For the 133rd episode of The Marketing Book Podcast, I interviewed Adele Sweetwood, author of The Analytical Marketer: How to Transform Your Marketing Organization.
Analytics 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.
Written by the head of global marketing for SAS, The Analytical Marketer is based on the author’s firsthand experience of transforming a marketing organization from “art” to “art and science.”
While there are many books and university courses that cover marketing analytics, data management, and even more on the subject of organizational management, my goal with this book is to provide other marketers like me a unique guide that combines those subjects. In short, this is the book I wish I had had when I led the marketing transformation at SAS. I’ve written this book to share what we did and how we did it and to provide insights and lessons to others, like you, who are also reinventing your marketing organizations for the digital analytical age.
A bit more about the book…