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For Customer Insights Professionals

Should You Engage In A Customer Intelligence Safe Haven?

Why Marketers Must Create Partnerships To Succeed In The Future

February 23, 2012

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Why Read This Report

The notion of a "safe haven" in customer intelligence (CI) isn't new; for years, direct marketers and catalogers have relied on cooperatives for their customer acquisition needs. But in the digital landscape, safe havens have taken on a new significance and are expanding to fill two crucial needs: improving targeting and developing a more complete view of the customer. This report examines the new models and the factors driving their development and highlights where Forrester sees their place in the CI landscape.

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Table of Contents

  • Behavioral Data Is A Cornerstone of CI — But Not Everyone Has Access
  • Safe Havens Promise A Consumer-Marketing Rosetta Stone
  • Marketers Should Prepare For Safe-Haven Collaboration
  • WHAT IT MEANS

  • Safe-Haven Marketing Requires Collaboration And Cooperation
  • Supplemental Material
  • Related Research Documents

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