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Informationen zum Autor 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. Klappentext Marketers around the globe are recognising 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 sophisticated ways, with all communications targeted and relevant to each and every individual recipient. Precision Marketing will help you to develop the perspectives, capabilities and skills necessary to deliver 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.Features insightful case studies from internationally-recognized organizations such as Fiat, Tesco, Amazon and ING Zusammenfassung Benefit from incisive commentary and thought leadership on the power of targeted marketing, and the impressive returns associated with engaging with customers as individuals. Inhaltsverzeichnis Foreword by Donovan Neale-May Acknowledgements About the authors Introduction: Why Relevance is Relevant Confronting the power shift The relevelance requirement The power of Precision Marketing Precison Marketing: why now? Tesco's triumph Three eras of modern marketing The Relevance Era 1. Getting Relevant Amazon knows how to get relevant The 1 percent solution What if customers controlled your marketing? What is a relevant message? What are the risks of irrelevancy? Companies that "get it" Making it powerful, making it precise Achieving relevance through Precision Marketing Key takeaway messages from Chapter 1 2. The Precision Marketing Journey The 1-800-Flowers journey Precision Marketing in perspective The Precision Marketing Framework Best practice at Best Western Take the Precision Marketing journey Key takeaway message for Chapter 2 3. Step One: Determine Your Objective Getting started Determining your objectives The keys to effective objectives Key takeaway messages from Chapter 3 4. Step Two: Gather Data The role of data in Precision Marketing Getting to your internal data Other great sources of data Touchpoint activity New technology brings new sources of data Best practices: reusing data, not re-asking for data Collaborate to innovate The ongoing search for more data to create more relevance What relevance means for the business Using "We" to know "Me" Key takeaway messages from Chapter 4 5. Step Three: Analyze and Model Large hotel chain wakes up sleepy customers The Segmentation Scale Moving towards precision The predictive Precision Marketer Hand over your data Modelling for results Key takeaway messages from Chapter 5 6. Step Four: Strategize The strategy phase Creating your customer strategy The Communication Matrix Strategy in action Collaborating with your creative partners Developing relevant content Developing content by using focus groups Developing the right message Measurable content Strategies that succeed Key takeaway messages from Chapter 6 7. Step Five: Deploy Large cable provider takes action to sell VoIP The campaign deployment Deploying with precision in time Full campaign deployment verses in-market test Executing your in-market test 7-Eleven answers the phone Scaling for success Accelerating the deployment cycle at Max Ne...
