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The Analytical Marketer

简体网页||繁体网页
Adele Sweetwood 作者
Harvard Business Review Press
译者
2016-10-4 出版日期
208 页数
USD 32.00 价格
Hardcover
丛书系列
9781625278456 图书编码

The Analytical Marketer 在线电子书 图书标签: 营销  数据分析  数字营销  marketing   


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发表于2024-11-30


The Analytical Marketer 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

The Analytical Marketer 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

The Analytical Marketer 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024



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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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