No computer? No Comment. (Financial Times installs corporate database marketing system) (Marketing Technique: Direct Marketing)

The FT invested [pounds]250,000 in installing a state-of-the-art corporate-wide database system to assist its marketers in understanding more about their customers.

There was a time, not that far back, when the main priority for anyone intent on installing a company-wide customer database was to unravel a heap of technological knots.

In a relatively short space of time, however, developments in technology mean the emphasis can be put where it is most needed for success: persuading people that the changes are not threatening but will enhance the way they do their jobs.

This is one of the key lessons from the Financial Times experience. The FT has just completed a 12-month, [pounds]250,000 installation of …