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Database Marketing definition


A marketing database is a collection of detailed and well-organized information about potential and actual clients. Usually, an efficient and reliable database must be easy to access and to use, able to generate new entries and integrate new possible contacts, while also allowing updates on existing entries. A database also allows sales of products and services, and it is crucial in maintaining marketing relations.

To build a database of high quality, it is necessary to have proper hardware and software. Moreover, a database requires organization, development, and update.

Once the data is collected, it must be sorted and organized according to logical criteria otherwise it is not possible to work with it.

An efficient and logical organization makes possible the process of extraction and data mining, in which automated data from a database is explored and analyzed with the purpose of unraveling essential information on the characteristics and behaviors common to consumers or customers.

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