Successful database marketers conduct tests. They do the back end analysis to determine the ROI of each test, and the effect on long term lifetime value. They must be able to use lifetime value to sell their programs to top management and to get their budget approved. Great database marketers are at home with numbers. Ability to be a change agent within your company .
Database marketing requires change in most organizations if it is to succeed.
The way the mortgage department treats customers will determine how the same customers react to an offer for a savings account, a money market fund, or an auto loan. For database marketing, companies have to be organized and compensation provided on a customer segment basis. The segments should really be set up by spending levels. Database marketers have to push for such organizational changes. They also have to push for operational changes, as well.