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When I teach classes on e-commerce and web sites here in Austin, one topic that constantly elicits either yawns or fearful, wide-eyed stares is the subject of databases. Everyone uses databases in one way or another — they power your accounting software, they run Google and a million other web sites, they might even be running on your smartphone — but the mention of databases tends to make people’s eyes gloss over. Databases are dry, uninspiring tools to store information. In and of themselves, they offer little in the way of excitement. Hook them up with the right software, however, and they work magic.

Databases derive much of their power from structure. When you impose a structure on data you can organize it, search it and report on it. Add relationships to the mix, and you’ve got real juice. A list of all your customers is a good thing, but tie every customer to their invoices, orders, quotes and phone calls, you’ve suddenly got a complete system for managing your business. Companies charge quite a bit of money for these kinds of systems, and if you’ve got the scratch, they can have a huge impact on the way you run your business.

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