Forrester surveyed 224 direct and database marketers in Q3 2008 to understand their marketing technology usage, plans, and budgets. Direct marketers tell us that insufficient measurement and a lack of a centralized view of their customers limit their marketing programs. Respondents continue to fixate on customer experience and look to a wide variety of optimization technologies to support their efforts. Costs and functional fit continue to drive most marketing technology decisions. But marketers aren't picking technologies on their own — IT continues to play an important role in the selection process.