{"product_id":"the-analytical-marketer-9781625278456","title":"The Analytical Marketer","description":"\u003cdiv\u003e\n\u003cb\u003eHow to lead the change\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003eAnalytics 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. \u003ci\u003eThe Analytical Marketer\u003c\/i\u003e provides critical insight into the changing marketing organization—digital, agile, and analytical—and the tools for reinventing it.\u003cbr\u003e\u003cbr\u003eWritten by the head of global marketing for SAS, \u003ci\u003eThe Analytical Marketer\u003c\/i\u003e 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.\u003cbr\u003e\n\u003c\/div\u003e","brand":"Adele Sweetwood","offers":[{"title":"Default Title","offer_id":48284091678971,"sku":"9781625278456","price":35.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0779\/3917\/9771\/files\/CoreSourceHub_d3b33ff8-d0f6-43f1-af9c-fa58bf3f1f89.jpg?v=1778780667","url":"https:\/\/indiepubs.com\/products\/the-analytical-marketer-9781625278456","provider":"IndiePubs","version":"1.0","type":"link"}