Marketing with Relational Databases{2}

by Wendy O

Databases used to be stored on mainframes; which, by today’s standards is extremely unacceptable. Mainly due to the slow and difficult processes of editing a flat file. According to Arthur Hughes, it is extremely important that not only the IT department understand the structure of a relational database, but that Marketing departments should as well. This will allow the marketers to understand the proper collection and use of customer data, and it will ensure that what the IT department is developing will meet the needs of the business. In this article, the values of fields, tables, and records are defined, in addition to the importance of keys and the relationships between each table.


This article is related to chapter one because it explains the importance of Relational Databases versus the archaic flat file mainframes. It defines the advantages of a relational database to marketers and their business rules. Arthur Hughes, the editor, does a great job at defining how to use relational databases for marketing purposes.

I agree with the author in regards to marketers educating themselves in understanding the structure of a relational database. I’ve worked on several projects, and in most cases, the business does not always understand the complexity of a database and how relations work between tables. I don’t believe that it is the marketer’s responsibility to completely understand the functionality; however, they should understand how their records are stored. This is extremely helpful when gathering requirements, especially for reporting purposes, and for any future updates to their systems.


Hughes, A. M.. (2011, October 01). How a relational database helps marketers. Retrieved from Http://www. Dbmarketing. Com/articles/art223. Htm.