David Williams, Merkle Inc.,

David Williams is the president and CEO of Merkle Inc. Reach him at dwilliams@merkleinc.com.

Most Recent Articles by David Williams, Merkle Inc.,

The rise of enterprise database marketing

The rise of enterprise database marketing

Database marketing (DBM) is quickly evolving in relevance from a direct marketing tactic to an enterprise-level business process and strategy that delivers improved marketing ROI. Only a few years ago, most organizations did not have a global leader of DBM and most database marketers did not even have direct access to the CMO. Now, CMOs and key executives are recognizing the true value of DBM across the organization. (This article appears in the 2008 edition of the Essential Guide to Lists, Database Marketing and Data Services.)

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