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Edward C. Malthouse, Theodore R. and Annie Laurie Sills Associate Professor of Integrated Marketing Communications, Northwestern University)Database marketing is a form of direct marketing that uses customer databases to generate personalized communications to promote a product or service. Unlike ...

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However, specific methodologies result in more accurate targeting and increased online sales. For example, you can create buyer personas, set customer goals, and conduct RFM analysis as part of your database marketing plan. a potent tool for any eCommerce or subscription business.RFM (Radio ...