Data Management — Takin’ Care of Info

“In the old days, we were asked to print a product and deliver it. We didn’t really think about how well that product or brochure did. Frankly, we didn’t care too much because we weren’t in the mix.Now, we have a vested interest in making sure that when campaigns go out in the mail, they get better than a 2 percent response rate. As a result, we’re trying to learn as much as we can about databases and data management because our success is dependent upon the results we generate for clients.”