Database Marketing: Mining for Gold

Donahue emphasizes that Web data shouldn’t just be used for couponing and sales promotions, but also for timely and relevant offers. “Catalogs, by their nature, aren’t sales promotion vehicles,” he says. “So the marketer has to make sure the digital, retail and catalog aren’t eating away at the brand equity by just being another discounter. Marketers have to pursue the testing of timing of the proper product or solution that’s a good value.”