Precision Marketing

Today, the pressure to demonstrate <i>Marketing ROI</i> has never been greater, and many companies are taking a more <i>scientific</i> approach to marketing, and treating it as a true business discipline. This means applying more rigor to capturing, analyzing and manipulating customer data, and delivering narrowly-defined messages designed to resonate with customers’ specific wants and needs. This process is called <i>precision marketing</i>. Based on extensive research and their own experience working with some of the world’s largest and most progressive marketing organizations, Jeff Zabin and co-author Gresh Brebach show how precision marketing can yield enormous business value. Writing in an engaging style that touches on everything from Renaissance thinking to <i>Minority Report</i>, they provide a definitive roadmap for combining precision marketing with mass marketing to cut costs, grow revenues, and create an overall competitive advantage.