Database Management: Get to Know Your Customers Even Better

Multiple Linked Levels

In consumer marketing, scrupulously de-dupe and properly link individuals to households. For business-to-business (B-to-B), link individuals to sites, and sites to companies. This way, you can calculate accurate performance metrics, including promotional financials.

Or, you can supplement database linkages with third-party overlay data to create a complete view of individual customers and inquirers, households, sites and companies. In consumer, you can append the identity of additional adults within customer and inquirer households. This includes descriptive demographics, such as date of birth, age and gender. For B-to-B, additional individuals can be appended to sites, and additional sites to companies, including “firmographics,” such as industry type and number of employees.