Precision Marketing: The New Rules for Attracting, Retaining, and Leveraging Profitable Customers
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.
What people are saying - Write a review
We haven't found any reviews in the usual places.
Other editions - View all
ACNielsen advertising analytics become behavior business process outsourcing business processes call center capture Catalina channels companies need company's consensual customer consumer privacy consumers context corporate cost create customer data customer interaction customer relationship customer segment customer's database dollars drive e-mail effectiveness example executive fact future Gaia hypothesis insights integration Internet Jeff Zabin keting Kraft Kraft Foods leverage loyal customers loyalty programs magazine market segmentation marketing campaign marketing messages marketing mix modeling marketing organization Marketing ROI mass marketing mass media measure ment million movie offers ongoing optimization outsourcing overall pany partners percent precision marketing Precision Marketing Cycle precision marketing program predictive analytics predictive modeling profitability promotion recent retailers revenue RFID SBC Communications scenario share shopper simply spend sumer target Tesco tion tomer transaction up-sell