Database targeting has yet to prove it aids bottom line

Blankenhorn, Dana
March 1999
Advertising Age;3/1/1999, Vol. 70 Issue 9, ps8
Trade Publication
This article focuses on the benefits of business enterprise from using database targeting technique. Database targeting, the rapidly developing technique of building powerful profiles of Web customers and prospects, has yet to prove it brings in more money than it costs. While targeting still folds much promise, advertising servers and networks are betting on technological prowess and customer service to drive their sales. So for now, industry's focus has shifted to customer service to help drive sales, offering services such as consulting and Web-hosting.


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