Steve Rubel wrote on his blog about a book titled Moneyball: The Art of An Unfit Game and focuses in on 3 approaches to new marketing. The book is about how the Oakland A’s built a team with very little budget. It reminded me of many of the smaller start-up companies I have consulted for. Then it reminded me of my own consulting company, 720x, and how these 3 steps could help me be more successful.

Here are three ways you can apply Moneyball Marketer in your company today:

1) Become a Super Cruncher – Look beyond the common methods for evaluating media and identify more meaningful, perhaps esoteric statistics. For example, make a buy based on a site’s ability to drive consumers to complete high value tasks.

2) Skip Reach, Go Niche – As hard as it is, try forgoing some of the larger sites in favor of emerging niche ones that deliver a higher percentage of your target. Work with them to create measurable, outside-the-box programs. For example, consider Takkle – an emerging social network focusing on high school sports.

3) Think Relationships, Not Impressions – The most successful companies in business today recognize that relationships rule. Consider launching programs that allow you to hone your relationships with narrow segments of your audience. Go beyond impressions.