Drake Direct - Database Marketing Consultants - Building a Profit Producing Database

Presented by Perry and Rhonda Drake at the Annual Circulation Management Conference, Hyatt Regency, Chicago, June 14-16, 2006

Advertising uncertainties and mounting costs are putting increasing pressure on publishers to develop new revenue streams, and many are looking to their databases as assets that they can leverage beyond list-rental revenue. At this session, you will learn how to create, augment, and leverage a powerful reader database.

Topics discussed include:

Why build a marketing database
Top reasons why we fail
What functional areas it is must support
Profit drivers
Who will be using the database and what is must deliver
What should be stored on the database
How often should the database be updated
Dashboards and other tool considerations
Should the database be built in-house or outsourced
Quantifying profit

Building a Profit Producing Database...What Every Marketer Needs to Know to be Successful

Presented by Perry and Rhonda Drake at the Annual Circulation Management Conference, Hyatt Regency, Chicago, June 14-16, 2006

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