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any colour you like as long as it's any colour you like Publisher's note All rights reserved. Except for the quotation of short passages for the purposes of criticism and review, or as otherwise permitted under the Copyright, Designs and Patents Act 1988, no part of this publication may be reproduced, stored in a retrieval system or transmitted, in any other form or by any means, electronic, mechanical, photocopying, recording or otherwise, without prior permission of dunnhumby Limited. The right of Martin Hayward to be identified as author of this work has been asserted in accordance with the Copyright, Designs and Patents Act 1988. Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and dunnhumby Limited, the publishers and the author cannot accept responsibility for any errors or omissions, however caused. No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the material in this publication can be accepted by the publisher or the author. dunnhumby Limited is not in any way endorsed by any of the companies mentioned in this book. Any registered trade marks used are acknowledged and recognised as being the property of the organisation to which they belong. Designed by Lighthouse Creative Printed by Purbrooks © dunnhumby 2009 The internal pages of this book have been printed using FSC approved materials and processes.

the author Martin Hayward Director of Strategy and Futures dunnhumby Martin joined dunnhumby in 2004 as Director of Strategy and Futures. He is hugely excited about the growing potential to ' Connect the Dots' of marketing; bringing dunnhumby's world- leading analyses of hundreds of millions of consumers' purchasing habits to provide faster and more granular insight than has ever been possible. These insights are driving truly actionable segmentations and communications for both retailers and their suppliers across the globe. Combining such rich behavioural data with attitudinal and media overlays is further revolutionising companies' abilities to truly understand cause and effect in marketing. Martin's previous position was as Executive Chairman of The Henley Centre, WPP's leading Strategic Marketing Consultancy. Prior to joining The Henley Centre, Martin was the founding Managing Director of BBH Futures, the strategic consultancy arm of the Bartle Bogle Hegarty Advertising Group. He was also Head of the Marketing Services Department for Mercury Communications, during which time Mercury was voted Brand of the Year. Martin began his career in Account Planning at Ogilvy and Mather.