Chapter 17

Sharing Customer Data Throughout Your Enterprise

In This Chapter

arrow Assisting with advertising and market research

arrow Using customer data to identify product gaps

arrow Understanding the role of customer data in pricing and revenue management

arrow Comprehending the role of data in customer relationship management

arrow Responding to law enforcement requests for data

Your customer database is your stock in trade as a database marketer. You spend a great deal of your time and budget trying to build an accurate and comprehensive picture of your customers. This allows you to be very effective with tactical communications that drive revenue to the bottom line.

But that data you work so hard to compile has a wide variety of uses beyond simply executing database marketing campaigns. Everyone who’s doing anything related to marketing or advertising has an interest in understanding your customer base.

And interest in your customers extends beyond just the marketing and advertising functions in your company. ...

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