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Decision Advantage

Requirements for a Successful Relationship Marketing Project
A successful relationship marketing solution is one built on a solid, yet flexible infrastructure that anticipates the organizational and technical requirements of today—and well into the future. Here are just a few of the most important requirements for any relationship marketing project.

  Find an executive sponsor with a customer-centric vision
  Deliver project phases and business benefits in 3 to 6 month intervals
  Create and manage realistic expectations at all levels within the organization
  Involve end users to foster project ownership from the beginning

  Develop a data warehouse to serve as the relationship marketing foundation
  Integrate data from all relevant internal and external sources
  Invest in scalable technologies that can handle inevitable and explosive growth
  Use data warehouses or marts to support end-user analysis of customer attributes
  Provide simple, yet powerful interfaces that match the needs and skills of the end users
  Update data from source systems on a daily or weekly basis
  Continually address data quality, depth and breadth

A C-Byte Decision Advantage Relationship Marketing solution enables an organization to maximize customer value—one relationship at a time. For more information about a C-Byte Decision Advantage RM solution, visit our Web site at or call your local C-Byte office.

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