Grey Code Corporation (GCC) is a media and marketing companyinvolved in magazine and book publishing and televisionbroadcasting. GCC’s portfolio of home and family magazines havebeen a long running strength, but the company has expanded tobecome a provider of a spectrum of services (market research,communications planning, Web site advertising, etc.) that canenhance its clients’ brands. GCC’s relational database containsover a terabyte of data encompassing 75 million customers. GCC usesthe data in its database to develop campaigns for new customeracquisition, customer reactivation, and identification ofcross-selling opportunities for products. For example, GCC willgenerate separate versions of a monthly issue of a magazine thatwill
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