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corporations can dedicate resources to develop the databases to turn all of the data produced by their operations into information that is used to drive the business.

An e-business has the advantage here, as most of their information starts out already in electronic form. It just needs to be captured and stored. Bricks and mortar stores have to get the information into electronic format first if they are going to capture it. Regardless of the source, once the information is captured, it can then be manipulated analyzed and acted upon to help the business meet many different goals.

These goals can be extremely varied - from being able to tell how much of their business comes from blue widgets sold in countries south of the Equator on a Sunday between 6 and 8pm to tracking profit margins on best sellers and the effectiveness of different advertising locations and formats. Each of these are tied together by the capabilities of databases. Properly used, databases are an invaluable tool at turning data into information - turning a flood of different facts into a condensed trickle that can be assimilated and used.

Anybody seeking to understand or build an e-business will be well served by learning about databases. Their frequent use in the infrastructure, combined with the wide variety of ways they can be used makes them critical to the success of many businesses. For those that truly understand their power, databases offer ways to drive e-businesses to levels otherwise unreachable.

Learn more about this author, Jack Thornton.
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