I have been in the data-driven/relevancy-driven marketing business for 25 years.  I’ve seen the number of marketing channels explode. I’ve seen the marketing cycle time drop from quarterly to real-time.  I’ve seen a reference book worth of buzzwords come and go. 

Despite all this change, the foundation of data-driven marketing has remained the same.  Different terms may be used, but the conceptual pillars are the same.  I like to call them self-evident truths.  In particular....