"Have you ever had to restate numbers to senior management? Have you experienced more than two database marketing errors in the past 30 days? Does it take more than 24 hours to get basic business questions answered? If you answered "Yes" to any of these questions, you may be experiencing critical underlying problems with your database. This session is designed to arm marketers with the five critical requirements for effectively managing a marketing database. Learn proven management strategies for ensuring that the marketing database continually meets company needs, including identifying when and how to update your vendor choices.

You will learn:
• To identify problems in marketing databases before they become serious
• How to ensure your marketing databases meet business requirements over time
• How to know a vendor switch is needed and how to respond"