Customer and Business Analytics

Chapter 1

Database Marketing and Data Mining

As recently as the early 1970s, most organizations either had little information about their interactions with customers or little ability to access (short of physically examining the contents of paper file folders) and act upon what information they did have for marketing purposes. The intervening 40 years has seen an ongoing revolution in the information systems used by companies. The lowering of computing and data storage costs have been the driving force behind this, making it economically feasible for firms to implement transactional databases, data warehouses, customer relationship management systems, point of sales systems, and the other software and technology tools needed to gather and manage ...