Database marketing holds even more promise online

Moore, David J.
March 1999
Advertising Age;3/1/1999, Vol. 70 Issue 9, ps20
Trade Publication
This article deals with the advantages of using database marketing in the promotion of new products. Database marketing is a proven technique that has been employed for years in direct marketing. It is not by chance that consumers do or do not receive numerous credit card offers each week, or that they suddenly start receiving catalogs from merchants from whom they have never made purchases. On the other hand, sophisticated database marketers use statistically based predictive models to gauge a consumer's likelihood to respond to offers based on variables such as product category, price point and the creative presentation of the offer itself.


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