Marketers miss the real power of turning data into dollars

Article Abstract:

Marketers can improve client loyalty and increase sales by fully utilizing the data provided by a customer database. Marketers should work with information technology engineers so that databases offer more than simple mailing lists. Client data enables firms to become familiar with client preferences, so that appropriate products and services can be offered.

On-Line Information Services, Information retrieval services, Database Vendors NEC, Usage, Database industry, Information services, Consumers, Databases

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Card companies look for gold at the top end of their market

Article Abstract:

National Australia Bank introduced its Gold Rewards credit card program in Jun 1998. This credit card program focuses on segmentation to ensure the loyalty of customers that already have gold cards, to persuade regular credit card customers to trade up to gold cards and to obtain new customers. Gold Rewards include travel, wine, food and accommodations.

Commercial Banks, Commercial Banking, Bank Credit Cards, Banking industry, Credit cards, Marketing, National Australia Bank Ltd.

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After the Games, it is time for the real gold rush

Article Abstract:

Issues concerning the potential advantages to the state of New South Wales of its A$1.3 billion investment in the 2000 Olympic Games are discussed.

Column, 2000 AD, Recreation, Olympics, New South Wales

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