Contents -- Foreword -- Acknowledgements -- About the authors -- Introduction: Why Relevance is Relevant -- Confronting the power shift -- The relevance requirement -- The power of Precision Marketing -- Precision Marketing: why now? -- Tesco's triumph -- Three eras of modern marketing -- The Relevance Era -- 01 Getting Relevant -- Amazon knows how to get relevant -- The 1 per cent 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 -- 02 The Precision Marketing Journey -- The 1-800-Flowers journey -- Precision Marketing in perspective -- The Precision Marketing Framework -- Best practices at Best Western -- Take the Precision Marketing journey -- Key takeaway messages from Chapter 2 -- 03 Step One: Determine Your Objective -- Getting started -- Determining your objective -- The keys to effective objectives -- Key takeaway messages from Chapter 3 -- 04 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 -- 05 Step Three: Analyse 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 -- 06 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 -- 07 Step Five: Deploy -- Large cable provider takes action to sell VoIP -- The campaign deployment -- Deploying with precision in time -- Full campaign deployment versus 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 -- 08 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 -- 09 Targeted Tesco -- Step One: Define Your Objective -- Step Two: Gather Data -- Step Three: Analyse 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 process of precision -- Index.