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Wednesday, 09 July 2008
 
 

Database Marketing - in Search of Statistical Significance

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Database Marketing - in Search of Statistical Significance

The goal of database marketing is to increase marketing efficiency & Customer lifetime value, with the smart use of Customer data.
Database marketing is based on Customer information related to:
• Customer behavior
• Customer profile & demographics Predictive models based on both behavioral & demographic data, can outperform Customer groupings based solely on behavioral data (like RFM).
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