White Paper: Engaging a Database Marketing Agency: Leveraging the Left Brain in a Right Brain WorldAs accountability continues to take center stage within the marketing enterprise, it is more important than ever to quantitatively understand the behavior of customers and prospects and the impact of media. Marketers cannot afford to sit back and wait for the next "big idea" for a major advertising campaign.
According to a Forrester Research report written by Eric Schmitt, "Quantitative, analytical skills are eclipsing media and creative talent to become the most important elements in the discipline of marketing." Marketers need to understand and address the implications of this shift across their entire marketing organization.
However, most marketing organizations today are ill equipped to deal with these new challenges, not because of a lack of leadership or desire, but because of lack of understanding, competencies, processes and infrastructure. For organizations to solve this problem, they must re-engineer their marketing organization, outsource their database marketing functions to an organization solely focused on database marketing, or do a combination of both.
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