Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


How to ease the process when combining databases

Published on .

Most Popular
Malcolm Netburn, founding partner of circulation consultancy Netburn McGill, says that combining databases is critical to future success. Here are his recommendations for how to embark on this difficult process.
  • Inventory all current repositories of data including fulfillment systems/services, Web sites, e-mail lists, spreadsheets, existing data warehouses, proprietary directories and reader service records.
  • Define data elements that are essential for a common companywide or publicationwide database.
  • Determine the software/system/company that will be the enterprise database.
  • Purge the individual databases of old and obsolete information.
  • Within each of these databases, de-dup the file and conduct other data cleansing procedures.
  • Conduct data mapping for consolidation into the common database.
  • Determine how data will be fed to the common database on an ongoing basis so it remains up to date.
  • Define basic uses for the common database and make sure that extract and reporting capability is in place prior to implementation.
  • Consider the value of importing nonproprietary available data into the database.
In this article: