A primary benefit of database marketing is that it allows companies to use business intelligence to make decisions about who their top customers are and what they have in common. This makes the common marketing process of marketing segmentation more accurate. Companies analyze the database to find out what traits are shared by customers who buy certain types of products or services. This enables the business to target those customers with more relevant offers.
The benefits of a database management system (DBMS) detailed in itsadvantages express the ability of the DBMS system to adapt to huge volumes of data and multiple concurrent users. Unlike flat file systems, DBMS maintains data integrity, consistency, security and appreciable system performance.