A Detailed Report from Forrester:
Marketers are always seeking a more informed understanding of markets, customers and contacts. However, new techniques and technologies for data gathering and analysis constantly challenge the way marketers conduct their craft.
For most companies, a preference center is a basic data storage portal that visitors use to inform suppliers of their preferred communication requests (based on a limited selection of choices), which may include a choice to opt out of all future marketing communications. Typically, little time and few resources are invested in preference centers.
Global personal privacy regulations in conjunction with a greater awareness of personal privacy, are raising awareness about the importance of a comprehensive preference management strategy.
In this detailed report, Forrester provides a justification for making preference management investment a high priority, along with key strategy components.