Database Marketing
Under Database Marketing (including database marketing ) refers to a target group-oriented direct marketing based on detailed information about the customer . This information is stored and managed in databases . Possible data entries include, for example, information on customers and companies, transaction data , social media behavior and information on action, purchase and reaction behavior. The database entries can also be collected in a data warehouse , used for business intelligence applications and analyzes, or output as statistics . By query forms , customer-specific data can be retrieved more quickly. They can also be used to distribute automated advertising and spam . Among other things, data are taken from the databases of customer relationship management and enterprise resource planning systems. When collecting data, however, different data protection guidelines must be observed in order not to make yourself liable to prosecution.
literature
- Ronald G Drozdenko, Perry D Drake: Optimal Database Marketing: Strategy, Development, and Data Mining, ISBN 9780761923572
- Arthur Hughes: Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable, Customer-Based Marketing Program, ISBN 9780071457507
- Alan Tapp: Principles of Direct and Database Marketing, ISBN 9780273713029
- Robert C. Blattberg, Byung-Do Kim, Scott A. Neslin: Database Marketing: Analyzing and Managing Customers, ISBN 9780387725796
- Graeme McCorkell: Direct and Database Marketing, ISBN 9780749419608