Successful Customer Database Management
Presented by Dr. Debra L. Zahay, Assistant Professor of
Interactive Marketing at Northern Illinois University
Most marketers would agree that customers are our most valuable
resource, and the ability to leverage customer data is a critical
success factor for modern enterprises. Despite universal agreement
on the importance of the customer database, implementations
continue to disappoint with alarming regularity due to data,
process and technology issues. Based on extensive academic study
and commercial validation, this presentation discusses six steps to
customer database management success. Marketing Services Providers
cannot afford to miss this session’s deep insight into the
challenges faced by marketers and the strategic issues surrounding
database marketing in modern end-user organizations.
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Successful
Customer Database Management - Presentation (845KB)