“Precision is the quality of being accurate and exact. Precision tools are used for accurate and exact measurements. Precision components adhere to a set of accurate and exact standards. Precision clocks keep accurate and exact time.

“With precision marketing, the principle is much the same. By utilizing the right set of technology solutions and customer data analytics, and by taking a specialized approach to marketing campaign testing, design and execution, companies can tap into a new source of power. The power is the ability to deliver ‘accurate and exact’ marketing messages to people at a narrow customer segment level.”

— From Chapter 1, “The Rise of Precision Marketing”