Mention database marketing, and many entrepreneurs will shoot you a "been there, done that" look. In fact, even the newest business owners have likely taken a stab at sending a mailing or two. However ...

Note: This is the second article in an ongoing series on database marketing strategy that will outline an approach to understanding the details of building a world-class database marketing system—even ...

First came operational databases that ran order entry and fulfillment activities. From them evolved marketing databases, which have become central to overall business strategies. And from those ...

Most database marketing programs are designed to accomplish one or more of only three basic business objectives: acquiring new customers, retaining existing customers, or cross-selling. Measuring ...

The information in a marketing database can be used to achieve significant business benefits by supporting and improving performance across the whole spectrum of sales and marketing techniques.

I’ve found that companies often remove people from their databases far too soon–especially considering the potential lifetime value of the prospect and his company. If your customer buys your type of ...

The NFL’s data management platform, Adobe Audience Manager, builds a master ID based on numerous traits and identifiers across channels. “Those traits are pushed back on a daily basis into the FCM ...