Data-driven Precision marketing, targeted marketing, and 1-to-1 marketing are different terms used to describe almost the same thing: addressing individual customers with specific offers. Their names vary, but the idea is the same. The data is a priceless gem on the steering wheel and the precision marketing. During the big data era, companies have access to the manager of the kind of records about consumers' behaviors, tastes, and interactions, which are hard to find in any previous era. The use of big data now extends far beyond pure personalization – this data can allow marketers to act with surgical precision.