The Precision Marketing Journey 41 ­ telemarketing; ­ social media; ­ mobile communications. step Five: Deploy How will you execute your campaign? How will you implement the tactics in your selected channels? How will you use your data to engage with the targeted customers? step six: Measure Did the campaign deliver the anticipated results? What did you learn? What worked? What did not work? What can you improve upon? How will you incorporate these findings into your next campaign? Each of these steps will be described and explained in detail in the following chapters (one step will be described per chapter) to take you through the Precision Marketing Framework. Before we begin, we would like to share with you our first publicized implementation of Precision Marketing to demonstrate its power. Although our first implementation of Precision Marketing might seem basic, the results are compelling. As a part of a part- nership with Best Western, we redesigned their loyalty statement to increase customer engagement, drive customer loyalty and generate incremental revenue. As you will see, this first basic step was able to generate significant returns for Best Western. This is now one of many compelling testimonies demonstrating the power of Precision Marketing. Best practices at Best Western Best Western International, founded in 1946 by veteran California hotelier MK Guertin, hosts 400,000 guests worldwide each night. Today, `The World's Largest Hotel Chain ® ' is 66 years young and operates as a non- profit, member association hotelier, meaning that all of its more than 4,000 locations in 80 countries are independently owned and operated.