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I'm the marketing guy, not the DBA.

By
  • David Marco, Sid Adelman, Chuck Kelley
Published
  • April 01 2000, 1:00am EST

Q:  

I'm the marketing guy, not the DBA. I want to begin collecting e-mail addresses for newsletters. My DBA is resisting an e-mail address-only database. How do organizations handle these data management issues? Any advice or resources we could turn to?

A:  

Chuck Kelley's Answer: Why create a separate database just for e-mail? You already have a database for your newsletters, so why not put a column in that database? Where do you collect the data now? If you are expecting to get these off the Internet, then other options are available, but you may have to pay for them.

Sid Adelman's Answer: A good rule of thumb is that you tell the DBA (or whoever you give your requests to) what you want, the data you need, the format, performance requirements, availability requirements, whether the data should be summarized and how it should be summarized (if at all) and the DBA figures out how to deliver it to you. Assuming the DBA can do a good job, you shouldn't be telling the DBA how to do the job. The DBA should provide you with the capability to access, query, extract or whatever you need to do against your e-mail addresses.

David Marco's Answer: I would be interested in the specific reasons why your DBA does not want to store these e-mail addresses in a database. You stated that you want an e-mail only database. Eventually, you will want to expand this to include more than e-mail addresses. I am the editor of a newsletter, and we certainly store our e-mail addresses in a database along with other various data.

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