ALL BUSINESS-TO-BUSINESS companies are building databases today, from the Fortune 500 firms’ terabyte-sized data warehouses to smaller outfits trying to get a handle on their customer information. Regardless of the type and size of the database, though, it’s critical that all companies select the right data for the file. This choice will determine whether the database can provide real value or if it’ll just be a burden.
All too often, once an organization decides to set up a marketing database all intelligent life seems to depart and the
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