The marketing database is the structure capable of modelling and containing all the available information about a customer or prospect.

The marketing database, based on a relational database, is used by all the applications installed to gain access to the necessary data, develop customized campaigns, acquire information and analyse the elements of interest so as to implement all the marketing and sales strategies the company requires.

The marketing database normally contains the name of the customer/prospect on B to C models, the company name on B to B models, all commercial contacts made in time, a list of product/service transactions, the most important profiling data for precisely segmenting the target of the marketing campaigns and any other information that may describe its profile.