Analytical Marketer

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. 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 head of global marketing for SAS, The Analytical Marketer is based on the authors firsthand experience of transforming a marketing organization from art to art and science. Challenged and inspired by their companys 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 authors candid lessons learned as she led the marketing organizations 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.