Instructions Each of the questions in the following survey will be assigned one of four data categories — and a corresponding color. General Best Practice is expressed in blue. Best practices are proven ways to maximize your email strategy. Personal Data is expressed in green. Personalized content includes personal data that is unique to each user, such as their name, address, or account information. Dynamic Content is expressed in purple. Dynamic content is based upon more general data, like demographics and geography — based on a segment of your market. Predictive Content is expressed in orange. Predictive content is based upon a user’s individual behavior, browsing activity, and data science. 4 | exacttarget.com