×

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.

BtoB

How to ease the process when combining databases

Published on .

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.
Most Popular
In this article: