Strategy: Maintaining a Relational vs. Flat File Marketing Database
What’s the best strategy for your business — and why
The more catalog titles you circulate, the more a relational database makes sense. If you maintain a flat file, the data relates only to a specific catalog title or brand. Develop a circulation plan for each title independently. If you maintain a relational database, look at customer purchase history and behavior across all titles.
- Companies:
- Lett Direct Inc.
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