The information in a marketing database can be used to achieve significant business benefits by supporting and improving performance across the whole spectrum of sales and marketing techniques.

Mention database marketing, and many entrepreneurs will shoot you a "been there, done that" look. In fact, even the newest business owners have likely taken a stab at sending a mailing or two. However ...

Welcome to a new quarterly column by Jim Wheaton, cofounder/principal of Wheaton Group, a Chicago-based data management, data mining, and decision sciences practice that also offers list processing ...

Consumers' demand for personalization is higher than ever before. You can leverage the benefits of database marketing to deliver personalized experiences and increase the reach of your small business.

Transactional data can reveal that two seemingly similar customers have strikingly different purchasing patterns U.S. marketers mailed an estimated 14 billion catalogs last year, at an average cost of ...

Do we even know what we are referring to these days when we say "marketing database"? The evolutions and revolutions in marketing have been and remain relentless. What was once the marketing database ...

Businesses are striving for new insights and maximum ROI from their customer data available across multiple digital channels. This data, and the way it is used for improved business performance, is ...

In Part 1 of this article I made the point that IT departments almost always think they can—and should—be responsible for the marketing database. I speculated that this is because, when information ...