Avoiding the Database Quagmire

Many companies are exploring computerized methods to more effectively utilize their marketing data. However, a marketing database may be doomed to fail without careful consideration of the design goals, implementation, and maintenance. This paper focuses on some of the key decisions managers must make to ensure a marketing database is designed, implemented, and managed with success. The guidelines are written in a non-technical manner for professional managers. Key issues for developing a database discussed in the article include how to select a database designer and program; deciding how much historical data to retrieve; determining who in the firm to entrust with database operation; and how to select a system that meets current needs and avoids the "bells and whistles" syndrome, but is flexible enough to meet your future needs.