1. A method to generate personalized messages using data stored in a relational database, comprising the steps of: identifying database records in a marketer database, wherein the database records corresponds to a plurality of relational database tables in the marketer database, the plurality of database tables holding message data for implementing marketing campaigns; using a computing system having a processor to transform the plurality of relational database tables into a key-value data structure, wherein the key-value data structure stores a primary key in a key field of the key-value data structure and one or more other data fields of the plurality of relational database table in a value field of the key-value data structure; and generating personalized messages by accessing the key-value data structure.