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More with less: The changing world of database marketing in today's economy

CONTINUALLY UPDATING DATA

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In short, Hayden said, it's a process of continually updating a rather stable database of prospects based on their actions and current responsibilities, segmenting them accordingly and having sales work them hard. While it's tried and true for Sage, it may also be a more prominent mindset for database marketers in general. “There's no doubt that with the economic downturn, the business case is critical for database marketing,” said Naras Eechambadi, founder and former CEO of customer analytics consultancy Quaero, and now senior VP-general manager of the company after its acquisition last year by CSG Systems. “You build an ROI case on the customer life cycle, looking for where your biggest bang for the buck is and where to prioritize, and then overlay that on your database.”
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