|
|
|
|
 |
Building and Managing Your Marketing Database
INTRODUCTION
|
|
|
The goal of this tutorial is to teach you the basics of developing a well-constructed marketing database and how to actively use it to manage your marketing programs. After taking this tutorial, you should have a practical understanding of the following:
 |
What a marketing database is and who should manage it |
|
Applications of your database including reporting, profiling, response analysis, predictive modeling / segmentation, and lifetime value estimation
|
|
The most important customer information to retain in your database for maximum direct marketing effectiveness |
|
Methods for organizing and maintaining the data in your database that will allow you to analyze and segment your marketing data
|
| What is a Marketing Database? |
Your marketing database is not just a tool for collecting names, addresses and demographic information. It is a complete system that allows you to build up and manage your qualified leads and customers while continuously improving upon your marketing efforts.
A marketing database is all of the things listed below:
|
|
| A comprehensive collection of interrelated data |
| A system that interfaces with multiple applications |
| A system that allows for timely, accurate retrieval of marketing information |
Most importantly, your marketing database is a strategic approach to managing data.
The Diagram Below Summarizes the Marketing Database System:
|
 |
|
| |
|
 |
Next |
|
|
|
|
|
|
