To build a successful marketing database, its important that both the marketing and information technology departments understand their respective roles, Jennifer Ryan, solutions delivery director, ClientLogic, noted during her session "Developing Client and Vendor Roles and Responsibilities When Setting Up a Marketing Database" Aug. 1 during the National Center for Database Marketing Summer 2001 Conference in Chicago. The project requires two full-time project leaders from MIS and marketing. The marketing leader needs to concentrate on objective scope and ROI issues, while the MIS project coordinator should focus on data integrity, interoperability, technical standards, security, and mobilize data/subject area experts.
To build a successful project, Ryan says managers should:
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