Case Study: Prioritizing Database Marketing Service Provider Requirements
Overview
- A global hotel company needed an objective assessment of the database marketing vendor landscape to make sure it was getting the most out of its investment with its current provider.
- Forrester provided an assessment of the vendor landscape and created a shortlist of suitable database marketing providers based on stakeholder interviews and the Forrester Wave™ vendor assessment methodology.
- The deliverables enabled the client to make an objective decision about which vendor would best meet its needs.
The Client's Challenge
Our client needed an objective third-party assessment in the following areas:
- An understanding of the database marketing vendor landscape.
- Vendors that most closely met its requirements.
- Details on the capabilities of specific database marketing service providers.
- Information on the database marketing service provider's capabilities, strengths and weaknesses, including any anecdotal data that Forrester had gathered as a result of ongoing customer interactions and research.
Forrester's Solution
As an independent, objective third party with a rigorous research foundation, Forrester offered to deliver a tailored solution following three major steps:
- Provided a customized vendor evaluation scorecard and criteria.
- Identified the top three vendors that best met the company's business requirements.
- Outlined findings and recommendations.
