Medium priority contacts might only receive mail and telemarketing contacts, whereas low priority clusters will be reached through mail and advertising alone. Manage the sale process. Again, the clustering technique will permit the identification and the assignment of the most lucrative customers and prospects all the way down to specific individuals within the sales force. The final link in the database process involves the maintenance of the database itself. Histories can be tracked, and buying propensity can be predicted, identified and addressed before the competition gets there first.
Database marketing is also a process of judgment and selection.
As the nature of your relationship with customers and prospects changes, you can delete those who are becoming less important to you in terms of sales and profitability or reduce them in priority. It takes time, knowledge, and most importantly, commitment. The sales records and product files of most companies exist in a state of disarray. As a starting point, somebody has to clean them up and make sense of the data on hand. But once the database marketing process is up and running, it provides an exceptional source of information about the current customer base.