DATABASE MANAGEMENT — DATA INTO DOLLARS

“Marketers today, more than ever, understand the power of data in the marketing planning component of campaign management,” he says. “But many are frustrated by still being reliant on static reports or internal IT resources to deliver information.”

The challenges in providing database management services are both tactical and strategic, adds Bowne’s Beitler. “From a tactical perspective, the initial challenges occur when a customer needs changes after data integration processes have already been defined and executed,” she contends.