21Outsourcing
In fact, I’m willing to bet that better than 90 percent of the businesses currently in-sourcing their e-mail can’t legitimately justify the practice.
—DAVID BERLIND
A marketing database is extremely different than a transactional or operational database. It’s all about the data, getting it right, massaging it, understanding it and making it grow. It starts with messy data provided by us messy consumers. We move all the time and forget to tell you, so you have to run NCOA. We expect you to know who we are, so you have to share data with Call Centers and web sites. We buy things and then stop buying things and don’t tell you why. We do things that change our buying habits completely—things like getting married, having babies and ...
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