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Precision Marketing – Maximizing Revenue Through Relevance de Sandra Zoratti

Precision Marketing – Maximizing Revenue Through Relevance

Autor Sandra Zoratti, Lee Gallagher
en Limba Engleză Paperback – 2 mai 2012
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.
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Specificații

ISBN-13: 9780749465353
ISBN-10: 0749465352
Pagini: 224
Dimensiuni: 156 x 233 x 12 mm
Greutate: 0.35 kg
Editura: Kogan Page

Cuprins


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

Recenzii


"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 

"Marketers run the gauntlet of business every day. Saddle up; it's time for change! Precision Marketing is a great read!" --Jeffrey Hayzlett, bestselling author of The Mirror Test and 
Running the Gauntlet

Notă biografică


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.

Descriere

Rather than devoting marketing budgets to mass campaigns, precision marketers are mining customer data for ways to spend to target buyers in sophisticated ways. This book breaks down the perspectives and skills necessary to deliver powerful marketing results. Includes case studies.