Database Marketing Database marketing consists in determining who are the best clients for targeted product or service promotions. OLAP techniques are used on internal, or externally purchsed, databases of customer information. By combining internal information about historical purchases with other client information it is possible to create a model which determines future purchases. Once the preferred client profile and purchasing habits have been established, the clients that conform to that profile can be offered products or services when they are about to make a purchase. Those clients that have some, but not all, of the characteristics of the preferred customer profile can be offered products or services that they don't already buy.