Reflecting on the first few weeks of the semester, when the class first started I was unsure what database marketing was all about. For the most part, I was really unaware to the extent that companies and organizations go through in order to understand their customers. With the help of databases and statistical software packages like SPSS, vast amounts of customer data can be mined and the output can be used to aid firms in reaching their goals. As far as SPSS is concerned, I think that once a person understands how the program works and how to interpret the outputs SPSS can be a very powerful tool. Companies that the do not use SPSS or programs like it are at a big disadvantage when it comes to understanding their customer's needs, wants, and expectations especially if their competitors are using this kind of software. With today's economy, organizations can't afford not to take advantage of this kind technology.