COSTUMER BEHAVIOR METRICS IN DATABASE MARKETING

Data gathering and processing is very important for every business. Database and especially, Database Marketing is an instrument which is gaining more and more territory. This instrument is used in different fields of economy, but especially in marketing, playing an important role in processing data about costumers. Areas such as costumer behavior and customer relationship are strongly related to database marketing. Two types of model can be used for determining consumer behavior: descriptive model and predictive model.