General Electric Service Management Inc. built a customer relationship management program and marketing database that contains information on 50 million consumers, 72 million appliances and supports up to 80 marketing programs per week. But it was a fundamental approach and sticking to the basics that helped GE construct a site that works in a direct marketing environment where only 16 percent of all CRM projects are rated a complete success. "Database design matters and no tool can overcome a poorly designed database," Steve Sheltz, database manager for GE Service Management told attendees Tuesday, July 31, during his session Putting the Database Back into Database Marketing at the National Center for Database Marketing Summer 2001 Conference in Chicago. "It takes more than loading lots of data into Oracle to make a marketing database."
To build a successful program, Sheltz says database administrators and marketing directors should:
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