MARTECH | ROI-METRICS

How Marketing Databases Differ from Operational Databases

|  by Chief Marketer Staff

A marketing database must be able to perform all of the mission-critical analytical tasks required for data-driven marketing. Many people think they have a marketing database when, in reality, what they have is an operational database. An operational database supports essential "nuts and bolts" tasks such as customer service, fulfillment and inventory management. But, it…

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