Strategy: Maintaining a Relational vs. Flat File Marketing Database
What’s the best strategy for your business — and why
Flat File Database
l Initial set-up and development costs are less than a relational file.
l Marketing reports are fairly simple and typically meet most of the marketing needs. If other reports or variations are needed, programming costs could result.
l Often there are no online capabilities.
l RFM information is rolled up with only the first, last and to-date order information visible. No transactional information is available.
- Companies:
- Lett Direct Inc.
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