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I'm the marketing guy, not the DBA.

    Ask The Experts published in DMReview.com
April 1, 2000
 
  By Chuck Kelley and Sid Adelman and David Marco

Q:  

I'm the marketing guy, not the DBA. I want to begin collecting e-mail addresses for newsletters. My DBA is resisting an e-mail address-only database. How do organizations handle these data management issues? Any advice or resources we could turn to?

A:  

Chuck Kelley's Answer: Why create a separate database just for e-mail? You already have a database for your newsletters, so why not put a column in that database? Where do you collect the data now? If you are expecting to get these off the Internet, then other options are available, but you may have to pay for them.

Sid Adelman's Answer: A good rule of thumb is that you tell the DBA (or whoever you give your requests to) what you want, the data you need, the format, performance requirements, availability requirements, whether the data should be summarized and how it should be summarized (if at all) and the DBA figures out how to deliver it to you. Assuming the DBA can do a good job, you shouldn't be telling the DBA how to do the job. The DBA should provide you with the capability to access, query, extract or whatever you need to do against your e-mail addresses.

David Marco's Answer: I would be interested in the specific reasons why your DBA does not want to store these e-mail addresses in a database. You stated that you want an e-mail only database. Eventually, you will want to expand this to include more than e-mail addresses. I am the editor of a newsletter, and we certainly store our e-mail addresses in a database along with other various data.

...............................................................................

For more information on related topics visit the following related portals...
DW Administration, Mgmt., Performance, CRM and Databases.

Chuck Kelley is a senior architect in the business intelligence practice for Hitachi Consulting (www.HitachiConsulting.com), a globally recognized leader in delivering value-based business and IT Solutions. Kelley is an internationally known expert in database and data warehousing technology. He has 30 years of experience in designing and implementing operational/production systems and data warehouses. Kelley has worked in some facet of the design and implementation phase of more than 50 data warehouses and data marts. He also teaches seminars, co-authored three books on data warehousing and has been published in many trade magazines on database technology, data warehousing and enterprise data strategies. He can be contacted at chuckkelley@hitachiconsulting.com.

Sid Adelman is a principal in Sid Adelman & Associates, an organization specializing in planning and implementing data warehouses, in data warehouse and BI assessments, and in establishing effective data architectures and strategies. He is a regular speaker at DW conferences. Adelman chairs the "Ask the Experts" column on www.dmreview.com. He is a frequent contributor to journals that focus on data warehousing. He co-authored Data Warehouse Project Management and is the principal author on Impossible Data Warehouse Situations with Solutions from the Experts. His new book, Data Strategy, is scheduled for publication this year. He can be reached at 818-783-9634 or sidadelman@aol.com.  Visit his Web site at www.sidadelman.com.

David Marco is an internationally recognized expert in the fields of enterprise architecture, data warehousing and business intelligence and is the world's foremost authority on meta data. He is the author of Universal Meta Data Models (Wiley, 2004) and Building and Managing the Meta Data Repository: A Full Life-Cycle Guide (Wiley, 2000). Marco has taught at the University of Chicago and DePaul University, and in 2004 he was selected to the prestigious Crain's Chicago Business "Top 40 Under 40."  He is the founder and president of Enterprise Warehousing Solutions, Inc., a GSA schedule and Chicago-headquartered strategic partner and systems integrator dedicated to providing companies and large government agencies with best-in-class business intelligence solutions using data warehousing and meta data repository technologies. He may be reached at (866) EWS-1100 or via e-mail at DMarco@EWSolutions.com.

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