Database marketing
Database marketing is the approach of using organised information about customers and prospects to segment, personalise and measure commercial communication
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
The database brings together contact details, purchase history, preferences and interactions, usually in a CRM or customer data platform. From it, teams define segments, choose channel and timing and evaluate the response to each action, for example in email campaigns, loyalty programmes or repeat-purchase communications.
Its value depends on data quality: duplicated or outdated records reduce effectiveness and credibility. Moreover, under the GDPR personal data can only be used with a legal basis, informing people and respecting their right to object; unsolicited messages may count as spam and be subject to penalties.
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