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 to spend so that they can target buyers in sophisticated and individual ways.
"Precision Marketing" helps break down the perspectives, capabilities and skills necessary to deliver more powerful marketing results. Case studies from companies such as Fiat, Amazon, Tesco, ING and others show 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.
EXCERPTS: Precision Marketing
Posted September 18, 2012, 2:00 PM with category of Management & Workplace CultureThe folks over at Kogan Page generously provided us with an excerpt from Sandra Zoratti and Lee Gallagher's book Precision Marketing: Maximizing Revenue Through Relevance. Zoratti is an author and speaker, as well as the Vice President of Marketing, Executive Briefings and Education at Ricoh and manages a business created from former IBM and Ricoh companies located in Boulder, Colorado. She was named the recipient of the 2012 Business Marketer of the Year Award by the Business Marketing Association. Read more
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