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Integrated Marketing – Part 8

Customer Database Development and Management
Customer Database Development
Capturing data about your customers is invaluable, allowing you to utilize that information to improve your future marketing efforts. With every integrated marketing campaign you execute, a plan of action to collect, organize and analyze the demographic and behavioral information is vital to your continued success. Adapting a system of data tracking will allow you to have continual access to specific segments of your customer base, providing the opportunity to target them with customized digital or traditional offers.

Developing a comprehensive customer database also opens up the opportunities to analyze trends and common attributes across your total universe of customers. From these trends, you can create customer models allowing you to tailor your marketing efforts to ensure you are reaching your most relevant audience. Relevancy and timing are critical to ensuring that you have the opportunity to cultivate a strong relationship with both current and prospective customers.