36 Precision Marketing The value of Precision Marketing is proven across industries, but it is important to keep in mind that the process is a journey. The journey will take time and effort and it will be worth the effort and investment. What can you expect on the journey to Precision Marketing? Let's consider the case of 1-800-Flowers. The 1 - 800 -flowers journey With annual revenue exceeding $700 million and a database of 35 million customers, 1-800-Flowers is now the world's leading florist and gift com- pany. What's impressive about this company, run by brothers Jim and Chris McCann, is their commitment to analytical leadership. According to the McCanns' recent book Analytics at Work, the company's focus on data-driven decision making is a core aspect of its overall approach to strategy. `We have a culture of analytics and testing,' says Chris McCann, President of 1-800-Flowers. `I say, "I know what you think ­ tell me what you can prove."' 1