Lead with Data: Follow with Print
Increasingly, marketing professionals, and indeed enterprises as a whole, are striving to find more effective ways to manage vast amounts of ever growing customer data. Some enterprises are moving towards operational and/or customer communication centers of excellence, which in turn can frequently involve the CMO and have implications for direct marketing activities. Marketers are also gradually increasing the use of personalization within direct mail campaigns. This study will provide insights for vendors and service providers that compete in the direct marketing marketplace. It will help them understand how data is changing marketing initiatives and campaigns, evolving business models, unmet needs and how to position themselves to exploit opportunities that arise from data driven change.