Expanding the role of the direct marketing database

Abstract

The direct marketing database of customers and prospects has from its inception been recognized as critical to the success of tactical activities such as promotional and customer service programs. This article argues that there are numerous other programmatic decisions that can be improved by analysis of the database. Further, it argues that the most effective use of a database extends beyond tactical exercises to strategic marketing decisions. A hierarchy is presented that can guide managers toward more powerful and more integrative uses of the database resource in planning and executing databased marketing activities at both the tactical and strategic levels.