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Hannah Smalltree, Editorial Director
Database marketing would be viewed as a piece of CRM. In that sense, you
cannot do database marketing without CRM, but you could do CRM without
database marketing. A simple way to think of CRM is that it includes all the
sales, marketing and customer services initiatives of the organization. As
such, database marketing is a key piece of a broader CRM initiative, and
usually the most important part of a technology-enabled marketing
initiative. Often, the marketing database is the cornerstone of a broader
CRM initiative, as it should include the most complete view of the customer
relationship, and often contains modeled data that is valuable for other
initiatives, such as telemarketing. The marketing efforts that this database
produces often are geared to one channel (direct mail, although increasingly
electronic channels are also included), and serve to compliment marketing
initiatives through other channels. This was first published in August 2002
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