Infobright Blog
Columnar Database: A Strong Choice For Marketers
According to Chris Dunne, VP of Market Development for ChoicePoint Precision Marketing, part of LexisNexis, “Improved marketing efficiency, increased intelligence and lower overall costs are all possible with a columnar database structure. Database marketers should investigate the advantages this new approach could bring to their own marketing systems”
As the adoption and use of columnar databases grow in the world of marketing, companies like LexisNexis Choicepoint and others will likely experience significant costs savings as Chris further points out by stating “Another benefit of using columnar database solutions is the lower cost of ownership”. Chris attributes this to columnar requiring “less throughput capacity than their traditional full-table file counterparts, hardware requirements are reduced. Expensive large-scale disks can be replaced with lower-cost alternatives while still improving performance.”
The types of critical information needed by marketing range from understanding and discovering customer usage patterns, customer churn, campaign management, website navigation and customer interactions. All of these sources of information likely land in a data warehouse. The ideal data warehouse for marketing initiatives would be a columnar database because of the nature of the complex queries that marketing professionals need to answer rapidly on a day to day basis. Any other solution would likely increase costs, create lag and friction in getting results to the marketing team and be less likely to see significant returns on investments, especially when open source columnar databases are available at much lower costs than their commercial counterparts.
In fact, Chris points out that “advantage of columnar database is its ability to easily integrate into an existing marketing system simply by feeding data from a data warehouse or from outside sources”.
Chris clearly understands the benefits of columnar database and to gain more of insight, I would encourage you to read an article he published in DMNews found here
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Tags: analytics, columnar, customer+churn, data, database, development, marketing, source
Look for Focus When Choosing A Business and Solution For Your IT Project
With technology and new innovations rapidly evolving in the open source market, there are times when a company or even the team behind the company tend to stray away from their core purpose and focus for delivering a solution to the market. In fact, a few startup entrepreneurs do this full time, constantly bringing new solution by inventing a new company while letting their investment in time, passion and energy from their early ventures diminish rapidly. Instead of staying laser focused, they become less interested over time and do little to help the original venture while the original venture attempts to keep leveraging the entrepreneurs name or background in the forefront of the company.
When looking at a solution that claims to have a well known professional behind the company, where the company keeps touting their name, be sure to understand what that person does on a day to day basis to truly help the company. Are they active in the strategy and planning phases or day to day operations of the company? Are they committed full time or only partially committed. Marketing tends to do whatever they can to leverage the visible entrepreneur behind the company, but before buying into this type of pitch, ensure you understand the full picture. Be suspect if they aren’t giving you a straight answer.
Companies who do have a strong well known entrepreneur behind them will do whatever they can to use the person as a part of their brand imagine. This shouldn’t be about brand image. It should really be about how the person helps the company with a path to success for customers and the business itself. This is the case for Steve Jobs. Clearly the industry understand how important Mr. Jobs is to Apple. Mr. Jobs keeps Apple focused and contributes every ounce of his energy into Apple while also focusing on delivering world class consumer products that consumers love.
When evaluating a startups solution and their business, look for a true partner that is focused on your success not just the name of an entrepreneur or industry pundit that is associated with the business.
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