Database marketing is a form of
direct marketing using
databases of
customers 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 warehouses, because having a greater amount of data about customers increases the likelihood that a more accurate model can be built.
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the use of large collections of computer-based information in marketing; the database listings may be reference databases containing information on specific topics; full databases which contain full transcripts of documents or articles being sought; or source databases which contain listings of names and addresses, etc of prospective customers.
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