Moving Information

In terms of effort, what is the difference between tactical marketing and loyalty marketing?

When someone is asked to produce a file for a one-off purpose, then the quote returned is often just as small as anyone visualising the information movement would imagine. That is, you pull the data from here, you match it against this, you split it like this, then you move it to there. Easy.

Yet when asked to produce the same file, but supplied regularly, that is often not just a little harder, but sometimes orders of magnitude more difficult. Because the supplier is not being asked to produce a particular product, but instead asked to produce a process. It is the difference between asking for a widget or asking for a widget factory.

But increasingly, as the lost customer data proves, even the one-off request is going to need a full process. The world is going to slow down.