July 7, 2005
Organizing For Customer-Centric Marketing
Evolving Database Marketing To Drive Customer Strategy
by Elana Anderson
with Eric Schmitt, Jennifer Joseph, Sally M. Cohen
Executive Summary (This is a document excerpt)
Marketing communications is shifting away from mass media toward an approach informed by deep audience knowledge. This places database marketing groups — and the customer insight they have amassed — into the organizational spotlight. But many of these groups play a service-focused role that hampers customer-centric communication. To help firms map out a vision, road map, and skills portfolio for customer-centric direct-to-consumer marketing, Forrester has developed a four-stage maturity model.
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This research is the culmination of a year-long study of database marketing organizations. Forrester interacts with hundreds of user firms at various levels of database marketing sophistication. To complement these day-to-day research interactions, we conducted an online survey of our Database Marketing Research Panel, which received 124 responses. In addition, we interviewed individuals from more than 30 end user firms, marketing services companies, and software suppliers. Related Research Documents
September 27, 2004, Market Overview
August 30, 2004, Best Practices |
The Role Of Database Marketing Is Inconsistent
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