step five: Deploy 149 `With the data captured in the campaign, we can continue to provide them with valuable offers and announcements of specials in the future,' May says. 7-Eleven clearly understands best practices in running in-market tests. Through careful planning and testing, 7-Eleven has avoided some of the read-rate accuracy problems that have plagued other retailers' trials and has delivered the right message to the right person at the right time. scaling for success Rolling out the Precision Marketing Framework in a modular, scalable fashion requires planning. The Framework can be implemented quickly or over a long period of time as well as point to point, or across many cam- paigns. Many of our clients have implemented the Precision Marketing Framework in a matter of weeks to immediately drive incremental revenue back to the business. Because the steps in the Precision Marketing Framework are cyclical, leading to continuous improvement, you can expand incrementally or move from the in-market test to full-scale campaigns. Each new programme or campaign sets the stage for the next one. Learning and refinement enable you to begin each new campaign in a stronger position than the one before. Each campaign generates new and valuable customer insights, enabling you to become more and more relevant to your customer. In a 2009 survey by the CMO Council, nearly one-third (30 per cent) of consumers polled stated that they are inspired to do business with a com- pany after receiving customized communications. 3 Through rigour and ana- lysis, and by continually incorporating new insight, the Precision Marketer's programmes can produce the highest return. accelerating the deployment cycle at Max new York Life Max New York Life (MNYL), a joint venture between Max India Ltd and New York Life International, created a rapid campaign deployment cycle with the objective of boosting sales to existing customers. `Previously, we conducted two broadly targeted campaigns each quarter. Now, with these tightly defined customer segments, clean data, campaign management, and