Preference centers are the foundation of a brand's digitally connected infrastructure. They help companies recognize and engage their customers, and enable consumers to digitally connect with a brand on their terms. Brands need to consider the elements of channel, frequency and content, and let customers choose their own unique combinations of communication with the brand. The CRM concepts of right time, right message and right channel are steeped in analytics to deliver a message sometimes even before the customer knows they want it. You need to start with what the customer tells you, however, and then layer in more data to reach a rich customer profile.