Had a good-natured debate recently with one of our editors about the phrase “data-based marketing.” Normally I hate most neologisms, but there is a very real distinction between it and “database marketing.” Unlike “database marketing,” which focuses on hardware or software, I see “data-based marketing” as acknowledging the use of customer data in the marketing communication. The priority is shifted from the software to the message.
There are other industry phrases worth consideration: One data compilation executive uses the term “distance marketing” as opposed to “direct response marketing.” It draws a distinction between, say, point-of-purchase-triggered loyalty programs, which may be part of direct marketing but aren
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