Steve Schultz thanks Debra Markham, Marketing Solutions Director for Quaero, for contributing this month's column.

Are you responsible for reporting applications and services that transform raw data into intelligent marketing information? Do you generally get the results you hope for that increase productivity and speed in solving your marketing challenges? Did you receive the accolades you felt entitled to for capitalizing on the right business opportunities at the right time? If you can answer yes to all of these questions - congratulations! However, if the answer is no, then perhaps you need to examine the very real possibility of what may be the existence of multiple spreadmarts that mask themselves as reporting applications across your organization. It is critical that you conduct an honest assessment in order to ensure that your business intelligence efforts will achieve the type of stellar success you are counting on.

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