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The Analytical Marketer - How to Transform Your Marketing Organization (Hardcover)
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The Analytical Marketer - How to Transform Your Marketing Organization (Hardcover)
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How to lead the change 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 organization--digital,
agile, and analytical--and the tools for reinventing it. Written by
the head of global marketing for SAS, The Analytical Marketer is
based on the author's firsthand experience of transforming a
marketing organization from "art" to "art and science." Challenged
and inspired by their company's own analytics products, the SAS
marketing team 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 organization's transformation. With additional examples
from other leading companies, this book is a practical guide and
set of best practices for creating a new marketing culture that
thrives on and adds value through data and analytics.
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