Precision Marketing by Sandra Zoratti and Lee Gallagher

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, Amaz*n, 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.