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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

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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Publisher Resources

ISBN: 9781625278463