Amid all the hype about "Data Mining" and "Data Warehousing" and "Data Copulating," etc. it's refreshing to find a point of view that puts the database into a perspective that the rest of us can understand. That's what Nick Poulos has done in the September 97 issue of Target Marketing magazine (http://www.targetonline.com). Nick is VP of Hunter Business Direct (414-332-8050), a strategic marketing agency. His "12 Database Marketing Principles" are worth checking out. He details each in the magazine. They are:

1.  Understand that successful database marketing is not a technology issue.
     
2.  Draw a picture or process diagram of how the marketing database needs
    to work.

3.  Focus on any output which will be used outside of your direct control.

4.  Develop an effective customer contact plan. (I'm always amazed at how few of
    my clients have ever queried their customers. - GD)

5.  Do not equate direct marketing with direct mail or telemarketing. (Or as the
    Buddhists say, when pointing at the moon, don't mistake your finger for the moon.)

6.  Build the database manually first, before you automate it.

7.  Collect only data that will absolutely be used in the next 12 months.

8.  Be rigid, not flexible.

9.  Use a simple but proven software package.

10. Centralize all data entry, and validate outside input files.

11. Build and refresh your database online with telemarketing.

12. Build a prototype -- not a pilot.

The publications referenced here are highly recommended for anyone who intends to conduct direct marketing on a regular basis.