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DETROIT-General Motors’ Buick Motor Division is putting the final touches on a proprietary database system used to track marketing and advertising efforts. It will be a pilot program for the automaker’s other divisions, said Karen Ebben, Buick’s marketing services manager.
The system will compile names of consumers who are targeted by and respond to Buick marketing programs. The data will be analyzed and used by its national agency, McCann-Erickson in Troy, Mich., as well as the agencies that handle Buick dealer marketing efforts, Ebben said.
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