jerryking + marketing + latent   1

A Mindset, Not a Technology | Folio: The Magazine for Magazine Management | Find Articles
Dec 15, 1999 | Folio: The Magazine for Magazine Management | Tony Silber.

But technology improvements only enable. They're a means, not the end. The real commitment has to be a companywide understanding of how valuable a fully developed database marketing operation is--especially for magazine publishers, who, because of their lists, already have a rather sophisticated picture of their customers. Database marketing--data mining, data warehousing, one-to-one marketing, whatever you want to call it--is really a mindset, an approach, a framework for doing business. And it remains, to me at least, unclear how many publishing companies are really maximizing the inherent, but often latent, value of their databases. That's why we decided to do this issue.
data  data_driven  databases  marketing  frameworks  Condé_Nast  mindsets  latent  companywide 
july 2012 by jerryking

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