Steve would like to thank Tangirala C. (TCS) Sarma, SVP, Western Operations of Quaero Corp. for contributing this month's column.
Design of the marketing database is critical for successful marketing implementations. The majority of the marketing implementations that fail do so because either the database design is not geared toward satisfying client requirements, or sufficient time and effort have not been invested during the design phase of the project. More often than not, due to IT department development backlogs, the overriding marketing database design parameter is ease of implementation rather than usability of the model and end-user requirements.
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