Database lessons from a directory-services veteran

You could say directories are in Bruce Brownson’s blood.

Brownson's parents founded database company Congressional Staff Directories (CSD) in 1959. When Brownson took over as president and publisher in 1987, he helped transition the company into the online market before selling it in 1996 to CQ Press.

Three years later, Brownson launched KnowWho, which publishes corporate and government directories.  He continues to use technology to grow and reinvent the business. 

As a veteran database publisher, Brownson (right) has some unique insights for publishers looking to better leverage their customer databases. 

First, he advises online publishers to be flexible in building their databases and integrating with existing systems as much as possible. For example, KnowWho’s directory of Congressional accounts and contacts is integrated into Salesforce.com’s CRM software. 

“Our new Salesforce CRM product is an example of what you can do if you build your database correctly—it lends itself to exploiting new opportunities without breaking the bank on development,” says Brownson. “The process includes photographs and biographical data and is seamlessly updated every night.” 

Second, database products must be easy to use – or else not everyone will use them. Just as KnowWho makes its products easy for clients to use – for example, its Outlook Directories product allows users to load KnowWho contacts into their Outlook contact managers – publishers must make their databases easy for their marketers and salespeople to use. 

Third, publishers should mine their databases for customer insights that spur new product development. “The most valuable asset any publisher has is their customer base. If you engage your customers, you should never have to think up a new product—they will tell you,” Brownson says. “Too many publishers have the 'build it and they will come' attitude. The problem is when people come, the product is not what they need.”