Knowledge is power

Article Abstract:

One-to-one, database marketing is much like the sales relationship established between a salesperson and a customer. A properly managed database stores customer information that is used to help the sales and marketing staff to maintain current customers and to find new customers. One company that has been successful in managing its database marketing operations is Sunset Direct. The company constantly updates its information to ensure that its customer database is up-to-date.

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Privileged information: American Express's SE InSight provides merchants with data on customers and the competition

Article Abstract:

The American Express service, SE InSight, enables retailers to evaluate their business and to find out aggregate data on their competitors. Top markets can be noted by zip code, metropolitan statistical area, designated market area or country. The information is updated each month. American Express benefits from this service because its results in merchants encouraging customers to use the American Express card and the customer's information is entered on the database.

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Caveat, data emptor!

Article Abstract:

Knowing the source of information is crucial for data users to obtain up-to-date, reliable figures and statistics. By becoming familiar with their vendors, users are able to understand how the information is acquired, why some figures differ from others and what national estimate models are employed. This can help protect users from outdated or non-robust data.

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