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The Analytical Marketer
book

The Analytical Marketer

by Adele Sweetwood, Thomas H. Davenport
September 2016
Beginner to intermediate content levelBeginner to intermediate
208 pages
3h 50m
English
Harvard Business Review Press
Content preview from The Analytical Marketer

2

Adopting an Analytical Mind-Set

From Reactive to Proactive

If you want to evolve into an analytical marketing organization, first you need to focus on your mind-set, which is why my guide to change starts here. The evolution of your organization begins by shifting how you and your organization think about using data and analytics in the way you go about marketing.

The shift to adopt an analytical mind-set certainly had an impact on my career. It was initially driven by our need to do a more effective job at measuring the value of what we were doing, especially when considering our impact on the sales pipeline and revenue. And we had to think differently because we now had all kinds of new data and metrics available that would allow us not only ...

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Publisher Resources

ISBN: 9781625278463