Best Practice Report

Best Practices: Socializing The Customer Database

How Leading Firms Leverage Customer Insight Across The Business

July 23rd, 2007
Dave Frankland, Vice President, Research Director
Dave Frankland Vice President, Research Director
With contributors:
Elana Anderson , Jennifer Joseph

Summary

Marketing leaders working to drive customer centricity within their firms recognize that left-brained, quantitative skills are crucial for success. These marketing execs often spend millions building the technology infrastructure required to create a comprehensive view of the customer and the "customer insight" team to mine it. In many firms, this asset — the customer database and the team that owns it — plays an increasingly pivotal role within the enterprise. But not all of these groups share the same success. This report focuses on best practices for "socializing the customer database" in order to extend the value of customer insight throughout the enterprise.

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