Executive Summary (This is a document excerpt)

We surveyed 124 database marketing executives at large direct-to-consumer companies. Customer databases at these firms play a critical role beyond direct marketing. Many influence other marketing activities like market research and media buying — and nearly half inform corporate strategy. Respondents report significant budget increases in 2005: email and telemarketing are up significantly, and we estimate a whopping 15% to 25% growth in direct mail volume. Despite the growth, many firms still face issues with data quality and program integration, and there is no consensus on outsourcing.

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