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Chapter 1. Precision marketing - Pg. 3

1 Chapter 1. Precision marketing This chapter provides an overview of precision marketing and the features available in WebSphere Commerce Version 7 to enable marketing managers to target more precisely to their customers. This chapter contains the following sections: Overview and objectives Benefits and capabilities of WebSphere Commerce Marketing concepts and terminology Working from statistics Customized precision marketing for your business In today's competitive business environment, retaining existing and loyal customers is as important as acquiring new customers. These customers are like individual brand ambassadors for your business who spread awareness about your products by word of mouth. With precision marketing, by using the appropriate tools and technology with statistical data analysis capabilities, and by taking the specialized approaches to marketing campaign design and its execution, companies can discover a new source of power. This can result in delivering accurate and exact marketing promotional messages to customer segments. Be precise. A lack of precision is dangerous when the margin of error is small. - Donald Rumsfeld © Copyright IBM Corp. 2010. All rights reserved. 3