Forrester: Database Projects Hinge on 3 Skill Sets
In the report, "The Value of Database Marketing Service Providers," Schmitt said that though some companies such as CVS and Lands' End have built and managed world-class marketing programs on their own by using in-house skills and commercial software, many organizations turn to database marketing service providers to reduce risk, plug skills gaps and craft strategy.
Schmitt said that firms looking to hire such a service provider must sift through a confusing vendor landscape. To help expedite this process, Forrester plans to publish an evaluation of 10 leading database marketing service vendors.
The vendors are segmented into three camps: purists, which include Epsilon, CSC Advanced Database Solutions, Merkle and BeNow; diversified service vendors, which include Acxiom, Experian, Fair, Issac & Co. and Harte-Hanks; and agency subsidiaries, which include KnowledgeBase Marketing and Rapp Collins Worldwide.