Organization's Database Structure and a Review of Term Paper

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organization's database structure and a review of the 1992 article in the February Direct Marketing Journal by Jay Jaffe called "Small Changes Mean Big Bucks For Insurance Marketers." The paper includes details on some of the database applications we used while I was employed in the insurance industry. Database technology has greatly sped up the industry's ability to services customers and with the new online capabilities provides customer quotes almost instantly. Couple that with the speed and accuracy of the quotes and one can see the benefits provided by the store and retrieve capabilities of databases.

Since the article was from way back in 1992, the technology that we use today could probably not even have be imagined back then. Although it was only 12 years, technological advances in both software and hardware have come a long way since then. The article by Jaffe was about how some a small adjustment by a company's Information Technology department along with a dedicated marketing effort can lead to big financial returns.

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"The effectiveness of a database insurance marketing program is best measured in terms of a comparison between expenses needed to mount a marketing campaign and the marketing allowance generated by the campaign." (Jaffe, 1992) In other words, the article was more or less an explanation of how a database marketing campaign can be used to generate more income for a company.

This article was not really as up-to-date as one might hope because as mentioned, the changes in technology have been dramatic. But the changes in the industry have been equally dramatic. The concept of a database marketing campaign even seems outdated in our highly global and technologically advanced society. I know they are done, but we rely more….....

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