Nuts & Bolts: Book Club
“It is impossible to effectively innovate—or even manage—a process that you don’t understand in detail,” writes database expert Arthur Middleton Hughes in the foreword to fellow database authority and KnowledgeBase Marketing colleague Richard Tooker’s “The Business of Database Marketing” (RACOM Communications, 2006). He is paraphrasing one of the many truisms Tooker extols throughout the book, but he might as well be summarizing the publication’s raison d’être.
As Tooker explains in his preface, the goal of this book is to provide a holistic explanation of how all the pieces of the database marketing process fit together from a business perspective—not just an overview of technology or an explanation of how to perform different types of analysis, but a thorough discussion of the big picture, something he acknowledges many marketers just don’t have the time to look at.
And it is clear that this book was written with the needs of a marketer in mind, from the buzzword glossary that keeps acronyms and industry speak from getting in the way of understanding, to the structure of the 20 chapters as stand-alone articles so that they can fit into a time-strapped marketer’s schedule. It’s also clear that Tooker did not write this book just because he has something to say, but rather because the industry needs this sort of discussion before it can move forward.
—Tracy A. Gill