The Marketing Executives Group International

By: Andy Cutler http://www.linkedin.com/myprofile?trk=hb_tab_pro

The biggest driver of marketing success is the relevance of the message to your customer. You can have a great offer but if the product is of no interest to the consumer, the message will most likely be ignored.
The more you know about your customers at the individual level, the more relevant your marketing can be. This is why it is critical to track customer behavior at the individual level—and make your messages relevant to each individual customer.