Databased marketing

Not to be confused with Database marketing.

Databased marketing is an approach to marketing/a way of doing business that systematically, objectively analyzes how a Customer base behaves over time. Databased Marketing (DBM) allows practitioners to think and act strategically about Customer retention and loyalty. DBM is a Customer measurement and feedback system that provides insight into Customer behaviour (why they do what they do) to all levels of an organization. The insights generated by DBM are used to continuously align all activities, products/services, processes to its high-value or 'best' Customers.

DBM is the analytic side of Customer-focus, or putting Customers at the core of everything we do/organizing around the Customer. The core concepts of DBM grew out of the catalog sales industry and have been refined over the last sixty years. Yet, the concept is poorly understood by today's managers. The term "databased" is somewhat misleading, making novices believe that DBM is a technology. By "databased" we mean "fact-based", facts about Customers, really facts about what they are doing. DBM can be done without any special software and does not require lots of data.