The Analytical Marketer

The Analytical Marketer

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Sweetwood, Adele Harvard Business School Publishing Corporation, 2016 Audio summary available
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IN THIS SUMMARY

In today’s business world, data and analytics continue to gain importance in all functional areas, including marketing. Organizations are discovering that analytics can be used to better understand and improve the customer experience. To integrate data and analytics into the day-to-day operations of the marketing function, however, leaders must make changes to their cultures, organizational structures, job descriptions, and more. In the Harvard Business School Publishing title The Analytical Marketer, Adele Sweetwood discusses how analytics company SAS and other leading companies have transformed their marketing teams to work effectively in the digital analytic age.