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Two-thirds of U.S. retailers have database marketing programs, says Direct Marketing Association, and 40% of those that don't are planning one.

Among the findings of a new DMA study of nearly 300 retailers:

Many retailers experiment with database marketing through limited testing without first developing a marketing strategy or success criteria;

Most retailers only use databases for targeted promotions; a minority use database marketing for more advanced up-selling, cross-selling, supporting event promotions and preventing customer defections.

Actual experiences have produced measurable growth in customer loyalty, lifetime value and profits.

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