Precision marketing

Jeff Zabin

This title chronicles the demise of marketing intuition and the rise of marketing science. It provides a roadmap for how companies can combine precision marketing with mass marketing to cut costs and grow revenues in a world transformed by network technology, brand disloyalty and customer scarcity. "Today, the pressure to demonstrate marketing ROI has never been greater. That being the case, many companies are taking a hard look at how they allocate their marketing resources. They're taking a more scientific approach to marketing and treating it as a true business discipline. This means more rigorously capturing, analyzing, and manipulating customer data. And it means delivering narrowly defined messages that are differentiated, and designed to resonate with customers' specific wants and needs. This process is called precision marketing. The good news is that it can be readily...