Precision Marketing

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

Sandra Zoratti is Vice President, Global Marketing Solutions at the Boulder, CO office of InfoPrint Solutions, a Ricoh Company. She is recognized as a thought leader in the area of precision marketing - a data-driven marketing approach that produces highly targeted, relevant customer content. She is also on the advisory board for the CMO Council.

Lee Gallagher is on the CMO Council's Customer Experience Board and is a sought after speaker for industry events. His integrated marketing approach cuts through the cacophony of marketing messaging to deliver rock solid ROI. His efforts have placed him as a leader in strategy and design to some of the world's most highly respected brands. He is also a contributor to Advice From the Top: The Expert Guide to B2B Marketing.

Today's marketers can't survive without developing valuable, compelling and relevant content to customers at the right time. Precision Marketing uses some of the best research on the planet to show you why, and how, to leverage the right information to substantially grow your business. Read this book... then give it your CEO Joe Pulizzi, Founder, Content Marketing Institute If you read only one book on marketing this year, Precision Marketing stands alone as the obvious choice Aaron Harber, CEO, American Research Corporation Are you simply creating marketing campaigns to satisfy your own ego? That's what most companies do, even though highly sophisticated tools exist to help you reach individual buyers directly with information they appreciate. Precision Marketing is your guide to creating relevance to your buyers and driving success for your business David Meerman Scott, bestselling author of "The New Rules of Marketing & PR" Powerful! This book is a real-world account of becoming a social business through the use of data to drive customer engagement. Read this book if you are a business leader who wants to be set apart and deliver improved results Sandy Carter, Vice President - Social Business Evangelism, IBM