The document discusses precision marketing and how it can be used to deliver better targeted messages to customers. Precision marketing aims to understand customers at an individual level using data analysis techniques to determine the most profitable segments. It involves collecting customer data, analyzing that data for insights, and using those insights to drive efficient marketing interactions tailored to each customer. Key aspects include economic segmentation, predictive analytics, lifetime customer value analysis, and leveraging data to personalize offers for acquisition, retention and maximizing profitability across the customer lifecycle. Large companies are able to use these techniques effectively through robust customer relationship management systems and advanced data analytics technologies.

1. Precision Marketing - a framework for deliver better success Internet Marketing Conference Gothenburg 29-30 April 2004 ClickStar.se

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