Database Management: Get to Know Your Customers Even Better

Best-practices database content provides a consolidated view of all customers and inquirers across all channels, including catalog, e-commerce and — when applicable — retail. It’s as robust as the underlying methods of data collection are capable of supporting. The complete history of transactional detail and relationships must be captured, because high-quality content supports deep insight into the behavior patterns that form the foundation for data-driven decision-making. Everything, within reason, must be kept, even if its value isn’t immediately apparent.