What are pros and cons of database marketing

1. What are
pros and
cons of
DATABASE MANAGEMENT

2. A CUSTOMER DATABASE is
an organised collection of
comprehensive
information about
individual customers .

3. DATABASE MANAGEMENT is the process
of building, maintaining and using
customer database to contact, transact
and build customer relationship.

4. CUSTOMER
DATABASE
Contact details
Family
Birthdays,
anniversaries
Interests, hobbies

5. DATABASE WAREHOUSES where can
capture,query and analyse data to
draw inference about individual
customer’s needs
Through DATA MINING
marketing statisticians can
extract from mass of data useful
information about customers.

6. PROS OF DATABASE
MARKETING
Identify prospects
To give particular
customers special offers
To deepen customer
loyalty
To reactivate purchases
To avoid serious customer
mistakes

7. CONS OF DATABASE
MARKETING
Some situations
are not conductive
Building and maintaining
database require a large
investment
Not all employees are
customer oriented and not all
customers want a
relationship with company
Assumptions may go
wrong.

8. Created by:
Saumya Gupta
NIT Surat
Intern under Prof. Sameer Mathur, IIM Lucknow.
www.IIMinternship.com