Research / The marketing industry’s first ever benchmark of customer acquisition practices / DMA & McDowall
by Will Corry on November 21, 2013
The DMA is partnering with lead generation specialists McDowall to produce the Customer Acquisition Barometer (CAB) to help raise industry standards for collecting consumers’ data ahead of the introduction of the draft EU Data Protection Regulation.
The CAB will canvas senior marketers, as well as survey a panel of more than 1,000 UK adult consumers, to assess current trends and critical issues facing the customer acquisition process.
The report, which will be the most comprehensive of its kind, will cover how key vertical sectors such as utilities, automotive, finance and travel are acquiring customers through online and offline consumer contact. It will identify trends in acquisition channels, budget allocation, cost-per-acquisition and consumer privacy concerns that are shaping the future of gaining new customers.