MARTECH | NEED-TO-KNOW-NEWS

How Marketing Databases Differ from Operational Databases

|  by Chief Marketer Staff

A marketing database must be able to perform all of the mission-critical analytical tasks required for data-driven marketing. Many people think they have a marketing database when, in reality, what they have is an operational database. An operational database supports essential "nuts and bolts" tasks such as customer service, fulfillment and inventory management. But, it…

Look for More Data Diversity in the Years Ahead

|  by Chief Marketer Staff

There's been a lot of talk among direct marketing industry veterans about reinventing themselves in the digital age. And this, of course, is followed by a crowd of social media consultants with creative concoctions for how to prosper in times of change.

Chief Marketer Videos

by Patty Odell

Ashley Schacher, Director, Events & Sponsorships, Pernod Ricard, on why it makes sense for big brands like MasterCard to stick with campaigns that work. #PROMONext

	
        

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