by IAB SA Regulatory Affairs Council and Endcode
Database marketing is a form of direct marketing that uses electronic databases of customers to generate targeted lists for direct marketing communications. This process is all about identifying, collecting and then analysing relevant information about a company’s customers (and potential customers), to allow brands to improve their products and services, to build better marketing strategies and – ultimately – to customise the conversations and develop the relationships that they have with individual customers. These databases may include a very wide range of personal information about customers, including names, addresses, phone numbers, e-mail correspondence, purchase histories, and prior information requests and subscriptions. Databases like these may very well contain data that can (and has been) be legally collected and legitimately used, and may further be augmented (or “enriched”) by leveraging the vast amount of information available via digital media sources and social media platforms.