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Chapter 17. Setting Up and Establishing ... > Building an Effective List

Building an Effective List

Structuring a list is the most important part of the creation process because it ultimately determines what you'll be able to extract from the list and how effectively you can manage the list after it's created. Too much time is wasted in business today restructuring lists that were improperly set up.

Before you start to lay out a list, determine what data you will need to compile after the list is created. For example, will you need to compare page views versus the number of people who actually went there or clicked on an ad banner by year, month, and day? After you know what information you need to extract, laying out the list becomes simple. In the list in Figure 17.2, for example, each category has its own heading—Date, Product, Process, and so on. With this layout, data can be extracted as a whole or by individual categories.


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