Abstract: The present invention involves a computer system and method which implements a marketing management system. The computer comprises a processor, at least one database containing marketing information, and a database segmentation manager the segmentation manager is coupled to the processor and database. The database segmentation manager includes a node organizer for maintaining concatenated nodes defining a subset of data from the database. The node organizer includes a dataset node for creating a subset of said database according to query criteria and creating a temp table storing a portion of the fields and rows obtained by the query criteria. The segmentation manager further includes universe display software enabling an external user to view the database and nodes. The computer further has a graphic workflow manager capable of providing a visual representation with a plurality of items from the database and having a place and an order of a plurality of work tasks relating to the database.

Abstract: A software system and method is disclosed for creating and maintaining an audience member database based on multiple source audience member databases. Rankings of relative accuracy of data elements of each source database are maintained. To determine whether a given source database record represents the same audience member represented by a record of the target database, comparisons are made of various non-encoded and encoded fields of the respective databases to identify the most closely-matching target database record. If such a record is identified, only those fields from the source records that have a higher accuracy ranking than the fields in the target database are updated. The target database itself may be directly editable and its fields may be associated with accuracy rankings. Optionally, the user may select parameters to specify how closely candidate match records must match in order to achieve the optimal balance of speed vs. accuracy.