Executive Summary (This is a document excerpt)

A midyear survey of 49 senior marketers reveals that database marketing budgets and influence are rising. According to these database marketers, customer analytics and data quality are the two functions most critical to program success. Respondents identify their greatest challenge as the lack of a coordinated enterprise customer contact strategy. Not coincidentally, nearly three out of four believe that their database marketing efforts should be more centralized — and two-thirds say they are on this path now.

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