xv aBouT THe auTHors Sandra Zoratti is Vice President, Marketing, Ricoh and manages a business created from former IBM and Ricoh companies located in Boulder, Colorado. Sandra built and launched the Precision Marketing practice from the ground up and is recognized as a thought leader in the area of Precision Marketing. Currently, Sandra is driving Ricoh's co- branded initiatives with the Chief Marketing Officer Council to help senior marketers around the world optimize customer engage- ment through the adoption of precision marketing practices. Sandra contin-