Panel Offers Six Ways to Get the Most From Your Database

4. Don’t just rely on technology. To benefit from your data, have an infrastructure in place to analyze it, Geisinger said. People too often rely on software to solve their problems, he noted. Build models to drive your next purchase.

Max pointed out that database analysis allows you to test response. For example, note certain keywords, time of day and demographics. This analysis will help you better manage and spend your advertising budget.