Database marketing is the application of statistical analysis and modelling techniques to computerized, individual-level data sets. It can be used to support the planning and design of new tourist products, based on the knowledge gained about the customers and their needs and the development of cost-effective marketing programs that communicate directly with identified customers and prospects, and to track and evaluate the results of specific promotional efforts. The project line of action included following Phases:
Definition of the data base marketing mission, situation analysis, development of a project methodology for a DBM project, recording of the key data, basic recommendations concerning DBM, statistical analysis Models and data elements required, and development of pilot statistical analysis models and sample database.
