Analytical Marketer How To Transform Your Marketing Organization

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 thekinds of structure and talent that are needed to leading interactions with IT, finance and sales and creating a unified view of thecustomer. The Analytical Marketer provides critical insight into the changing marketing organization—digital, agile, andanalytical—and the tools for reinventing it.Written by the head of global marketing for SAS, The Analytical Marketer is based on the author’s first-hand experience oftransforming a marketing organization from “art” to “art and science.” Challenged and inspired by their company’s own analyticsproducts, the SAS marketing team was forced to rethink itself in order to take advantage of the new capabilities that those toolsoffer the modern marketer. Key marketers and managers at SAS tell their stories alongside the author’s candid lessons learned asshe led the marketing organization’s transformation. With additional examples from other leading companies, this book is apractical guide and set of best practices for creating a new marketing culture that thrives on and adds value through data andanalytics.“A must-read for all marketing executives. Sweet wood provides a quick, practical and easy-to-understand guide to turn yourmarketing organization into an analytic powerhouse.”Lori Schafer, co-author, Branded! How Retailers Engage Consumers with Social Media and Mobility; Executive Advisor, SASGlobal Retail—“Persuasive and powerful. An essential guide to rethinking and rebuilding your marketing organization—from mind-set andstructure to talent and leadership.”Geoffrey A. Moore, author, Crossing the Chasm and Zone to Win—“The Analytical Marketer is the definitive guide to jump-starting your marketing organization’s analytical transformation.”Erik Qualman, bes