The debate, 'Customer Insight and the Future of Marketing Services', involved data companies such as Experian, Wegener, Equifax, infoUSA, Carlson Marketing, EHS Brann Discovery and Vertis.
Attendees debated the issues presented by Eric Schmitt, senior analyst at Forrester Research, on his most recent analysis into Left Brain Marketing. They also participated in a survey.
Schmitt examined current trends in database marketing, the continuing shift from mass to targeted media and evaluated the opportunities this presents.
Other key findings were a lack of awareness of direct or analytical marketing services. This problem affected prospective customers and existing clients that were under-utilising their databases.
Delegates were asked where they would like to see R&D investment from marketing technology partners. The UK audience was split evenly between marketing process/project management and content strategy optimisation. In the US, respondents opted for added investment customer reporting.
When asked why clients chose to outsource marketing services, similar answers were provided in the UK and US. In the UK, 38% of respondents alluded to a lack of in-house skills, while the US figure was 36%.
Sue Nelson, operations director at EHS Brann Discovery, said: "As data-driven marketing becomes increasingly grounded in customer intelligence, it was invaluable to discuss the negative and positive impact this might have on our industry.
"By unearthing a range of views about where future opportunities lie, the event has helped us identify areas for innovation within our business."
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