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Precision Marketing

Maximizing Revenue Through Relevance

Sandra Zoratti, Lee Gallagher

Benefit from incisive commentary and thought leadership on the power of targeted marketing, and the impressive returns associated with engaging with customers as individuals.

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EAN: 9780749465353

Edition: 1

Published: 03 May 2012

Format: 233 x 156

224 pages

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About the book

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.

About the authors

Sandra Zoratti is Vice President, Global Marketing Solutions at 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.

Lee Gallagher is Director of Precision Marketing and Sales for InfoPrint Solutions, with extensive experience in the hospitality,retail and distribution industries.

Sandra Zoratti

Lee Gallagher

- Chapter - 00: Introduction: Why Relevance is Relevant;
- Chapter - 01: Getting Relevant;
- Chapter - 02: The Precision Marketing journey;
- Chapter - 03: Step One: Determine Your Objective;
- Chapter - 04: Step Two: Gather Data;
- Chapter - 05: Step Three: Analyse and Model;
- Chapter - 06: Step Four: Strategize;
- Chapter - 07: Step Five: Deploy;
- Chapter - 08: Step Six: Measure;
- Chapter - 09: Targeted Tesco;
- Chapter - 10: The Precision Marketer’s Moment

Reviews

Joe Pulizzi, Founder, Content Marketing Institute

Today's marketers can't survive without developing valuable, compelling and relevant content to customers at the right time. Precision Marketing uses some of the best research on the planet to show you why, and how, to leverage the right information to substantially grow your business. Read this book... then give it your CEO

Aaron Harber, CEO, American Research Corporation

If you read only one book on marketing this year, Precision Marketing stands alone as the obvious choice

David Meerman Scott, bestselling author of "The New Rules of Marketing & PR"

Are you simply creating marketing campaigns to satisfy your own ego? That's what most companies do, even though highly sophisticated tools exist to help you reach individual buyers directly with information they appreciate. Precision Marketing is your guide to creating relevance to your buyers and driving success for your business

Sandy Carter, Vice President - Social Business Evangelism, IBM

Powerful! This book is a real-world account of becoming a social business through the use of data to drive customer engagement. Read this book if you are a business leader who wants to be set apart and deliver improved results

Today's marketers can't survive without developing valuable, compelling and relevant content to customers at the right time. Precision Marketing uses some of the best research on the planet to show you why, and how, to leverage the right information to substantially grow your business. Read this book... then give it your CEO
Joe Pulizzi, Founder, Content Marketing Institute

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