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Database MarketingDatabase marketing emphasizes the use of statistical techniques and data analyses to develop models of customer behavior, which are then used to select customers for communications. The benefit of database marketing is the ability to target marketing efforts. Companies can concentrate their marketing effort on customers that are most likely to buy. Through continually gathers, refines, and analyzes data about the customers, their buying history, prospects, past marketing efforts, demographics, data can be turned into information that supports all marketing and sales programs.
A database marketer send targeted promotions to any segment of their customer and prospect lists, measure the value of their individual customers and track promotional efforts, measure responses, purchases, and the return on investment for every dollar spent on their promotional efforts.