1.CUSTOMER DATABASE
~ Core of any Marketing Database
~ Data from active customers - help marketers learn what has been done well in the past and,
~ Inactive customers - help to identify what needs to be improved
~ For inactive customers – how long been inactive? How much did they spend, why are they
inactive.
~ Customer database – use for
~ Identifying and profiling the best customers and communicate with them
~ Example, e-mail marketing, discount offers, newsletter, cross-selling
~ Basic information: name, address, postcode, and telephone number
~ Demographic information: age, gender, marital status, education, number of people in
household, income
~ Psychographic information: values, activities, interests, preference
~ Transaction history: frequency of purchase, amount of spending
2.PROSPECT DATABASE
~ Non-customers that have profiles that are similar to the profiles of existing customers
~ Segment them and position the differentiated product to their specific needs –
~ How? Example, analyze which channel, they prefer to receive info
~ Why? By doing this, marketers can effectively utilize advertising media to achieve a high
response rate
3.CLUSTER DATABASE
Clusters defined based on geographic reference groups(postcode), affinity groups (club, association), etc
Depending on the membership of prospective customers to specific clusters, firms can customize their marketing communications to increase the efficiency of marketing efforts
4.ENHANCEMENT DATABASE
Used to transfer additional information on customers and prospects
Enhancements may include demographic and psychographic data, transaction history, changes in address, changes in income levels, etc
The InfoBaseR - Enhanced database provides the ability to append the latest demographics, socio-economic and lifestyle data to existing in-house customer database
Example, Consumer goods firm can use it to better target its advertising and marketing campaigns to increase profitability.
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