4.1 Marketing database essentials

What is a marketing database?; Types of marketing database; Changing demands on the marketing database; The essential elements of a marketing database; Organising the data; Sources of data; Validating, loading and cleansing data; Deduplication; Getting reports from a database; Data manipulation – working with the data; Data analysis – understanding the data; Techniques to improve database performance; B2B considerations; Dos and don’ts of building a marketing database (IDM Marketing Guide, 22 pages)

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