The Marketing Manager should identify as much demographic and geographic information on the company’s current customers as possible from the company’s customer database (e.g., customer name, address, size/type of business). They should then copy this information to a Marketing Database. MP1030-2 MARKETING DATABASE provides a sample database layout, including contact, purchase, and contact demographics.
The Marketing Manager should gather psychographic and behavioral information, as well as additional demographic and geographic information on non-customers, to populate – fill in information gaps, update demographics, etc., in – the Marketing Database Guide Template. The company can obtain the necessary information and populate the Marketing Database Guide Template itself; it can also purchase a list or have a partial list populated by any number of services. Once the Marketing Database is populated, the Marketing Manager should ensure that the data are cleaned (scrubbed) to be sure there are no material gaps in the information.