Single customer view. Real-time insights. Customer engagement strategy. Buzzwords? Sure. But each one is crucial for revenue growth and more efficient marketing, and none of them can be achieved without a robust database marketing strategy. We recently tackled the world of customer database services in two reports.
The Forrester Wave: Customer Database And Engagement Agencies, Q2 2018 report evaluates the Leaders, Strong Performers, Contenders, and Challengers in the category. But since it’s nigh impossible for these eight agencies to serve all marketers, we also wrote a second report, The State Of Marketing Database Services: Everything Old Is New Again.
We uncovered a few truths during our nearly six months of research:
The marketing database landscape will continue to evolve as privacy regulations proliferate across the globe and as new vendors like CDPs and CIAM vendors expand their offerings, but it is clear that “old-school” database marketing is back. That means it’s never been more important for marketing leaders to choose the right partner to help manage customer data and insights.
We invite you to read both reports and reach out to us via inquiry for a deeper dive on any of these vendors or the Wave process.
(This post originally appeared on the Forrester Research blog, which can be viewed here).
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