Making Databases Matter

Smith, J. Walker
September 2005
Marketing Management;Sep/Oct2005, Vol. 14 Issue 5, p48
This article discusses the emergence of database marketing. All marketing is now database marketing. It is simply to say that the shape of marketing from here on out will be that of database marketing. The essence of database marketing is the ability to interact with individual consumers. The black art of media planning is being supplanted by the arithmetic of database marketing. Slowly but surely, marketers are beginning to accept the necessity of moving away from the guesswork of using daypart demographics as proxies for sophisticated marketing strategies and then hoping for results that are difficult and usually impossible to measure. While a database marketing model offers marketers greater efficiencies, that means little to consumers in and of itself. Oftentimes, the pursuit of marketing efficiencies means the worsening of consumer marketing experiences.


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