Web Exclusive: Master Marketer - Reward Loyal Customers ... And Yourself

Many companies have old databases that have poor reporting or are inconvenient from which to get reports. This isn't good enough. You need access and information at your fingertips to explore and plan.

Many pure-play internet retailers don't have a good enough relational database. Yet Overstock.com says its database is one of the most valuable elements of its business - a lifeline to continued customer relationships and better sales. That's because it's more than just names; it's access from all sides to what those customers are doing, profiling buying behavior to determine opportunity.