According to Laura Terry, CEO of Rockford, Illinois-based Trekk, Inc., data management (from a cross-media perspective) includes all of the processes that relate to collecting, developing, optimizing, sharing and analyzing information that is useful for reaching and engaging target audiences.
"Demographics are useful for determining preferences as they relate to products, communication styles, communication media, etc.," Terry commented. "If we know we are selling high-priced, women's career shoes, we would target those individuals in the database who are female, upper income and in professional occupations. By knowing the age of each female recipient, we have the ability to vary the product styles, graphics and copy to appeal to that demographic. The more relevant the offer, the more successful the campaign will be."