CRM: Tapping Into the Power of Your Database

6. Treatments: ability to define different marketing messages to different segments within a campaign (e.g. send a 20-percent discount offer to one market segment, and send a 10-percent offer to another segment).

7. Randomization: ability to market to a random subset of the marketing group.

Cole says to first look at infrastructure issues. Be sure the size and electronic structure of the database is appropriate for your needs. Look at the software’s analytical capabilities. Does it allow you to see complex marketing models using data visualization? What are the technology’s graphical capabilities? And don’t forget that hardware and platform requirements must be compatible with your company’s existing systems, or you’ll end up spending more money than it’s worth.