VDP: Database Marketing Delivers
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Brad Lena
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• Where do we get the data?
• How and why do we manipulate it?
• What is its value?
• What do we charge?
These questions are the “value-added” operations for data acquisition/manipulation.
The data in database marketing is obtained from the client and/or a data vendor. The type, amount, format and quality of client data vary. Some companies capture detailed transactional information, purchasing histories, product preferences, etc. Others have relatively little information. In either case, the data can be in terrible condition, rife with errors, inconsistencies, etc.
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Brad Lena
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