Precision Marketing: Maximizing Revenue Through Relevance

Marketers around the globe are recognizing that increasing customization and precision is critical to their commercial success. Rather than devoting marketing budgets to mass campaigns, precision marketers are mining customer data for predispositions and propensities to spend, in order to target buyers in more sophisticated ways, where all communications are targeted and relevant to each individual recipient.

Precision Marketing will help you to develop the perspectives, capabilities and skills necessary to deliver these more powerful marketing results. Drawing on case studies from companies such as Fiat, Amazon, Tesco and ING, Precision Marketing shows how today's leading performers are beginning to recognize, identify and capitalize on many of the concepts of precision marketing, to set themselves apart and reach a whole new level of growth.

Author: Sandra Zoratti, Lee Gallagher
Publisher: Kogan Page
Published: 05/29/2012
Pages: 224
Binding Type: Paperback
Weight: 0.77lbs
Size: 9.23h x 6.30w x 0.64d
ISBN: 9780749465353

About the Author

Sandra Zoratti is Vice President, Global Marketing Solutions at the Boulder, CO office of InfoPrint Solutions, a Ricoh Company. She is recognized as a thought leader in the area of precision marketing - a data-driven marketing approach that produces highly targeted, relevant customer content. She is also on the advisory board for the CMO Council.

Lee Gallagher is on the CMO Council's Customer Experience Board and is a sought after speaker for industry events. His integrated marketing approach cuts through the cacophony of marketing messaging to deliver rock solid ROI. His efforts have placed him as a leader in strategy and design to some of the world's most highly respected brands. He is also a contributor to Advice From the Top: The Expert Guide to B2B Marketing.