Building a state-of-the-art marketing database can be a successful project— if marketers and information management personnel use the right template to complete the project.
“Marketing has to own the project and assume complete responsibility and MIS has to be proactive and embrace business goals,” 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. Ryan offers these guidelines for building and implementing the template:
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