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July 18, 2005 The State Of The Customer DatabaseFindings From Forrester's 2005 Database Marketing Benchmark Studyby Eric Schmitt with Elana Anderson, Jennifer Joseph, Sally M. Cohen |
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Executive Summary
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.
TABLE OF CONTENTS
- The Customer Database Is A Key Corporate Asset
- It's Not Just For Direct Mail Anymore
- Key Operational Issues Remain Unresolved
RECOMMENDATIONS
- Consumer Attention: Handle With Care
- Supplemental Material
- Related Research Documents
This is an excerpt
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