Markeketing by Tracking Every Transaction In One Database

Concept: Marketing with Data

Student Question: “In the nonprofit world of the performing arts, box office technology has essentially remained the same since the 1980s.  A company called Tessitura is trying to change that.  Tessitura is able to track every transaction with its patrons in one database.  The information collected includes ticket purchases, fund-raising, volunteering, and gift shop purchases that will help symphonies, operas, and theaters develop customer profiles in order to tailor their sales messages to specific individuals.  In other words, Tessitura will allow arts groups to engage in”

relationship marketing

​Explanation: Relationship marketing is the process of developing a history with a client based on their specific needs and behaviors. Collecting information about these clients will allow the company to perform specific relationship based marketing tasks, such as personalized emails, promotional offers, and mobile engagement activities.

The question is very closely related to some of the main marketing objectives in Big Data. Today, there are thousands of companies that specialize in the collection and analysis of data the originates from electronic interaction in ecommerce and social media. Marketers use this data to determine the types of engagements that consumers will be most response to and build relationships that can be managed profitably in the future.

  • Student: Sanjaya Malhotra
  • Textbook: Marketing
  • Course: MKT 421

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