Executive Summary (This is a document excerpt)

Relevance is the gold that marketers seek and the means by which customer intelligence professionals secure their tenure. Marketers require relevance to reach customers in our increasingly cluttered and information-overloaded environment. The recipe for relevance includes three key ingredients: data, insight, and technology. More sophisticated marketers will sprinkle in some automation for good measure, but ultimately some ratio of these ingredients along with calculated timing results in satisfying returns.

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