Stjepan Dvorski

SEGMENTATION OF THE DATA BASES BY USE OF DMS CONCEPT

In 1980s it was discovered that the holding of the existing customers is more profitable than finding of the new ones. Gathering, processing and use of the data and information about the customers, i.e. planned management of such data and information with the purpose of creation of the adequate marketing strategies has become «conditio sine qua non» of successful business and implementation of the new philosophy of market approach. Organized approach to the gathering, consolidation and analysis of the data enables the marketing of the data base. Gathering of data with the purpose of starting the data base or the upgrading of the existing data base starts by initialization of the personalized communication through various media, while the results of the analysis of the gathered data are used for the formation and development of various models of customer behavior. The designed models are then used in the choice of the customers ; the adequate marketing approaches are created and communicated toward these customers. Increase of the competition, decrease of the market share and the loyalty of the customers requires the change of the marketing strategy. It requires the strategy which will enable the establishment of longer, authentic relation with the customers as the foundation for the building of the loyalty and attachment of the existing customers, as well as the attracting the new customers. The strategy which will enable this requires the relevant and precise information about every single customer. It also requires organized and well-managed data bases about the customers.