A repeatable process for real-time, multi-channel optimization can make an enormous difference in how each campaign performs overall and within the overall marketing mix.

Key excerpt...

There are five things that are essential to an effective Mad-Math automation program:

1. Build a comprehensive, unified view of prospects and customers. This is beyond personas, although customer scoring is usually part of it. It's really about understanding the essential data that truly drives a behavior. Think about how customers buy from you - what is unique about the profile, mood, channel, or timing of those transactions? This "purchase driver" behavior needs to be in the profile.
2. Engage in a consistent voice across email, traditional, digital, mobile, and social channels. This is where advanced technology is your friend. Not only can we track customer engagement across channels, we can understand (and ask for) preferences and predict the next engagement.
3. Respect preferences across channels and let subscriber needs define channel communications. This is always a challenge. Can you truly put the customer first in your marketing outreach?
4. Strengthen relationships by optimizing life stage communications. There is always that line between creepy and cool that you don't want to cross, but being able to anticipate customer and prospect needs is one way to build loyalty.
5. Be the steward for consumer data in your organization. Privacy is paramount to consumer trust. The marketing team should own data stewardship because we care the most about how trust affects purchase behavior and loyalty. This is a collaboration with legal, operations, and privacy teams, but the marketing department needs to own the stewardship and protection of consumer data.