Rob Jackson and Paul Wang describe the intensive use of database management systems as a long-term, information-rich, and consumer-centric marketing approach. This method involves collecting data from a company’s customers and consumers, then storing and analyzing it. The goal is to define marketing strategies tailored to each customer segment.

According to these experts, a database can be an essential tool for guiding daily marketing activities, while also serving as a foundation for directing the company’s future actions. This approach relies on sophisticated logic that aims to establish relevant connections between the collected data and use them effectively to influence marketing decisions and actions.