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Abstract

A method and system are provided for direct marketer personnel to enhance query performance. The query is performed on modified relational database data stored as contiguous data fields across all records in the database. The queries are performed using a process called bitmapping. A bitmap is a series of computer words strung together in a one dimensional array. It looks at data as a series of bits rather than a higher level data type such as an integer or floating point value. The system also provides the ability to provide a system that permits data segmentation, ad hoc requests, and systematic research. The system is also capable of producing a suite of reports that are specific to the needs of direct marketers. These include reports on RFM information (recency of last purchase, frequency of purchases, and monetary totals of life to date information. These reports are generated on a regular (usually monthly basis) and are used to drive the direct marketing process.

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First Claim