Wednesday, 8 February 2012
Is your database built on quicksand?
So honestly ask yourself the question - Is your database built on quicksand? Are you constantly topping up whilst the bottom falls out of it every month? This strategy of diminishing returns can't go on forever!
In the case of databases, size simply doesn't matter. The boast should be 'I've got a database that generates 10k customers for me/my clients every month! Care about the size of the return not the number of random email addresses on file. This is something Groupon perfectly exemplifies as a marketing machine. Their model tells them exactly how many customers they deliver for their advertisers every month. It is the role of the advertiser to package up the right incentives and margins to create long term value from the campaigns.
So try to change the mindset away from size of database towards size of return. This focus will help build the proper foundations for a database judged on engagement and value. Then pretty soon you'll be boasting about its performance but never its size.