News
 What
is the Most Valuable Element in a Database?
What is the most valuable element in a direct
marketer’s database? A new report from Direct
Magazine gives us the skinny on databases and what
marketers are doing with them. Are you on the same
wavelength?
According to Direct’s 2006 database practices
survey, the most valuable element in a marketer’s
database is their prospect names. More than 70
percent of b-to-b companies and consumer firms use
their databases for promotional use, while more than
60 percent of b-to-b firms use their database to
provide information to their direct sales staff.
More than 50 percent of consumer firms use their
database for cross-selling, while 30 percent of
b-to-b companies use their database to provide
information to telephone sales staff. A little over
50 percent of consumer firms and b-to-b companies
use their database for customized offers. More than
40 percent of consumer firms use their database for
personalized offers. Meanwhile, more than 30 percent
of b-to-b companies use their database for
profiling.
The report also reveals that more than 20 percent
maintain their databases through outside service
bureaus.
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