Written by key Customer Intelligence Analyst Fatemeh Khatibloo, with the help of veteran Research Director Dave Frankland as well as Allison Smith, the first report is entitled “US Database Marketing Service Providers: Alternatives To Consider” and focuses on several emerging players including Direct Partners. It’s an extension of the “Forrester Wave” series and designed to help decision makers find the right service provider.

“Welcome to the Age of the Customer.”

Josh Bernoff, Forrester SVP of Idea Development and author of “Groundswell” and “Empowered” has declared the Information Age over and the “Age of the Customer” upon us. In his seminal piece “Competitive Strategy in The Age of The Customer” he uses the Five Forces cited by Michael Porter and concludes, “Examining these forces reveals that an obsession with customer knowledge and relationships is the only source of sustainable competitive advantage.”

In this environment, finding the right Customer Database and CRM provider is becoming increasingly important not just for the traditional users of our discipline but increasingly to mainstream marketers. Forrester describes our offerings:

DIRECT PARTNERS DELIVERS AN INTEGRATED ANALYTICS AND CREATIVE STORY
Direct Partners (a wholly owned subsidiary of Omnicom Group) was founded in 1994 and is one of a handful of agencies that has inextricably linked its creative, database, and analytics offerings, with its largest clients leveraging all three services. It takes a holistic, channel-agnostic approach to marketing services, employing real-time integration to both inbound and outbound systems, supporting communication across all of its clients’ channels, and evangelizing its “CRM everywhere” message.

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At the same time, we’re honored & delighted to announce that Direct Partners has also been named in Forrester’s recent report, “The Evolution of the Customer Engagement Agency.” Our consistent focus on customer intelligence and in-house custom data systems development have helped us ride to the forefront of the growing trend of increasingly data-driven campaigns across the industry.

As always, an agency is only as excellent as its client partners, and we thank each & every one of them for their faith & trust in our strategic guidance.

Read the full report here.

Download Mobile Mania PDF here.