Sharing Customer Data Throughout Your Enterprise
In This Chapter
Assisting with advertising and market research
Using customer data to identify product gaps
Understanding the role of customer data in pricing and revenue management
Comprehending the role of data in customer relationship management
Responding to law enforcement requests for data
Your customer database is your stock in trade as a database marketer. You spend a great deal of your time and budget trying to build an accurate and comprehensive picture of your customers. This allows you to be very effective with tactical communications that drive revenue to the bottom line.
But that data you work so hard to compile has a wide variety of uses beyond simply executing database marketing campaigns. Everyone who’s doing anything related to marketing or advertising has an interest in understanding your customer base.
And interest in your customers extends beyond just the marketing and advertising functions in your company. ...