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Definition

Database marketing is an approach in which computer database technologies are used to design, create, and manage customer data lists containing information about each customer's characteristics and history of interactions with the company. The lists are used as needed for locating, selecting, targeting, servicing, and establishing relationships with customers in order to enhance the long-term value of these customers to the company. The techniques used for managing lists include:
  1. Database manipulation methods such as select and join
  2. Statistical methods for predicting each customer's likelihood of future purchases of specific items based on his/her history of past purchases
  3. Measures for computing customer lifetime values on an ongoing basis[1]

References

  1. ^ American Marketing Association. Dictionary. <https://www.ama.org/resources/Pages/Dictionary.aspx> (cited 26 May 2015).

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