You Know Your Database Needs Refreshing When ...

Databases are dynamic, but also entropic by nature. Left unmaintained, even the best customer or prospect database will degrade and become less useful over time. Often short-term objectives, such as hitting a fast-approaching deadline or testing pilot strategies, are in conflict with longer-term objectives that ensure relevant data is created, stored and made available for easy access and future analysis. It's the quick "work-arounds" that might actually do the most to render your database useless over time. Some of the most common marketing initiatives that can cause a database to need anything from a refresh to an overhaul include the addition of new data, new promotional ideas, new channel execution or response, and new users.