INTRODUCTION

Reinventing the Marketing Organization in the Analytical Era

Making the most of analytics, Big Data, and the Internet of Things in the world of marketing is a hot topic, maybe the hottest. Data and analytics are changing how organizations can understand, predict, shape, and continually enhance their customers' experience. But to deliver on that value proposition, marketing needs to undergo a change in culture, talent, structure, roles, responsibilities, and leadership.

While the traditional perception of marketing is very much along the lines of creative types made famous in the TV show Mad Men, or even the group that buys pens and T-shirts, the reality is that the best marketers today have a keen sense of and clear focus on the ...

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