Strategy: Maintaining a Relational vs. Flat File Marketing Database

Application for future housefile promotions. With a relational database, you can segregate your best buyers based on various queries. A cataloger can keep narrowing down its criteria until it has created its best buyer file for the desired quantity.

Application for merge/purge. You can query housefile segmentation to verify service bureau accuracy. You also can keep scores and other demographic selects on the database This, as well as housefile promotion information, can help you create a contact strategy. When multiple titles are processed on a relational database, models can be built for cross-buyer usage.