Business databases can be utilized by US companies to improve and develop relationships with customers, Marketing Week has reported.
Writing for the news provider, Kevin Slatter, managing director of G2 Data Dynamics, highlighted the fact that we now live in an age where there is an "unimaginable" amount of information available about consumers.
To this end, the expert suggests that organizations can take advantage of emerging technologies to access new data.
"Once brands start utilising this data and making a part of their marketing processes, it will become clear where their focus needs to lie," he said.
"Using this insight, unhappy customers can be listened to and placated, happy ones can be thanked and rewarded, and brands can make sure they are using the correct communication channels and techniques to talk to those interested in their products and services."
The news may inspire more marketers to invest in data quality tools to ensure that any information they do store is correct and accurate.
Posted by Rachel Wheeler