, along with other benefits.
Anti-spam check. Do
not
fill this in!
{{Short description|Form of direct marketing}} {{More citations needed|date=July 2023}} '''Database marketing''' is a form of [[direct marketing]] that uses [[databases]] of [[customer]]s or potential customers to generate personalized communications in order to promote a product or service for [[marketing]] purposes. The method of communication can be any addressable medium, as in [[direct marketing]]. The distinction between direct and database marketing stems primarily from the attention paid to the analysis of data. Database marketing emphasizes the use of statistical techniques to develop models of customer behavior, which are then used to select customers for communications. As a consequence, database marketers also tend to be heavy users of [[data warehouse]]s, because having a greater amount of data about customers increases the likelihood that a more accurate model can be built. There are two main types of marketing databases, consumer databases, and business databases. Consumer databases are primarily geared towards companies that sell to consumers, often abbreviated as [business-to-consumer] ([[B2C]]) or BtoC{{Citation needed|date=March 2023}}. Business marketing databases are often much more advanced in the information that they can provide. This is mainly because business databases aren't restricted by the same [[privacy law]]s as consumer databases. The "database" is usually name, [[postal address|address]], and transaction history details from internal sales or delivery systems, or a bought-in compiled "list" from another organization, which has captured that information from its customers. Typical sources of compiled lists are charity donation forms, application forms for any [[free product]] or contest, product warranty cards, [[subscription]] forms, and credit application forms.
Edit summary
(Briefly describe your changes)
By publishing changes, you agree to the
Terms of Use
, and you irrevocably agree to release your contribution under the
CC BY-SA 4.0 License
and the
GFDL
. You agree that a hyperlink or URL is sufficient attribution under the Creative Commons license.
Cancel
Editing help
(opens in new window)