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Databases

Information on how to build, set up and manipulate databases, designing a database strategy.

Further reading

Peter Grant presentation Magazine Subscriptions 2004 - 13 Jul 2005
Profiting from your database - identifying your most profitable customers, and keeping them.
Features case study from Haymarket's Marketing

- 13 Jul 2005
'Have we got anything to learn from Newspapers' in terms of data collection, segmentation and customer loyalty

Charles Arthur presentation Magazine Subscriptions 2002 - 14 Nov 2002

Applying customer marketing intelligence - An example of how a leading consumer title used market intelligence to:

Increase new acquisition levels and reduce cost per acquisition
Raise renewal rates and maintain cost per response
Identify new advertiser prospect segments

Darron Gregory presentation Magazine Subscriptions 2002 - 14 Nov 2002
Using your data or Leveraging your most important asset - Presentation on how to set up data systems to achieve your objectives

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