The Analytical Marketer - Adele Sweetwood
How to Transform Your Marketing Organization
KORTE INHOUD
Analytics are driving big changes, not only in what marketing departments do but in how they are organized, staffed, led, and run. Leaders are grappling with issues that range from building an analytically driven marketing organization and determining the kinds of structure and talent that are needed, to leading interactions with IT, finance, and sales and creating a unified view of the customer. "The Analytical Marketer" provides critical insight into the changing marketing organizationdigital, agile, and analyticaland the tools for reinventing it. Written by the global vice president of marketing for SAS, "The Analytical Marketer" is based on firsthand experience. Challenged to change by its company s own analytical products, the SAS marketing organization was forced to rethink itself in order to take advantage of the new capabilities that those tools offer the modern marketer. Key marketers and managers at SAS tell their stories alongside the author s candid lessons learned as she led the marketing organiz...
