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Analytical Marketing Will Deliver for Your Customers
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Analytical Marketing Will Deliver for Your Customers

Adele Sweetwood
Change This, 2016
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7

Recommendation

In the past, marketers had to flounder around in the dark. If revenues were up, they could rejoice in the knowledge that the marketing division had done its job. If revenues were down, they had to cast around again in the shadows, looking for a new campaign that might work. According to this report from Adele Sweetwood, global marketing executive at SAS, data from the digital world have redefined the game of marketing. getAbstract recommends this summary to CEOs, marketers and salespeople looking for a new way to shape the customer’s “decision journey.”

Take-Aways

  • Consumers no longer navigate a linear “decision journey.”
  • Would-be customers gather information from many channels; marketers can’t always control the content people see about their products or services.
  • Consumers depend on product reviews from their peers before making a purchase.

About the Author

Adele Sweetwood is the author of Analytical Marketing and heads global marketing at SAS, a leading analytics company.

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