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At California-based real estate firm The Norris Group, ten years of customer history and order data were held by an online e-mail marketing vendor. New anti-spamming restrictions and an unstable system introduced costly errors, plus the system lacked vital features The Norris Group needed. After the company brought the data in house, the database progressively degraded and crashed. Chunks of data the company had painstakingly collected over 10 years were lost. That spurred a search for a new solution that culminated in the implementation of Microsoft Dynamics CRM Online. Since migrating to the new solution, marketers have eliminated direct mail to 75 percent of the company's least profitable contacts.
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