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For B2C Marketing Professionals

How Interactive Marketers Should Ask Users For Data

Best Practices To Make The Most Of Explicit Data Collection

October 5, 2011

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Why Read This Report

Data provided directly by customers and prospects is an essential driver of interactive marketing success. But in today's rapid-fire digital landscape, inconsistent standards, technical complexity, and privacy concerns challenge interactive marketers who ask customers for information and permission. The consequence: squandered opportunities for re-marketing and analysis. Interactive marketers should follow best practices and elevate the importance of data collection within their organizations to accelerate database growth, improve customer analysis, and develop higher-performing marketing communications.

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Table of Contents

  • Explicit Data Collection Fuels Marketing
  • Confront Challenges By Embracing Standards And New Channel Capabilities

  • "Czars" Will Coordinate Multichannel Data Collection
  • Supplemental Material
  • Related Research Documents

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