Ricoh Releases a Marketer's Guide to Data- and Insight-Driven Marketing

BOULDER—Jun 28, 2012—When it comes to marketing, precision matters. Award-winning marketer, Sandra Zoratti, author and vice president of marketing, executive briefings and education for Ricoh, establishes a persuasive case for data-driven marketing in her new book—“Precision Marketing: Maximizing Revenue Through Relevance”— launched by Ricoh today.

Featuring success stories from industry giants such as Amazon Fiat, and Caesar's Entertainment, the book provides valuable and pragmatic insights into how a company can earn and maintain a strong foothold in today's highly competitive economy.

Zoratti explains how customers say, “Know me or no me!” and vote with their dollars, attention and brand-altering online voices when companies fail to deliver relevant marketing content. Marketers, it seems, are still missing the relevancy mark and thus introducing substantial risks to the health of their business.

The author asserts, and supports with real-world examples, that by leveraging existing customer data to deliver targeted and tailored content, marketers can effectively increase customer loyalty, attract new prospects and drive revenue for their brand.

The book also examines the hidden costs and negative impact of marketing clutter on a company's bottom line, and offers results-driven solutions that will help strengthen a brand's market positioning.

“Precision Marketing” is a must-read for any senior executive or marketer looking to understand what drives consumers to make purchase decisions and stay loyal to a brand. Customer engagement is a key, ever-present challenge faced by marketers, and this book provides a six-step framework to implement targeted and proven marketing approaches across all communications channels—including direct mail, email and social media.

Zoratti, winner of BMA Gold Key and International MarCom awards and BMA Colorado Marketer of the Year in 2012, gives a thorough breakdown of the steps necessary to deliver more powerful marketing results through the use of customer insights developed via data analytics.

All author royalties from this book will be donated to Room to Read, an international nonprofit organization focused on literacy and gender equality in education.

“As marketers, we spend the bulk of our time and dollars on the ever-elusive goal of customer engagement. Today, consumers are in control, and a whopping 50 percent of consumers said they are leaving brands due to irrelevancy,” asserted Zoratti. “Through our work at Ricoh with leading hotels, telecommunications companies, insurance companies, public utilities and more, we’ve utilized the data-driven precision marketing tactics featured in this book to help secure our customers double-digit-plus returns on marketing investments. My hope is that this book is illuminating to other marketers and companies who are looking to improve customer engagement and drive revenue and ROI.”

Readers of this book will gain:

• Actionable Insights: This book will introduce a new, effective and practical approach—precision marketing—to business and consumer marketing that addresses the growing challenge of buyer resistance and message fatigue.
• Proof Points: Market metrics, data points and other compelling evidence is provided to support the precision marketing business case. “Precision Marketing” will provide resources to help the champions of change promote this approach in a way that gains the support of other senior decision-makers and decision-influencers.
• Compelling Case Studies: This book provides vivid examples of how other leading companies, across industries, geographies and applications, are employing insight-driven marketing to deepen customer relationships and achieve profitable growth.
• Perspectives from Business and Marketing Innovators: Drawing on the perspectives of thought leaders and business practitioners, “Precision Marketing’ will show that relevancy is key to today's successful business and marketing strategies—even as it defies some aspects of conventional wisdom.

Order a copy online or find out more information at www.precisionmarketingbook.com.

About Ricoh
Ricoh is a global technology company specializing in office imaging equipment, production print solutions, document management systems and IT services. Headquartered in Tokyo, Ricoh Group operates in more than 200 countries and regions. In the financial year ending March 2011, Ricoh Group had worldwide sales of 1,942 billion yen (approx. $23 billion). http://www.ricoh.com

Source: Ricoh.