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02 The Precision Marketing Journey > Precision Marketing in perspective - Pg. 38

38 Precision Marketing As Cano pointed out, Precision Marketing is a multi-step, ongoing and worthwhile journey. Precision Marketing in perspective Precision Marketing is about using data-driven insights to deliver the right message to the right person at the right time in the right channel. It is critical to understand that this method involves a data-driven approach, which enables more rational and fact-based marketing decisions. Precision Marketing evolves the marketing practice beyond the realm of relying on mere intuition and gut checks. While experience remains essential to success, it is no longer enough. It is now necessary to gather and analyse all available insight in order to objectively guide your marketing decisions with more depth and precision. Rather than viewing the customer from the company's perspective, Precision Marketing is about viewing the company, its products and its marketing messages from each customer's perspective. What does the customer want?