Six Success Factors For Outsourcing Customer Analytics

July 11th, 2008

Dave Frankland Vice President, Research Director

With contributors:

Suresh Vittal , Cliff Condon , Emily Bowen

Summary

Customer analytics is a critical function in leading marketing organizations. Leaders leverage customer analytics to optimize campaigns, dictate contact strategy, and boost profitability. But analytic resources are in short supply, and many organizations turn to outsourcing to fill the void. In this report, Forrester describes different options for outsourced support and demonstrates the benefits and challenges of each. Based on interviews with more than 30 marketers and analytics service providers, this report also identifies six obstacles that marketers should avoid when evaluating their outsourced analytics options.

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