Precision Marketing: Maximizing Revenue Through Relevance
Author(s): Sandra Zoratti (Author), Lee Gallagher (Author)
Publisher: Kogan Page
Publication Date: 3 May 2012
Edition: 1st
Language: English
Print length: 224 pages
ISBN-10: 9780749465353
ISBN-13: 9780749465353
Book Description
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.
Editorial Reviews
Review
“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
“If you read only one book on marketing this year,
Precision Marketing stands alone as the obvious choice” ― Aaron Harber, CEO, American Research Corporation
“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” ― David Meerman Scott, bestselling author of “The New Rules of Marketing & PR”
“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” ―
Sandy Carter, Vice President – Social Business Evangelism, IBM
Review
“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
“If you read only one book on marketing this year,
Precision Marketing stands alone as the obvious choice” ― Aaron Harber, CEO, American Research Corporation
“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” ― David Meerman Scott, bestselling author of “The New Rules of Marketing & PR”
“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” ―
Sandy Carter, Vice President – Social Business Evangelism, IBM
About the Author
Sandra Zoratti is Vice President, Global Marketing Solutions at InfoPrint Solutions, a Ricoh Company. She is recognised 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.
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