TITLE

Database targeting has yet to prove it aids bottom line

AUTHOR(S)
Blankenhorn, Dana
PUB. DATE
March 1999
SOURCE
Advertising Age;3/1/1999, Vol. 70 Issue 9, ps8
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
1613089

 

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