Database Marketing

With ‘the new direct marketing’, attention is shifting from the old mass approach designed to reach large segments of buyers, to today’s ‘individual marketing’, designed to focus on, reach and satisfy each potential customer. The idea is to manage the total customer experience, to develop a profitable long term experience through tailoring marketing offers to individual needs.

Today’s database marketers now have a number of powerful strategic research and analysis tools such as: data mining, modeling, statistical analysis, data warehouses and the internet, with which to locate and capture detailed customer information, identify who is buying what (and why) and beat competitors to new marketing opportunities (through the development of market savvy product, service or process innovation) with greater speed and accuracy than ever before.