How to Maintain Your Housefile

Accessing the Data

Once your database is constructed, the next challenge is to ensure that your staff has adequate access to the data. To make intelligent marketing decisions, organize the data so it can be reported on quickly and cost effectively. Typically, this begins with a standard set of static reports that provide simple metrics on some common variables, including RFM and gender. Such reports can be produced either as hardcopy or sent electronically.