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Precision Marketing: Maximizing Revenue Through Relevance Paperback – June 15, 2012


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Editorial Reviews

Review


"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

Sales and marketing leaders, managers and professionals; c-suite level executives; marketing consultants

Book Description

How to personalize marketing efforts to get the best response
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Product Details

  • Paperback: 224 pages
  • Publisher: Kogan Page (June 15, 2012)
  • Language: English
  • ISBN-10: 0749465352
  • ISBN-13: 978-0749465353
  • Product Dimensions: 6.3 x 0.6 x 9.2 inches
  • Shipping Weight: 12 ounces (View shipping rates and policies)
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (31 customer reviews)
  • Amazon Best Sellers Rank: #1,113,475 in Books (See Top 100 in Books)

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Customer Reviews

4.9 out of 5 stars
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See all 31 customer reviews
A great read for anyone and a must read for marketers!
Mike H
The step-by-step framework is a plain-English "how to" guide that walks you through the process from determining objectives to measurement.
Carol A
The author presents a solid methodology with clear steps, backed up by anecdotal case studies and well-researched, hard data.
M. Gerber

Most Helpful Customer Reviews

4 of 5 people found the following review helpful By Stacey P. on June 28, 2012
Format: Paperback
Whether you are a fresh out of college junior marketing executive or a 25-year marketing expert that is trying to revive your company's dying marketing efforts, Zoratti and Gallagher's Precision Marketing is simply a must read. From a detailed history of marketing tactics to real company case studies, this book shows how customer-driven marketing is something we should not just be looking at today, but should have been looking at all along.

It's all about relevance, says this book again and again, hammering home the need for marketers to step outside their neat packaged traditional marketing tools and find real connections with their customer base. What's truly great about this book is that it's not a sales pitch. Their detailed examples backed by solid facts and case study breakdowns of true success stories in today's marketing world provide the would be and/or seasoned marketer with the necessary tools to create a marketing program that will speak to customers on a personal level, making the company and/or brand not just relevant but a must have.

In a global world where much of the population suffers from information overload and as a result has the attention span of a small child, marketers have an uphill battle to truly differentiate their offerings. This book, chock full of real-world examples and strategies for re-inventing an entire marketing program from scratch can help today's marketers fight and win that battle. And this book is not just a tool for marketing. Anyone in the business world that is looking to improve their connections to their customer base would benefit from the tips recommended in this book. For marketing and business professionals alike, Precision Marketing is a book well worth looking into.
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2 of 3 people found the following review helpful By M. Gerber on June 22, 2012
Format: Paperback
As a fan of Vulcan-like logic, Precision Marketing is my type of business book. Too often, books on the topic of marketing are high on well-packaged but empty double-speak and low on proof and usable content. This is not the case with Precision Marketing. The author presents a solid methodology with clear steps, backed up by anecdotal case studies and well-researched, hard data. Moreover, the numerous case studies are taken from a cross-section of companies including Amazon, Perricone MD, Harrah's Entertainment and Best Western - making the book as relevant to those interested in hot start-ups as it is to those who favor established blue-chips. The book convincingly lays out why Precision Marketing isn't just yet another "new" solution in search of a problem, citing the confluence of economic, technological and issues that have restructured the landscape in which marketers are doing business. What's even more convincing are the results generated by these campaigns - claims of triple digit ROIs initially made me skeptical but the book presents detailed evidence to back up these numbers.

In addition to being well-written and an easy read, I appreciated how well-organized and consistently structured each chapter was - headings made information more easily digestible, each chapter begins with learning objectives and ends with "key takeaway messages", and there are an abundance of useful charts and illustrations. A great example of this is Chapter 7, which features a case study on an unnamed "large cable provider" (there are several of these anonymous case studies, but their content trumps the need to identify exactly who's being referred to).
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Format: Paperback
Zoratti & Gallagher have both theoretical knowledge and practical experience to back up the advice and guidance presented in Precision Marketing. This book is a must-read for marketing and operations professionals who care about their customers, want to build increased loyalty, and wish to gain the most possible value from customer and prospect data. It is also a valuable read for anyone in the C-Suite who wants to understand the true value of customer data and assess what their organization is--or is not--doing to capitalize on this valuable and often underutlized asset. Zoratti and Gallagher were brilliant in partnering with the CMO Council to undertake meaningful research to back up their assertions about the value of Precision Marketing, and they should also be congratulated on coining the term "Precision Marketing"--much better than other "industry" buzzwords that have been introduced to spotlight next-generation customer communications management strategies. I highly recommend Precision Marketing for anyone who cares about these issues.
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Format: Paperback Verified Purchase
Precision Marketing is a great book that offers insight on how companies can more effectively use the customer data that they collect to build more relevant -- and meaningful -- marketing campaigns. By acting on the data correctly, these seasoned authors illustrate how to use the knowledge gleaned from existing customers to build campaigns that help to increase loyalty within the customer base, while at the same time targeting prospective customers who have a high likelihood to become customers. The bottom line -- increasing the ROI of each marketing campaign by using an intelligent and sustainable marketing approach.

Sandra Zoratti and Lee Gallagher provide a detailed approach on how companies can take advantage of marketing data, relevant messaging and marketing intelligence to build a successful marketing strategy in any economy. Precision Marketing is a must read for any marketing professional trying to increase their success metrics. I highly recommend it!
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