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IT to improve the effectiveness of marketing campaigns

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1. How can database marketing improve marketing performance?

2. Conduct some Internet research to find examples of companies that employ IT to improve the effectiveness of marketing campaigns.

3. What factors have driven the resurgence of direct marketing in recent years?

4. In what way are international Internet privacy regulations likely to develop?

5. QXL, an Internet auction house has a policy on consumer privacy. View it at www.qxl.co.uk and comment on how effective it is likely to be.

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Solution Summary

Conduct some Internet research to find examples of companies that employ IT to improve the effectiveness of marketing campaigns.

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1. How can database marketing improve marketing performance?

Database marketing compiles, analyzes and uses the data held about customers in order to create better tailored, better timed offers that will maximize customer value and loyalty.
Database marketing is considered as a form of direct marketing; however database marketing pays a special attention to the analysis of data. It emphasizes the use of statistical methods to develop models of consumer behavior by using past purchases, payments, complaints etc... Since there is a greater amount of data about the customers, it is possible to build more accurate models.

2. Conduct some Internet research to find examples of companies that employ IT to improve the effectiveness of marketing campaigns.

Today many big firms employ IT to improve effectiveness of marketing campaigns. This includes companies like Microsoft, IBM and big banks like Wells Fargo ...

Solution provided by:
Umut Oltulu, MBA
Education
  • BSc, Dokuz Eylul University
  • MBA, Texas A&M University-Kingsville
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