Precision Marketing: The New Rules for Attracting, Retaining, and Leveraging Profitable Customers

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John Wiley & Sons, Feb 6, 2004 - Business & Economics - 272 pages
Today, the pressure to demonstrate Marketing ROI has never been greater, and many companies are taking a more scientific 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 precision marketing. 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 Minority Report, they provide a definitive roadmap for combining precision marketing with mass marketing to cut costs, grow revenues, and create an overall competitive advantage.
 

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Contents

Acknowledgments
ix
Foreword
xi
Introduction
1
The Rise of Precision Marketing
21
The Precision Marketing Cycle
67
Exploiting the Data
121
Precision Marketing in the Age of Gaia
155
Fifteen Minutes of Privacy?
181
The Precision Marketing Future
207
Notes
237
Index
243
About the Authors
255
Copyright

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About the author (2004)

JEFF ZABIN is Director of Marketing in the Global Marketing Solutions group at Fair Isaac, the leading provider of customer analytics and decision technology. He is the coauthor of The Seven Steps to Nirvana.

GRESH BREBACH is President of the Brebach Group, specializing in marketing services. Previously, he served as a Director at McKinsey & Co. and a Managing Partner of Accenture.

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