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The Analytical Marketer
Af: Adele Sweetwood Engelsk Hardback
SPAR
kr 37
The Analytical Marketer
Af: Adele Sweetwood Engelsk Hardback
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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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.
Produktdetaljer
Sprog: Engelsk
Sider: 208
ISBN-13: 9781625278456
Indbinding: Hardback
Udgave:
ISBN-10: 1625278454
Udg. Dato: 4 okt 2016
Længde: 23mm
Bredde: 243mm
Højde: 165mm
Oplagsdato: 4 okt 2016
Forfatter(e): Adele Sweetwood
Forfatter(e) Adele Sweetwood


Kategori Salgs- & markedsføringsledelse


Sprog Engelsk


Indbinding Hardback


Sider 208


Udgave


Længde 23mm


Bredde 243mm


Højde 165mm


Udg. Dato 4 okt 2016


Oplagsdato 4 okt 2016

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