Are You Equipped?
This experience is not at all unique. Contrast this story with the database experience of companies like Microsoft, Pizza Hut, Western Union or Nestle. All of them have large data centers, yet they have elected to have their marketing databases built and maintained at outside database service bureaus.
Arthur Middleton Hughes is vice president/solutions architect at KnowledgeBase Marketing, which builds and maintains marketing databases for companies. He is the author of "Strategic Database Marketing," 3rd Ed. (McGraw-Hill 2006), and he serves as senior strategist for e-mail marketing firm, e-Dialog. He can be reached at firstname.lastname@example.org.