000			02895cam a2200337Ki 4500
001			ocn957465307
005			20240726105209.0
008			160829s2016 mau o 000 0 eng d
040			_aNT _beng _erda _epn _cNT _dOCLCO _dYDX
020			_a9781625278463 _q((electronic)l(electronic)ctronic)
050	0	4	_aHF5415 _b.A535 2016
100	1		_aSweetwood, Adele, _e1
245	1	0	_aThe analytical marketer : _bhow to transform your marketing organization / _cAdele Sweetwood.
260			_aBoston, Massachusetts : _bHarvard Business Review Press, _c(c)2016.
300			_a1 online resource.
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
347			_adata file _2rda
504			_a2
520	0		_aAnalytics 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 senior 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.-- _cProvided by publisher
505	0	0	_aIntroduction: Reinventing the marketing organization in the analytical era -- _tThe customer decision journey has changed -- _tAdopting an analytical mindset -- _tRealigning your structure -- _tBuilding talent and skills -- _tLeading the analytical organization -- _tConclusion: What's next? Your call to action.
530			_a2 _ub
650		0	_aMarketing _xTechnological innovations.
650		0	_aMarketing _xManagement.
650		0	_aQuantitative research.
655		1	_aElectronic Books.
856	4	0	_uhttps://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=1341707&site=eds-live&custid=s3260518 _zClick to access digital title | log in using your CIU ID number and my.ciu.edu password
942			_cOB _D _eEB _hHF. _m2016 _QOL _R _x _8NFIC _2LOC
999			_c92309 _d92309
902			_a1 _bCynthia Snell _c1 _dCynthia Snell