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The Analytical Marketer: How to Transform Your Marketing Organization
By Adele Sweetwood and Thomas H. Davenport (foreword by)
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Bibliographic Detail
Publisher Harvard Business School Pr
Publication date October 4, 2016
Pages 256
Binding Hardcover
Book category Adult Non-Fiction
ISBN-13 9781625278456
ISBN-10 1625278454
Dimensions 0 by 6.13 by 9.25 in.
Original list price $32.00
Summaries and Reviews
Amazon.com description: Product Description:
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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Hardcover
Book cover for 9781625278456
 
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With Adele Sweetwood | from Harvard Business School Pr (October 4, 2016)
9781625278456 | details & prices | 256 pages | List price $32.00
About: How to lead the changeAnalytics are driving big changes, not only in what marketing departments do but in how they are organized, staffed, led, and run.

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