Presented by Perry at a Direct Marketing Association Luncheon
held on Long Island, New York, June 17, 2010
We build a marketing database for one main goal – to gain a better understanding of our customers in order to increase the customer’s satisfaction and the organizations objectives and to do so as efficiently as possible. A fulfillment file will allow you to meet some of the organizations objectives but certainly not all and certainly not in the most efficient manner. Throughout this presentation it is revealed what you can additionally expect to accomplish with the build of a marketing database and how you can do so profitably. In addition, this presentation dicusses the challenges faced when building a marketing database in the new digital era including data overload, siloed data, and proper campaign attribution.