Think about how we, as marketers, collect data from our customers and how we collect data about our potential customers. Now think about the data that the company you work for likely has that pertains to its customers. Now address the following:

• Describe three pieces of information the company may have in its database about its customers.
• How was the information obtained?
• What is the information used for?
• Does the information's use improve the relationship between the company and its customers? If so, how? If not, why do you think this is?

If you aren't currently employed, use examples from a company you've worked for in the past or one you'd like to work for in the future.