•  Precision

She talks a lot about behavioral data mining - using information collected about how customers really behave to predict their likely future behavior and then use it to treat them better. This kind of predictive analytic approach drives precision. She makes the point that you must understand each consumer as an individual and this means a focus on each customer treatment decision as an opportunity to target that consumer.

•  Consistency

Cammie highlights the importance of consistency in targeting hypertasking/multi-channel consumers. You must think about all the channels, all the interactions your customers have with you. In particular, she made the point that customer care should be part of marketing. Applying EDM across both marketing and customer care is what we call taking the Best Next Action.

•  Agility

In the interview, the need to constantly evolve came up several times. Cammie was particularly focused on fostering intellectual curiosity among marketers to keep trying new things. I would argue that the kind of agility she discussed also requires adaptive control. She talks about using digital salons to try out new ideas with targeted customers but unless the results from there are analyzed and used to improve things (the essence of adaptive control) then all will be for naught.