Marketers hone targeting; Database and Research: Retailers such as Wal-Mart use vast data warehouses.(Brief Article)

Advertising Age, June, 2001 by Blankenhorn, Dana

With their rich stores of information about customer behavior, demographics, purchasing activity and other valuable information, data warehouses are helping marketers better reach and target consumers, as well as improve efficiencies at their stores.

While data warehousing has been in vogue for at least a decade, new tools using video and Web data are providing marketers with even better ways to build bigger data warehouses with a host of business applications.

Data warehousing is the use of huge databases on customers, prospects and products to drive corporate strategy and tactics. Wal-Mart Stores, Bentonville, Ark., has a warehouse with more than 100 terabytes of data on NCR equipment.

That's 100 trillion bytes, equivalent to 16,000 bytes...

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