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We are passionate about improving the quality of marketing and about arming marketers with the knowledge and tools they need to make marketing relevant again. We hope that the chapters that follow give marketers the vocabulary and the inspiration to start to understand and use big data and machine learning–powered marketing. We believe this will lead to a win-win for customers, businesses, and marketers. Customers will have more relevant and meaningful experiences, businesses will be able to build more profitable customer relationships, and marketers will gain visibility and respect within their organizations. We look forward to continuing the dialogue on our website www.predictivemarketingbook.com, the “Predictive Marketing Book” LinkedIn group (https://www.linkedin.com/groups?gid=8292127), or via twitter.com/agilone.

This book is divided in three main parts. The first part, “A Complete Predictive Marketing Primer,” introduces many of the foundational elements in predictive marketing, including what is happening under the hood of predictive marketing software, how data science and predictive analytics work, and what are fundamentals behind the customer lifetime value concept. The second part of the book, “Nine Easy Plays to Get Started with Predictive Marketing,” is a playbook with concrete strategies to get you started with predictive marketing. The last part of the book, “How to Become a True Predictive Marketing Ninja,” gives an overview of predictive marketing technologies, some career advice for marketers, and looks at privacy and the future of predictive marketing. Many of the chapters can be read as stand-alone essays, so use the executive summary below to jump to the chapters that are most relevant to you.