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Contents > Contents - Pg. vi

vi Contents 03 step one: Determine Your objective Getting started 49 Determining your objectives 50 The keys to effective objectives 59 Key takeaway messages from Chapter 3 60 47 04 step Two: Gather Data 63 The role of data in Precision Marketing 67 Getting to your internal data 68 Other great sources of data 72 Touchpoint activity 72 New technology brings new sources of data 75 Best practices: reusing data, not re-asking for data 75 Collaborate to innovate 76 The ongoing search for more data to create more relevance 77 What relevance means for the business 83 Using `We' to know `Me' 84