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If marketing is the goal, Yu said, databases must provide a "buyer-centric" view—not just brand-, division-, channel- or event-centric views. "That must start with the proper definition of an individual, but unfortunately, most databases are not capable of answering a simple question like 'How many 24-month active customers do you have?' If the answer is: 'We have a million-ish email addresses,'" he continued, "well, that is not even close."
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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