Sources of Data
Although organizations of any size can employ database marketing, it is particularly well-suited to companies with large numbers of customers. This is because a large population provides greater opportunity to find segments of customers or prospects that can be communicated with in a customized manner. In smaller (and more homogeneous) databases, it will be difficult to justify on economic terms the investment required to differentiate messages. As a result, database marketing has flourished in sectors, such as financial services, telecommunications, and retail, all of which have the ability to generate significant amounts of transaction data for millions of customers.
Database marketing applications can be divided logically between those marketing programs that reach existing customers and those that are aimed at prospective customers.
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“Even healthy families need outside sources of moral guidance to keep those tensions from imploding—and this means, among other things, a public philosophy of gender equality and concern for child welfare. When instead the larger culture aggrandizes wife beaters, degrades women or nods approvingly at child slappers, the family gets a little more dangerous for everyone, and so, inevitably, does the larger world.”
—Barbara Ehrenreich (20th century)
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—P.J. (Patrick Jake)
“To write it, it took three months; to conceive it three minutes; to collect the data in it—all my life.”
—F. Scott Fitzgerald (1896–1940)