Marketing Databases Defined

A marketing database is a structured collection of records or data that is stored in a computer system on a hard drive so that a computer program or person using a query language (asking for data) can consult it to answer queries and retrieve data records. Great marketing databases can be the difference between profit and failure.

A query (asking a question for data, in database terms) is performed each and every time during execution of a search on a search engine. Your term you want to know more about is queried or asked for from a marketing database on a server at Google or Yahoo. The records retrieved in answer to queries are information that can be used to make decisions. The computer program used to manage and query a database is known as a database management system (DBMS).

The model in most common use today is the relational model, which in layman's terms represents all information in the form of multiple related tables each consisting of rows and columns (the true definition uses mathematical terminology). This model represents relationships by the use of values common to more than one table. Contact OPC.

Why are marketing databases important?

All organizations with more than a couple of hundred customers must track information about people including who, what, where, when, why, event attendees, who might or who might support their programs and services. Managing this information is crucial for new sales, order fulfillment, marketing campaigns and more.

A marketing database allows you to manage and use an incredible variety of information easily. MArketing databases are easy to set-up, easy to manipulate and easy to use. A marketing database allows you to maintain and share within your organization order in what could be a very chaotic environment. SpitFire® already has many fields in its database. They include:

Employees and volunteers of organizations have to manage existing resources very carefully. There may not be the resources to hire a full-time database manager or a short-term consultant. Initial data base structure can be very basic, easy to use and to maintain. Databases can be expanded and manipulated as your organization grows and your resources increase. Contact OPC.

Familiarize your self with the jargon used in databases

A "flat" database holds all of the information about a record. The name, address, phone number, meeting attendance, publications ordered, committee membership, and any other information you choose is kept in a single database. Microsoft Excel is an example of a flat database the can store 65,000 records.

A flat database is very easy to manage. All the information is stored in one source. You can see how many board members have e-mail addresses, or how many donors are also volunteers. You can create a variety of different ways to look at the data with input screens, reports, mailing lists and special queries.

The limits of a flat database are not in the number of records you can put in, but in how much information you can track per record. As your organization grows, and more people need to track a great deal of different information about each record, you may want to change to using a relational or shared database. This allows one of your staff to track meeting attendance and program involvement in detail, while another may search detailed information about each record's donation history. But you do not need this when you are starting up. Go with a simple, reliable data base program.

There are a number of different ways of organizing a schema, that is, of modeling the database structure: these are known as database models (or data models). The model in most common use today is the relational model, which in layman's terms represents all information in the form of multiple related tables each consisting of rows and columns (the true definition uses mathematical terminology). This model represents relationships by the use of values common to more than one table containing millions of records. Contact OPC.

Database Software

When using database software, make sure that it at least meets these basic criteria:
It's easy to use or has a way to make it easily connected to, and easy to learn.
It can work on the computers you have in-house.
It can import and export data to and from the most-used software packages. It can export data as CSV or text.
It allows the user to change, add or delete fields of information. Your organization may have a particular information interest in a particular group, and no specialized software can anticipate every organization’s every need.
Users can generate mailing labels, letters, nametags and other customized reports

Specialized Data base Software
Once your organization has out-grown the data base program you are currently using, you will need to consider the purchase of a more complex data management system. Before you invest in specialized database software consider the following:

Are there features on your current data base program that you have maxed out? Will I have more records than my current database can handle. Can my list be used at a smaller size in chunks or will a giant database be better.

Make a list of the features and qualities needed.
Make sure you understand the basics before embarking on a purchase. The knowledge you have acquired on your current database will be extremely valuable. Contact OPC.

What OPC Offers

Request a demonstration of the software from the company that markets it. If a supplier is reluctant to provide training of the software and databases they distribute, re-examine this purchase. Contact OPC.

List Requirements and the cost of Data
As requirements for specific markets go up so does the cost since fewer outlets can provide these specific lists. Age of the data, when was the last time it was updated?

You may be purchasing the most data for the first few years of your businesses call center. You may be purchasing data over the life of your business. Unless you are updating your records continuously your data may be worthless after a certain amount of time, people move and change phone numbers.

How to Buy

Buy Direct from OPC Marketing Contact OPC.

OPC Marketing sales representatives and partners are ready to answer your questions about our products and specific industry solutions — and provide you with the pricing and ordering information you need to make the right decision.

Pre-sales and product inquiries

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For Upgrades to your SpitFire
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Specialized Database Solution Sales
Call 800.859.5924 and select option 3 to speak with an OPC sales representative and get a free assessment of your telemarketing needs.