At one time or another, every company evaluates the alternatives of developing their customer database using in-house resources versus outsourcing it to a database marketing service provider.
The desire to focus internally versus externally is usually driven by twin objectives: to maintain control of proprietary data and to control costs. The idea of having all corporate customer data available and accessible at your fingertips in a multichannel, all-encompassing data warehouse is every marketer’s dream — delivering this at an economy of scale is the dream of every corporate comptroller.
Reality intrudes. All too often, when executed in the real world, these objectives are at counter purposes to each other.
http://www.dmnews.com/pdffiles/outsource.pdf
