Precision Marketing

Precision Marketing

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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.These quick surveys provide a convenient opportunity to engage the customer, test an idea and provide that learning back to the ... survey at the conclusion of many of its contacts with customers, whether online, on the phone or in person. Verizon simply asks, a#39;How likely is it that you would recommend Verizon Wireless to a friend or colleague? ... If youa#39;re talking to a Verizon call centre and rate the company a big fat a#39;0a#39;, the customer service rep will ask you why you feel that way.

Title:Precision Marketing
Author: Sandra Zoratti, Lee Gallagher
Publisher:Kogan Page Publishers - 2012-05-03

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