Strategy: Maintaining a Relational vs. Flat File Marketing Database
What’s the best strategy for your business — and why
l Customers who are multidivisional purchasers can’t have their information viewed across divisions.
Relational Database
l Set-up costs are higher than a flat file.
l Purchase activity is viewable down to the item level.
l Customers can be viewed and selected across multiple titles as well as multiple channels.
- Companies:
- Lett Direct Inc.
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