You Know Your Database Needs Refreshing When … July 5, 2005 By Michael Mathias The great promise of database marketing is the ability to connect the right offer to the right person at the right time to stimulate a desired behavior. In practice, however, the best strategic thoughts are often completely diluted by the time they arrive at the point of execution. This dilution can be caused by many factors, but a leading culprit is not having the proper database infrastructure to leverage. Worse, the infrastructure itself, combined with the processes around it, could actually be an enormous constraint. Databases are dynamic, but also

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