The Analytical Marketer: How to Transform Your Marketing Organization

by Adele Sweetwood, Thomas H. Davenport (Foreword)

How to lead the changeAnalytics 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. The Analytical Marketer provides critical insight into the changing marketing organization-digital, agile, and analytical-and the tools for reinventing it.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.” Challenged and inspired by their company’s own analytics products, the SAS marketing team was forced to rethink itself in order to take advantage of the new capabilities that those tools offer the modern marketer. Key marketers and managers at SAS tell their stories alongside the author’s candid lessons learned as she led the marketing organization’s transformation. With additional examples from other leading companies, this book is a practical guide and set of best practices for creating a new marketing culture that thrives on and adds value through data and analytics.

Genres: Nonfiction, Business

198 pages, Kindle Edition

Published September 13, 2016

Reviews

[Dmytro Fedorchak · Rating 5 out of 5]

Хороша книга на тему маркетингу. Звичайно, вона не відкриває чогось нового, проте гарно структурує те, що у Вас є в голові, плюс показує наскільки важливою для сучасного маркетолога є аналітика. Цим самим книга гарно показує як маркетинг з «творчої» сфери перейшов в «технічну», де розуміння алгоритмів та правильних метрик відіграє все важливішу роль.
Ставлю 5, тому що для пост совкового книга гарно показує неефективність «старого» менеджменту, і наскільки важливим є рух вперед, зміни і правильні підходи, бо метод спам-ґвалтування вже не діє.

[Erik · Rating 2 out of 5]

Maybe a better subtitle would be "If you fell asleep at your marketing job 25 years ago and it just woke up, read this book."

[Robert · Rating 1 out of 5]

As a non-marketer being curious about marketing and with an interest of learning analytics, this book picked my attention. But I found it excruciatingly boring and full of corporate buzzwords, self-congratulations and generic stuff. I was deceived by its size, I thought it would be a breeze to read, but it is very badly written: Managed to finish it more from a sense of duty and looking for useful information, which can be found here and there in the book and in one of the appendixes, the digital job descriptions.

[Seb · Rating 3 out of 5]

Questo libro si presenta come una risorsa preziosa per chiunque operi nel marketing moderno, offrendo una panoramica dettagliata su come la disciplina si è evoluta verso un approccio sempre più basato sui dati e sull'analisi. Con una struttura ben organizzata e consigli pratici, l'autore dimostra chiaramente l'importanza dell'analisi dei dati e delle metriche nel marketing contemporaneo.

✅ **Approccio Pratico e Applicabile**: Il libro è lodato per la sua praticità e facilità di implementazione, con esempi concreti che dimostrano come le aziende possano applicare framework e tattiche di marketing.

✅ **Importanza dell'Analitica**: Sottolinea come l'analisi dei dati sia fondamentale per la modernizzazione del marketing, mettendo in evidenza la transizione da metodi più tradizionali a quelli basati su dati e metriche.

✅ **Struttura e Chiarezza**: Fornisce una struttura ben organizzata che facilita la comprensione dei concetti e delle strategie trattate, rendendolo utile per marketer di tutti i livelli.

✅ **Adatto ai Principianti**: È considerato una buona introduzione per chi è alle prime armi con il marketing basato sui dati, con descrizioni di ruoli e responsabilità utili per chi entra nel settore.

❌ **Contenuto Non Originale**: non offre pensieri particolarmente innovativi e che possa sembrare una promozione di strumenti analitici senza aggiungere contenuti veramente nuovi.

❌ **Scrittura e Stile**: scrittura noiosa e piena di gergo aziendale, il che può rendere la lettura poco coinvolgente per chi non è già immerso nel campo del marketing.

❌ **Eccessiva Lunghezza**: contenuto è più lungo del necessario e certe sezioni avrebbero potuto essere sintetizzate per migliorare la leggibilità e l'efficacia del libro.

[L · Rating 3 out of 5]

Nothing very original or super out there but a good intro to how marketing is shifting to the more tech and analytics focused approach. This also includes sample job descriptions that are helpful.

The table of contents pretty much tells it all.

Reinventing the marketing org in the analytical era
Change of customer decision journey.
Adapt an analytical mindset
Realign your structure
Build talent and skills
Leading the analytical organization

[Quharrison · Rating 5 out of 5]

Wow - Best Book Ever on Marketing Orgs

I loved how practical and easy to implement this book is. You can tell the author put a lot of thought into how the information is outlined and consumed. The book offers solid advice for marketers of all levels and provides tangible examples on how other companies have used certain marketing frameworks and tactics.

[Alex DiBattista · Rating 4 out of 5]

I really enjoyed this one. I am still in my early career and the transformation discussed here was very motivating. Even if some of the things are older concepts, it was great reading about how to implement changes. I am definitely in a situation where the marketing data could be more sophisticated and this was a perfect way to get me thinking.

[Iurii Znak · Rating 2 out of 5]

No original thoughts on the topic and a feeling of "SAS Promotion".

[Christine Seib · Rating 3 out of 5]

Good for beginners to data-driven marketing.

[Simonas · Rating 4 out of 5]

Knyga labai basic, bet kartais reikia ir tokių. Basic pavyzdys, kaip valdyti didelę marketingo organizaciją digital+KPI principais.

[Darren · Rating 5 out of 5]

There is no shortage of marketing books, all promising to help the reader master this complex and ever-changing discipline, yet very few really manage to step up to the plate and deliver. This one, which seeks to show how analytics and data can help a marketing department and its sponsoring company, has the potential to be the exception to that rule.

In one way it is getting easier to know your intended customer and target them, even if you don’t have an individual profile for them. Yet it is equally harder, more complex and arguably more fraught with risk too, especially if you get it wrong. The world of analytical marketing has not stood still and will be probably in a state of permanent flux and evolution.

This interesting book mixes current best practice and research with a host of practical experience, written by somebody who has been there and “done it” for a major international company, which itself transformed its marketing organisation and activities due to the needs and demands of analytical marketing. Learn what worked and did not work, gain valuable insight and also discover how other companies have met this challenge through some interesting case studies.

Kudos to the author for providing a clear, relatively jargon-free and accessible book that will draw you in and keep you engaged. Even if you don’t have marketing responsibilities it is capable of being an attractive, different read to a general reader. Know thy enemy and all that! It is written in such a way that a total newcomer can jump right in and start thinking and working with analytical marketing, whilst the more experienced pro can refine or rework their activities.

An enjoyable, different read that deserves closer consideration by marketing professionals. At this price, it is truly a steal.

Autamme.com

[Jessica · Rating 4 out of 5]

I liked this book especially from a marketing perspective. It provides insight into how crucial the analytics of a company really is and that as a company there is no other option but to conform.

[Andy · Rating 4 out of 5]

Really helpful book, even if some of the content is longer than it needs to be. Useful sample job descriptions included, too.

[Greg · Rating 5 out of 5]

This is a great read for anyone who is working in modern marketing organization. The book is full of useful insights on how to use data to transform your marketing department or organization to analytical one. By being analytical you will be able to save tons of money through efficiency and effective use of data. It will also create more value than ever before.

This book will show you the way to navigate the world of modern marketing.