Marketing Analytics - Direct/Relationship Marketing

Direct or relationship marketing uses direct response to begin a dialogue and hopefully acquire, convert, and or retain customers. Those individuals that "opt-in" are said to have raised their hands.

Relationship marketing analytics focuses on these hand raisers and dives into everything about them:

• who are they?
• how do they look like?
• where did they come from?
• what are they saying/communicating?
• what are their likes/dislikes?
• what motivates them?

You name it. Some people say its like trying to decipher a picture, but i think it's more complicated than that - since nothing stays the same, it's actually like deciphering a moving picture or a movie.