Consumers on the Move
THE GOOD NEWS IS YOU’VE got lots of customer data! The bad news is you’ve got lots of customer data! How can the promise of true integrated marketing be possible in that sea of disparate details? And how can you quickly tease meaningful information from it that will make a tangible impact on your company’s bottom line?
One of the most effective ways to demonstrate the value of your database investment is to ensure it can answer core marketing questions, such as:
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Who buys from me?
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What are they going to buy from me?
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Where can I find them geographically?
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How can I best communicate with them?
Answering these questions is possible only if you have a consistent framework to define and describe each customer or prospect. A segmentation system allows you to identify opportunities and take marketing action. And advances in database technology are allowing us to go beyond
