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Unwrap the Promise of Your Data: Strategies for Building a Quality Database. (Database Marketing).(Brief Article)
Target Marketing, December, 2001 by Hinman, Don
As A DATA CONSULTANT, I spend much of my time answering questions about customer information and how it is used to improve revenue and business operations. But with all the advanced data products available today, the question I hear most often is: "How do I build a quality database?"
This question illustrates data's current place in the corporate world. For many corporations, customer data are partially unwrapped presents under the Christmas tree--so promising, so big and impressive. So intimidating. Yet many companies can't take advantage of the data products on the market because they don't have the framework they need: a quality database structure, thoughtfully prepared by professionals.
Here, then, is a guide to establishing a useful,...
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