Executive Summary (This is a document excerpt)

We surveyed 88 UK marketers who outsource database marketing services about their outsourcing habits and preferences. Most turn to service providers for database, analytics, and measurement but keep them away from their strategy, creative, and campaign management activities. Not surprisingly, they value their vendor's technical capabilities, and marketers overall are very satisfied. Some questions linger, however, regarding vendors' resources and ability to deliver as promised.

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