An Audience of One: Drive Superior Results by Making the Radical Shift from Mass Marketing to One-to-One Marketing

THE TOOLS IN THE TOOLSHED

Data doesn’t equal intelligence and intelligence doesn’t equal success.

—DAVID CHARMATZ, FORMER SVP, STARZ ENTERTAINMENT¹

So far, this book has covered a lot of information, ranging from strategic insights (as they relate to 1:1) to some of the more tactical information. Before talking about tactics, it’s important to understand the tools that are in the toolshed. So this chapter provides information about tools you should consider for your next 1:1 campaign. Not every tool available is included, because that would make the book 1,250 pages long. And nobody wants to read a 1,250-page book unless it’s a Harry Potter