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Customer acquisition is the lifeblood of companies. The very essence of customer acquisition requires the free exchange of information between consumers and the businesses that aim to convert them into customers. 

The DMA has partnered with McDowall to explore the processes and practices that make this happen in this inaugural benchmarking study, Customer Acquisition Barometer 2014. The aim? To provide marketers with clear and detailed insight into trends in acquisition channels, budget allocation, cost-per-acquisition and consumers’ expectations about engagement that are shaping the future of gaining new customers.


The quantitative research phase of Customer Acquisition Barometer 2014 revealed the prevailing trends in practices among marketers and their customers, but we wanted to get a unique insight into what a handful of the industry’s top practitioners really think about the issues around customer acquisition.





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