Precision Marketing: Five Ways to Make Better Marketing Investment Decisions

Faced with an onslaught of advertisements through not just traditional media but new media as well, customers have developed mechanisms that enable them to be highly selective of the messages they receive. Companies, accordingly, need to sharpen their efforts and work that much harder to reach their audiences. This Executive Action report presents five principles that can help companies make better marketing decisions by refocusing their concentration and perception of customer behavior — and in some ways redirecting their delivery investments.