| Abstract: | The concept of the database audit is relatively new, both in commercial and in nonprofit marketing. This paper sets out the case, benefits, pitfalls and techniques that are part of database auditing. The principles of database auditing are explained, with measurement, comparison, retrospection, trends, top-down, KPIs, diagnostics and other key concepts explored. A typical audit sequence is shown. The benefits of auditing are described, and several supporting tables and chart examples from real charity audits given, including lifetime value, growth and attrition of a database and active/inactive supporter cohorts. The challenges and difficulties experienced in auditing are described, and software tools illustrated. Common pitfalls are described and the future of database audits is predicted. |
