Precision Marketing
Zabin, Jeff / Brebach, Gresh Today, the pressure to demonstrate "Marketing ROI has never been greater, and many companies are 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 delivering narrowly-defined messages designed to resonate with customersspecific wants and needs. This process is called "precision marketing. Based on extensive r...