A marketing database allows a firm to measure how much business it is doing with its best customers through an analysis of recency,frequency,and monetary factors.

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A marketing database is a tool used by firms to measure the effectiveness of their marketing campaigns and gain insights into customer behavior. One of the key measures used in this analysis is RFM, which stands for recency, frequency, and monetary value. By assessing these factors, firms can identify their best customers and tailor their marketing efforts to enhance customer loyalty and drive growth.

A Marketing Database Allows a Firm to Measure How Much