Written by the global vice president of marketing for SAS, The Analytical Marketer is based on firsthand experience. Challenged to change by its company’s own analytical products, the SAS marketing organization 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 to creating a set of best practices and a new marketing culture that thrives on and adds value through data and analytics.
|Produto sob encomenda||Não|
|Editora||Harvard Business Review Press|
|Ano da edição||2016|
|Número de Páginas||256|
|Autor||Davenport, Thomas H.; Sweetwood, Adele|