In two paragraphs, describe some techniques Ryan could use to help identify internal and external duplicates in his company’s marketing database. Describe how you would build a marketing database to minimize duplicates (use a paragraph). Are there operational methods that might cut down on this problem? List them. Who else in the organization could help with this process? Provide a brief list. In a paragraph, recommend methods to Chandler and your other systems analysis team members that can be used to help enlist and secure the assistance of other relevant organizational members.

“Market share can be a real problem,” says Ryan Taylor, director of marketing systems for a large East Coast health insurer. “One of the greatest challenges we face is how to identify good leads for our salespeople. With over 50 percent market share, we must eliminate the names of most of the prospects we buy before populating our marketing database. It is critical that we get it right because our marketing database is a critical part of our company’s arsenal of strategic information tools.”