Strategy: Maintaining a Relational vs. Flat File Marketing Database
What’s the best strategy for your business — and why
Other Benefits
Some other benefits of a relational database include the following:
Applications for roll-ups and aggregates to various levels using detailed information on the database. With a relational database, catalogers can use the product category level information (even down to SKU), purchase channel and repeat purchase rates for any given period and from any given segment — and back validate RFM selections. With a relational database, you can view full transaction history so you can see, for instance, if a customer has only purchased on the Web or through the catalog.
- Companies:
- Lett Direct Inc.
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