Forrester Research: Forrester Retail Insights Forrester Oval Program: Database Marketing Council:

 12 May 2005
Recent Research
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Demand Is Growing For Traditional And New Uses Of ETL
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Business Intelligence Driven By Compliance, Standardization, And Performance Initiatives
By Keith Gile - April 5, 2005


Save The Date!
As many of you have asked, our next member meeting is scheduled to coincide with Forrester's Consumer Forum 2005, which runs from September 27-28 in New York City. Mark your calendars now!


Upcoming ForrTel
Keeping IT Sane In A Crazy BI World Of Excel
Keith Gile
June 2, 2005, 1-2 p.m. Eastern time

IT gets a cold shiver up its spine at the mere mention of Excel, fearing the data quality and data integrity problems that PC-based datasets lead to. However, one of the most misguided efforts in business intelligence (BI) is to deprive BI business users of their beloved Microsoft Excel and replace it with a BI tool. The ideal compromise is for selected types of business users to continue using Excel for BI functions, but on the condition that it be integrated with a BI platform that controls access to enterprise data while enhancing spreadsheet-based collaboration. This presentation will unveil the results of a Forrester survey on Excel as a BI solution, and we will discuss some selected case study success stories.

If you are interested in listening, please contact me at jbruton@forrester.com, and I will register you.


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Hello Council members,

There's a lot going on this month, so let's get right into things:

May Member Meeting -- Update And Important Information

We're looking forward to seeing many of you at our Council meeting in Miami on May 23-24. An updated agenda is now available, and some additional logistical information on the Event follows below. I look forward to seeing many of you there!

REQUEST FOR ROUNDTABLE DISCUSSION QUESTIONS

In an effort to promote active Council interaction and participation, I am asking attendees to come prepared with two or three questions to ask of their Council peers during the group roundtable session. Even if you can't attend the meeting, I encourage you to send us your questions. Your questions will help drive discussion at the Event and contribute to the session summary document. I will collate your questions (please see samples below) into key topic areas to facilitate the discussion in the meeting. Those topics requiring additional discussion will be flagged for future CouncilTels and meetings. If possible, please submit your questions to me via email by next Wednesday (May 18).

Sample Questions

  • To what extent are direct marketing efforts planned/measured along with mass media?
  • What have other members done to manage disparate data sources for reporting and analysis?
  • How have you driven customer contact optimization strategies if you didn't own the customer?
  • To what extent are others leveraging triggers? To what degree of success?

And Finally . . .
As you continue to work through your initiatives for spring and summer, please don't hesitate to call on me for any assistance. I've had some great discussions with several of you over the past couple of weeks, and I look forward to continuing our momentum into the dog days of summer!


Best regards,



Justin Bruton
Council Manager

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