New Book, Precision Marketing: Maximizing Revenue Through Relevance, Exposes Need to Drive Advocacy and Loyalty with Customer-Centric Engagements

CMO Council Executive Director Donovan Neale-May Pens Forward for Release by Sandra Zoratti and Lee Gallagher

PALO ALTO, CA (June 29, 2012)—Authors Sandra Zoratti and Lee Gallagher, both leading marketers with years of experience working with Fortune 500 brands to transform their communications and customer engagements, have authored a new book, Precision Marketing: Maximizing Revenue Through Relevance. Chief Marketing Officer (CMO) Council Executive Director Donovan Neale-May has provided a comprehensive foreword to the new release.

Now available through booksellers and, Precision Marketing challenges marketers to transform their communications and eliminate the barrage of irrelevant messaging that can actually cause a customer to disconnect from a brand. Zoratti and Gallagher’s precision marketing framework gives marketers a step-by-step guide to establish a data-driven engagement strategy that delivers the right message, in the right channel, to the right customer in the manner, media, and language the customer values.

“Today’s customer has been clear about why they will disconnect from their most valued brands—irrelevant communications that fail to acknowledge that the brands they support know and understand who the customer is,” said Liz Miller, Vice President of Global Programs and Operations for the CMO Council. “In fact, in a recent CMO Council study, more than 90 percent of consumers polled admit they have unsubscribed from brand communications because the message was irrelevant to them. Precision Marketing is not just a nice idea or passing recommendation. In a time when consumers are weighing their loyalty options, Precision Marketing is a requirement.”

“The Know ME or NO ME 2012 savvy consumer votes with their dollars and defects from brands that are not relevant,” said Lee Gallagher, co-author. “Precision Marketing challenges marketing archers to hit the mark by leveraging data to precisely target consumers with relevant marketing and messaging to engage and retain their customer base.”

Precision Marketing breaks down the steps to achieving a customer-centric precision marketing strategy, highlighting the analytics, intelligence, measures, metrics, and real-world examples of how relevance can amplify advocacy. The book also features more than 44 case studies with brand icons such as Amazon, Fiat, 1-800 Flowers, Caesars Entertainment, 7 Eleven, and Best Western. For more information, visit the authors’ website and

The authors will be donating all royalties from the book to Room to Read, an international nonprofit organization dedicated to helping children read.  Precision Marketing can be purchased for $19.67 by visiting