DATABASE MANAGEMENT — DATA INTO DOLLARS

While maintaining a secure environment for customer databases is of extreme importance, it is not the only challenge when offering these services.

“Customer data is only valuable in support of marketing if it is actionable in driving relevant communications. Many clients focus too heavily on compiling all available data versus looking at what data is most important for better marketing and focusing on optimizing the cleanliness and use of that data,” Transcontinental Direct’s Neumann points out.