This isn't revolutionary.

Well, it shouldn't be.

This is rational marketing and communications strategy.

The thing is, very few people in our business are doing this, or have any idea how to implement it.

Our profession has a very interesting customer life cycle that must be structurally addressed before our marketing spend can be rational.

This requires accurate segmentation of your data, and automation to trigger actions in your marketing that need to be taken at the right time.