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…mehr
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.
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.
Inhaltsangabe
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 New York Life The wrap Key takeaway messages from Chapter 7 8. Step Six: Measure Caesar's Entertainment What gets measured gets managed The Measurement phase What should marketers be measuring? Gearing up for growth The Nationwide Building Society builds relationships Metrics for B2B marketing Coming full circle Key takeaway messages from Chapter 8 9. Targeted Tesco Step One: Define Your Objective Step Two: Gather Data Step Three: Analyze and Model Step Four: Strategize Step Five: Deploy Step Six: Measure Key takeaway messages from Chapter 9 10. The Precision Marketer's Moment Precision Marketers' careers Alignment at the heart of the Chief Marketing Officer's success Engaging the enterprise Keys to alignment Collaborating to enhance the customer experience The next-generation CMO Career paths for Precision Marketers Revolutionary leaders for revolutionary times Key takeaway messages from Chapter 10 Conclusion The business of precision Index
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 New York Life The wrap Key takeaway messages from Chapter 7 8. Step Six: Measure Caesar's Entertainment What gets measured gets managed The Measurement phase What should marketers be measuring? Gearing up for growth The Nationwide Building Society builds relationships Metrics for B2B marketing Coming full circle Key takeaway messages from Chapter 8 9. Targeted Tesco Step One: Define Your Objective Step Two: Gather Data Step Three: Analyze and Model Step Four: Strategize Step Five: Deploy Step Six: Measure Key takeaway messages from Chapter 9 10. The Precision Marketer's Moment Precision Marketers' careers Alignment at the heart of the Chief Marketing Officer's success Engaging the enterprise Keys to alignment Collaborating to enhance the customer experience The next-generation CMO Career paths for Precision Marketers Revolutionary leaders for revolutionary times Key takeaway messages from Chapter 10 Conclusion The business of precision Index
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