Cover -- Contents -- Introduction -- Part I: The Customer, That (Un)known Quantity -- 1.1 Don Draper Is Dead - The Limits of Traditional Marketing -- 1.2 Data Overload - Six Lessons CRM Hype Has Taught Us -- 1.3 The End of Intuition - Lessons Learned from the Online World -- Part II: Leveraging. Customer. Data. -- 2.1 The Mosaic of the Market - When We Know All the Customers, We Know the Market -- 2.2 What Would Wal-Mart Do? Use Customer Data Intelligently to Grow Profitably -- 2.3 Test the Test! Successfully Measuring Success -- Part III: Data Makes Markets - The Three Key Requirements -- 3.1 Keeping Customers in Mind - How Data-rich Companies Can Become Customer-focused Organizations -- 3.2 The New Creatives - The Right Partners in the Data Marketing Cycle -- 3.3 Privacy in the Age of Big Data -- Index -- A -- B -- C -- D -- E -- F -- G -- H -- J -- K -- L -- M -- N -- O -- P -- R -- S -- T -- U -- V -- W -- Z.