Today in class we looked at the website of PersonicX which is a company that has different customer segmentation tools available for other companies to purchase. The website consisted of a descriptions of different types of customer segments. There are a lot of different segments and they are divided by demographics as well as other factors. Companies could buy this information and use it to target a specific customer segments or to better understand the segment they want to target. We also discussed customer databases and how they are a list of customer names to which additional information has been added in a systematic fashion. Database enhancement is they act of taking information from a company like PersonicX and adding or overlaying that information to customer records to better describe and understand the customer. Then once the customer database has been optimized it they can be mined (the process of using statistical and mathematical techniques) to get the best kind of customer or segment information possible.