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Sounds like Big Brother? No, it's personalisation. And this book will show that proper analysis of customer data helps companies offer what customers want, reduce unwanted marketing messages, as well as reward customers for their loyalty. And isn't that what good marketing should be all about? We believe it's the only sustainable valid strategy for the future. Chapter One begins by explaining how customer data is changing the secrets of competitive success. In Chapter Two, we'll step back to the past when marketing was very different, before telling the story of dunnhumby's journey in Chapter Three. The next section of the book reveals the three main benefits of customer insight - empowering innovation in Chapter Four, a return to old- fashioned retailing through mass intimacy in Chapter Five and the welcome end of junk mail in Chapter Six. Chapter Seven illustrates that being more relevant to customers is not a strategy restricted to the Western world, with success stories of loyalty programmes from Asia. Chapter Eight provides robust financial evidence of the benefits of this strategy for business, before gazing at the future in Chapter Nine. Could this revolutionary approach of nurturing and transforming customer data into business insight to better serve our customers lead to a golden age in marketing? We believe so. prologue