Sources of Data
“Data” is the first word in database marketing with good reason — the quality, impact, and ultimately, ROI of database marketing programs depend on the availability of good data. We discuss the various types of customer data available, e.g., customer demographics, transactions, and marketing actions, and the sources that provide these data such as internal records, commercially processed numbers and segmentation schemes, externally available customer lists, and primary survey data.
KeywordsData Warehouse Transaction Data Purchase Behavior Mobile Home Customer Information
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