Summary
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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