The Application Of Precision Marketing To Optimize Customer Engagement

Abstract

This Dissertation explores the application of precision marketing as a strategy to enhance customer engagement, using Heetch El Djazair as a case study. In an era where consumers demand more relevant and personalized interactions, precision marketing aims to deliver the right message, at the right time, through the right channel, to the right person. Based on a comprehensive literature review and a mixed empirical study (qualitative interview and quantitative questionnaire), this work analyzes the impact of the four key dimensions of precision marketing on customer engagement. Findings confirm the positive influence of targeting, channel choice, and timing, while message personalization shows room for improvement. The Net Promoter Score (NPS) indicates a majority of satisfied users, with opportunities to convert passive users into loyal promoters. The study concludes with practical recommendations to help Heetch reinforce its precision marketing efforts and build long-term customer loyalty.