The database team and technology
The marketing database team set the data objectives. They are very focused on getting the right data and using appropriate forms of analysis. They use the latest technology including data mining, analysis and e-commerce. Only data that are necessary and can be made use of are collected, and this is under constant review by the team. A good team is considered vital as it vastly improves the understanding of the information held within the database. The team keeps abreast of technology to ensure continued success, for example, the re-engineering of the database to allow the validation and change of e-mail addresses. As external agencies are used for telemarketing, excellent e-commerce facilities are necessary. E-mail is the primary communications method between the organisation and the agency, and is becoming more important in contacting subscribers.