Rent 9780749465353 | Precision Marketing : Maximizing Revenue Through Relevance | Zoratti, Sandra; Gallagher, Lee @knetbooks.com

Summary Table of Contents

Marketers around the globe are recognizing 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 to spend in order to target buyers in sophisticated and individual ways. Precision Marketingwill help break down 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 Mark... MORE

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Foreword	p. ix
Acknowledgements	p. xii
About the authors	p. xv
Introduction: Why Relevance is Relevant	p. 1
Confronting the power shift	p. 2
The relevance requirement	p. 3
The power of Precision Marketing	p. 3
Precision Marketing: why now?	p. 5
Tesco's triumph	p. 8
Three eras of modern marketing	p. 9
The Relevance Era	p. 10
Getting Relevant	p. 15
Amazon knows how to get relevant	p. 16
The 1 per cent solution	p. 17
What if customers controlled your marketing?	p. 19
What is a relevant message?	p. 19
What are the risks of irrelevancy?	p. 20
Companies that 'get it'	p. 22
Making it powerful, making it precise	p. 28
Achieving relevance through Precision Marketing	p. 30
Key takeaway messages from Chapter 1	p. 32
The Precision Marketing Journey	p. 35
The 1-800-Flowers journey	p. 36
Precision Marketing in perspective	p. 38
The Precision Marketing Framework	p. 38
Best practices at Best Western	p. 41
Take the Precision Marketing journey	p. 44
Key takeaway messages from Chapter 2	p. 45
Step One: Determine Your Objective	p. 47
Getting started	p. 49
Determining your objectives	p. 50
The keys to effective objectives	p. 59
Key takeaway messages from Chapter 3	p. 60
Step Two: Gather Data	p. 63
The role of data in Precision Marketing	p. 67
Getting to your internal data	p. 68
Other great sources of data	p. 72
Touchpoint activity	p. 72
New technology brings new sources of data	p. 75
Best practices: reusing data, not re-asking for data	p. 75
Collaborate to innovate	p. 76
The ongoing search for more data to create more relevance	p. 77
What relevance means for the business	p. 83
Using 'We' to know 'Me'	p. 84
Key takeaway messages from Chapter 4	p. 85
Step Three: Analyse and Model	p. 89
Large hotel chain wakes up sleepy customers	p. 90
The Segmentation Scale	p. 92
Moving towards precision	p. 98
The predictive Precision Marketer	p. 104
Hand over your data	p. 106
Modelling for results	p. 107
Key takeaway messages from Chapter 5	p. 111
Step Four: Strategize	p. 115
The strategy phase	p. 119
Creating your customer strategy	p. 119
The Communication Matrix	p. 122
Strategy in action	p. 124
Collaborating with your creative partners	p. 125
Developing relevant content	p. 125
Developing content by using focus groups	p. 126
Developing the right message	p. 131
Measurable content	p. 135
Strategies that succeed	p. 137
Key takeaway messages from Chapter 6	p. 138
Step Five: Deploy	p. 141
Large cable provider takes action to sell VoIP	p. 142
The campaign deployment	p. 144
Deploying with precision in time	p. 144
Full campaign deployment versus in-market test	p. 146
Executing your in-market test	p. 146
7-Eleven answers the phone	p. 147
Scaling for success	p. 149
Accelerating the deployment cycle at Max New York Life	p. 149
The wrap	p. 150
Key takeaway messages from Chapter 7	p. 151
Step Six: Measure	p. 153
Caesar's Entertainment	p. 153
What gets measured gets managed	p. 156
The Measurement phase	p. 158
What should marketers be measuring?	p. 158
Gearing up for growth	p. 160
The Nationwide Building Society builds relationships	p. 161
Metrics for B2B marketing	p. 162
Coming full circle	p. 162
Key takeaway messages from Chapter 8	p. 164
Targeted Tesco	p. 167
Step One: Define Your Objective	p. 167
Step Two: Gather Data	p. 168
Step Three: Analyse and Model	p. 169
Step Four: Strategize	p. 170
Step Five: Deploy	p. 172
Step Six: Measure	p. 173
Key takeaway messages from Chapter 9	p. 174
The Precision Marketer's Moment	p. 177
Precision Marketers' careers	p. 178
Alignment at the heart of the Chief Marketing Officer's success	p. 181
Engaging the enterprise	p. 182
Keys to alignment	p. 189
Collaborating to enhance the customer experience	p. 191
The next-generation CMO	p. 192
Career paths for Precision Marketers	p. 193
Revolutionary leaders for revolutionary times	p. 194
Key takeaway messages from Chapter 10	p. 195
Conclusion	p. 199
The business of precision	p. 200
Index	p. 203
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