Whether you’re in a large business or you’re an entrepreneur, you’ve seen that how products and services are marketed has changed dramatically in the past several years. Our social, mobile, always-on, data-driven, analytical, highly-personalized world is changing at a pace never seen before.
How your message reaches the world is changing as fast as the technology changes. And the role of marketing has shifted, requiring marketers and business leaders not only to understand traditional marketing but also to mine data to make decisions.
Adele Sweetwood has just released a new book, The Analytical Marketer: How to Transform Your Marketing Organization. As Senior Vice President of Global Marketing and Shared Services for SAS, she guides marketing strategy and go-to-market programs. Her research and 30 years of marketing leadership make her the perfect executive to explain the shift in messaging and what to do about it. I recently asked her about the changing nature of marketing and analytics.continue reading »