Marketing database

Definition

A marketing database is a collection of consumer information that companies use to guide their promotional strategies and enhance customer relationships. It typically includes data on customer preferences, purchasing history, contact information, and demographic details.

Related terms

Customer Relationship Management (CRM):

A strategy for managing a company's interactions with current and potential customers, often utilizing data analysis about customers' history with the company to improve business relationships.

Data Mining:

The process of analyzing large sets of data to discover patterns and trends that can inform business decisions, often used in developing targeted marketing strategies.

Segmenting: The practice of dividing a broad consumer or business market, normally consisting of existing and potential customers, into sub-groups of consumers based on some type of shared characteristics.