Carlton Doty says, “The Greek philosopher Heraclitus said “the only thing that is constant is change.” Well, the CI services landscape seems to live and breath this saying. Today’s market demands are leading traditional database marketing service providers (MSPs) to deliver broader digital marketing capabilities, either through partnerships, acquisitions, or organic growth. While this trend has been unfolding for the last couple years, it shows no signs of slowing down. One of the latest examples of this activity is Alliance Data’s acquisition of Conversant for their Epsilon division. This is the latest in a series of moves by MSPs to build a bridge between the data business, digital marketing, and overall customer strategy – all key capabilities in the evolution toward Customer Engagement Agencies (CEA).

Customer Insights (CI) professionals and marketers have managed relationships with their MSPs for decades to execute conventional direct marketing campaigns. While the classic database marketing business won’t dry up any time soon, the CI pros and marketers who manage these vendor relationships are grappling with”.

Blinded By The Dream Of Having A Single Marketing Services Partner?

The Forrester Blog

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