NCDM 2010: Database marketers must be advocates

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

BtoB Daily News, 12/14/10

The challenges of dealing with a “tsunami” of data and the need for internal advocacy for database marketing are key challenges facing direct and digital marketers, according to a marketing industry “insider panel” today at NCDM 2010, the annual conference and exhibition of the National Center for Database Marketing.

“The ‘DM’ in ‘NCDM’ has changed,” said panel moderator Dave Frankland, senior analyst with Forrester Research, noting that database marketing is shifting to real-time customer intelligence. “Marketers today must start from a cultural point of view, and think about what they have to do differently.”

Citing physicist Isaac Newton’s quote that he “stood on the shoulders of giants,” Frankland, said database marketers “must be the giants in their organizations, advocating for the role of database marketing.”

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