DM p3 Contents Feb09.qxp 29/01/2009 12:08 Page 3
Contents
4 News and Events
A selection of the biggest news
from the sector.
10 Opinion
Merlin Stone
How IT governance and project
management can affect higher
level business strategy.
20 White Paper: data
quality
Graham Rhind
The results of a Capscan
sponsored survey reveal a very
mixed picture of data quality
31 TFM&A comes to town
management.
30 Opinion
Chris Bradley
Features
If data is so important, why
don’t we manage it the way we
12 Tailored or off the shelf 22 PAF to enlightenment,
manage our other business
marketing systems? or road to despair?
assets?
James Lawson Rob McLuhan
38 Software Review
Both the more tailored ASP and Despite the fact that the new
James Lawson
the off the shelf SaaS, internet- PAF terms will be active in
Salesforce started life as a pure
delivered marketing system September, the terms have still
sales tool, so how does it fare in
models offer a range of discrete not been published, making
the wider field of marketing?
and distinct benefits - so when marketers, clients and address
is one model preferable to the management software providers
41 US Direct
other? nervous.
Brian Quinton
18 31
Flat is the new up in the world
Marketing in a Putting on a show
of online marketing.
Downturn seminar Antony Begley
Antony Begley Technology For Marketing &
42 Classified
Database Marketing magazine Advertising, the biggest digital,
held its first ever seminar last CRM and data show in the
45 Recruitment
month in London in association business returns to Earls Court
with Marketing Improvement. in London this month.
46 Letters
T: 0845 686 0125 F: 0845 686 0249 E: info@dmarket.co.uk W: www.dmarket.co.uk
Publishing Director & Managing Editor Advertising Manager
Antony Begley Stuart Cal
0141 222 5380 • abegley@55north.com 0845 686 0125 scal@dmarket.co.uk
Consulting Editor Chief Designer
Database Marketing is published monthly by
James Lawson Bryan Mullen
55 North Ltd, Waterloo Chambers, 19 Waterloo
0141 222 5301 bmullen@55north.com
Commercial Director
Street, Glasgow G2 6AY. www.55north.com
T. Paul Begley Junior Designer Database Marketing is distributed free to
0141 222 5382 pbegley@55north.com
Richard Chaudhry qualifying readers. For details on sample copies
or subscriptions, visit www.dmarket.co.uk
Group Advertising Manager
Circulation Manager
Brian McShane
Cara Thomson
ISSN: 1465-2900
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Copyright 55 North Ltd 2008. All rights reserved.
www.dmarket.co.uk Database Marketing February 2009 3
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