Merkle recently commissioned Forrester Consulting to evaluate how companies perceive and practice "Integrated Customer Marketing." The study explores the role customer value plays in marketing, how companies segment customers, and how they integrate communications across channels and business lines, as well as how they measure marketing success.
Download this free study to learn about key insights gleaned from the report's surveys and executive interviews, including:
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Why many marketers miss the mark regarding their efforts to be customer-centric.
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How marketers over estimate their measurement capabilities.
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What barriers limit the ability of marketers to expand the scope of their customer segmentation efforts.
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How leaders and laggards differ in their approach to customer communication.
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