Best Practice Report

Profiling the Active Contact Database

January 1st, 2018

Summary

Marketing contact databases should not be treated as an undifferentiated mass with overall size the only pertinent dimension. Understanding the characteristics of contact records provides a basis for classifying and grouping them by relative value. With classifications in place, marketers can focus on activities to progress records and increase their worth. In this report, we describe how to determine what belongs in an active contact database, including how to categorize and assess what should remain.

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