ABSTRACT
How to apply the information and knowledge to be derived from the data
The role of the marketing database
Working with data
Sources of data
Leveraging current business processes
Tactical activity
Purchase or rent lists
Marketing partners
Data enhancement from external sources
Business information vendors
Adding research data
Other data elements
Data quality
Key issues to manage
Decay
Data appraisal
THE ROLE OF THE MARKETING DATABASE
A database may be defined as a comprehensive collection of interrelated data, which can be accurately manipulated or retrieved. A marketing database will typically contain details of customers and the transactional or behavioural histories associated with those customers and can benefit all the elements of the marketing mix, whether in broadcast or direct communications or in sales promotion or PR.
