Sheer volume of data requires a move beyond relational databases

By David King, CEO, Fulcrum, DMNews.com, as posted on Presort.com--Relational databases - matching data by using common characteristics to better understand them - won the hearts and budgets of marketing departments in the 1990s. Today, a relational data store is part of the core requirements of nearly every RFP that we receive. Relational data has limitations in multichannel marketing, but technology is progressing to fill the gap. Read more!

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