A marketing database must be able to perform all of the mission-critical analytical tasks required for data-driven marketing. Many people think they have a marketing database when, in reality, what ...

Consumers' demand for personalization is higher than ever before. You can leverage the benefits of database marketing to deliver personalized experiences and increase the reach of your small business.

In Part 1 of this article I made the point that IT departments almost always think they can—and should—be responsible for the marketing database. I speculated that this is because, when information ...