You Know Your Database Needs Refreshing When ...

Keeping your database fresh needs to be native to the way marketing is done, not an afterthought on a "to-do" list that never takes priority. A small investment in planning up front is the best way to ensure that data is ready to drive your marketing program.

Michael Mathias is the senior vice president, client management services, at Merkle Inc., a Lanham, M.D.-based database marketing firm. For information, log on to www.MerkleNet.com.