How to Successfully Manage One-to-One Campaign Databases

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Variable data is still one of the hottest topics around, and we have a great article on tap for one of the trickiest issues involved: database management. Guest columnist Phil Rose explains in detail how to build, maintain, and use a database to build effective personalized marketing campaigns. This article includes specific advice about how to set up data fields to eliminate most errors and how to set up business rules for campaign specifics.