Get valuable insights into database marketing fundamentals. In this session you’ll learn basic principles behind using databases in marketing and relationship building. We’ll explore the benefits of database marketing, how to judge if you need a database, and whether to build it internally or outsource it. Understand who to involve in the decision process, universal constraints and best practices, and hear the ten great myths of database marketing. We’ll discuss how the data can help form more powerful messaging, why a database is critical to digital marketing, how to use it to drive consumer interactions and increase marketing velocity.