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About the book |
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“At
Timex, we know about precision. For 150 years, we've built quality
watches that tell accurate and exact time. Like other innovative
companies, we also know about the need to deliver targeted and compelling
marketing messages, by taking advantage of new technologies and
data analytics. In this book, Zabin and Brebach provide excellent
guidance for doing just that!” “During
my 20-year career as an advertising executive, I was responsible
for hundreds of millions of dollars spent on building powerful brand
relationships. Yet, at the end of the day, I was never able to give
our clients something they really wanted: deep, intimate knowledge
about their customers. This book shows how, by utilizing precision
marketing techniques, companies can uncover that intimate knowledge—and,
ultimately, create increased shareholder value. The insights are
illuminating, compelling, and highly actionable.” “Today’s
business environment demands that companies understand consumers
by narrowly-defined segments, and manage and value them accordingly.
Jeff Zabin [and coauthor Gresh Brebach] does an excellent job of
showing how precision marketing is the catalyst that allows a company
to deliver increased value to consumers while also achieving greater
financial returns for shareholders. This book is a must-read for
any marketer trying to achieve either of these goals.” “With
The Seven Steps to Nirvana, Jeff Zabin established his
reputation as a thought leader in the area of technology-enabled
business strategy. With the publication of this book, he extends
that reputation deep into the realm of marketing.” “Everybody
knows mass marketing is dead, but until now nobody has taken the
next step: Figuring out how to target a company's most profitable
customers. Jeff Zabin and Gresh Brebach have tackled this job with
Precision Marketing, an interesting, well-written and well-researched
book on the subject. Every marketer should read it.” |
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| Companies:
“How
can we spend our marketing dollars more effectively, and minimize
waste?” Customers: “Why can’t companies cut out all the junk, and present me with only relevant and compelling offers?” Marketers spend upwards of $250 billion a year on advertising and other forms of marketing promotion. Is it money well spent? In most cases, the answer is no, not by a long shot. The reason is simple: Most marketing messages reach a large number of the “wrong people” and only a small fraction of the “right people.” The wrong people are consumers from whom a company stands to derive little, if any, benefit. The right people are consumers who can make all the difference in the world in terms of future growth and profitability. In their efforts to drive brand awareness and sales revenues, smart companies are coming to realize they can no longer afford to market mostly to the wrong people. They can no longer put all their eggs in the basket of mass media marketing—or, what some executives knowingly call “spray-and-pray marketing.” 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 applying more rigor to 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 deployed, thanks to a new breed of technology tools and analytics capabilities. With this book, Jeff Zabin and co-author Gresh Brebach show how these tools and capabilities can yield enormous business value. Writing in an engaging style that touches on everything from Rennaisance thinking to science fiction a la Minority Report, they provide a definitive roadmap for combining precision marketing with mass marketing to cut costs, grow revenues, and create an overall competitive advantage. Based on extensive research and their own experience working with some of the world’s largest and most progressive marketing organizations, Zabin and Brebach take an exhaustive look at how smart companies are—in the words of P&G’s CEO A.G. Lafley—“tying marketing spending more tightly to sales potential and using new approaches to target consumers more efficiently.” Topics include:
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