Database marketing is the collection, analysis, and organization of consumer data used to create better tailored and timed offers that will maximize customer value and loyalty.. It is used by LeapLab to increase the effectiveness of a client's marketing programs by facilitating the segmentation of their customer population into finely distinguished groups with relatively predictable probabilities of buying.

Information on a client's database about a customer is updated from each interactive event involving that customer. The record is then supplemented each time there is customer contact in subsequent marketing campaigns, thereby enriching the insight into customer's likes and dislikes, propensities and aversions. Additional data fields are imported by LeapLab from external resources and appended to existing records, as justified, by incremental benefit that such depth of information will provide.

When we host a client's marketing database, we locate it on a discrete secure server at our site, exchanging data at least daily through middleware with the client's remote primary system regardless of whether it uses Oracle, SQL 2000, SAP, XML/Web, SOAP or another database manager.