Database marketing is all of a sudden the new holy grail.  What with “big data,” CRM, data warehouses, one-to-one marketing, data mining—a number of techniques are capturing management time, attention and budgets, and they are all built around customer information.  We now have new opportunity to pick up some of the powerful approaches that database marketing has been developing over the last 50 years and apply them to our businesses, to generate substantial value.

To read the full story click on the attachment:  2012-09-23 The Unified Theory of Database Marketing

Source:  Courtesy Ruth P. Stevens, eMarketing Strategy – Ruth Stevens is a director and contributing editor of BIIA