From its earliest days, relevance has been the goal for most direct and database marketers. Today however, relevance is not nearly enough. Today, we are closer than ever in actually realizing the power of 1:1 level relevant communications. Some might argue that the capability for 1:1 has been around for some time and that many companies are already successfully practicing it, but to some extent I have to disagree.

When you do the breakdown, it comes down to four competencies; the technology, the vehicles, the smarts and the “missing [...]