Executive Summary (This is a document excerpt)

We recently surveyed 49 database marketers about their outsourcing activities and plans. On average, respondents employ nine outsourcers to assist in their database marketing efforts. Most would like to consolidate, but few think it feasible within the next year. The most commonly outsourced functions today are data procurement, hygiene, and creative. But in this year's deals and renewals, firms will also seek out expertise in marketing strategy, program management, customer analysis, and advanced analytics.

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