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Marketing Intelligence internal databases

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Marketing Intelligence involves building internal databases to identify marketing opportunities. Suppose you are the marketing manager for a cell phone company. What types of information would you collect in your company's internal database? Do you think that some of this data would be useless for a company that makes a different product (say shoes)? Why?

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Solution Summary

The solution examines marketing intelligence building an internal database. Marketing opportunities from the database are identified.

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The internal database is probably an excellent way to learn more information about your customer and their habits.

For example, you probably have access to their calling history, their payment methods, which phone they currently have

Let me elaborate.

It would be great to gather info on their call history. How many calls to they make a month? Do they go over their minutes? Are they doing text messages more? Do they make a lot of long distance calls?

Having all of the information readily available would be ...

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