Summary
The customer database — initially built in most organizations to support direct marketing (DM) — is increasingly being used far beyond its original purpose. As an update to a 2005 study, we surveyed 107 database marketers about their database content and usage. We found the influence of the customer database extending to corporate strategy, TV, radio, and print advertising, as well as to product development and merchandizing. However, database marketers still face challenges with integrating online data into their databases, establishing and maintaining value metrics, and integrating their communications across channels.
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