Customer databases (MR, unit 3)

a manual of computerised source of data relevant to marketing decision making about an organisations customers (Wilson '02)

What is database marketing? interactive, uses individual addressable media to extend audience, stimulate demand and stay close to them

Every purchase a customer makes has 2 functions:

1. sales revenue
2. provides information for future market opportunities

Types of details in a database:

• customer/company details - acc #, name, address, contact info, relationship to other customers, parent company, subsidiaries, no. of employees
  
• professional details - company, job titles, responsibilities, industry type
  
• personal details - sex, age, spouse's name, children, interests, other relevant data (newspapers read)
  
• transaction history - what ordered, when, how often, how much, payment method
  
• call/contact history - sales/after-sales calls, complaints/queries, meetings, mailings sent
  
• credit/payment history -credit rating, amounts outstanding
• credit transaction details - items currently on order, dates, prices, delivery info.
• special account details - membership #, loyalty point earned, discounts awarded