‘Whereby customer information, stored in an electronic database, is utilised for targeting marketing activities. Information can be a mixture of what is gleaned from previous interactions with the customer and what is available from outside sources.’ Source: (http://www.cim.co.uk/Resources/JargonBuster.aspx)
Database marketing utilises the organisations extensive data on customers to create intelligent information that can be used for direct marketing, such as email campaigns. Data can be turned into models of customer behaviour, campaigns are then personalised to each behavioural group.
Read the next blog in the series: What is Personalisation?
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