database

(noun)

An organized collection of data. The data are typically organized to model relevant aspects of reality (for example, the availability of rooms in hotels), in a way that supports processes requiring this information (for example, finding a hotel with vacancies).

Related Terms

Examples of database in the following topics:

  • Databases

    • In market research, databases contain information that is collected, aggregated, and used to define segments of homogeneous consumers.
    • In market research, a database contains information that is collected, aggregated, and used to define segments of homogeneous consumers.
    • Marketers can use database research to identify common buying patterns among consumers.
    • Lists that can be found in existing databases include: credit card holders, smokers, drinkers, car buyers, video buyers.
    • Database research is considered an extremely helpful tool in market segmentation research.

  • Researching Using Digital Media

    • To supply targeted and relevant product offerings, the data is further segmented using in-house or third-party databases; personalization techniques; or opt-ins from consumers themselves.

  • Digital Surveys

    • Since data is collected into a central database, the time for analysis is substantially reduced.

  • Encouraging Product Trials

    • Using an opt-in database to send mail-outs or email newsletters with information on how to take advantage of the product trial and related promotions.

  • Managing Strategy

    • ., working with external marketing agencies and suppliers) uses techniques such as agency performance evaluation, scope of work, incentive compensation, and storage of agency information in a supplier database.
    • The area of marketing agency management (i.e., working with external marketing agencies and suppliers) uses techniques such as agency performance evaluation, scope of work, incentive compensation, RFXs, and storage of agency information in a supplier database.

  • Direct Marketing

    • Direct marketing places control in the hands of the consumer, making a poorly written message strategy or improperly compiled demographic database problematic.

  • Reminding and Retaining Customers

    • The emergence of database technology for developing personalized products, ads, and services for specific users with particular profile attributes has helped organizations tailor their offerings for existing customers.

  • Marketing Orientation

    • One way to achieve this is by having a database of all customers, such as this graphic depicts.

  • Determining a Budget

    • Promotional tools - This includes trade promotions; consumer promotions; personal selling, database marketing, and customer relations management; public relations and sponsorship programs.

  • Support Personnel

    • Examples include airliners, weapons systems, and IT systems (such as telecommunications or databases and their dependent applications for purposes like logistics or customer relationship management).