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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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Editorial Rating

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.”

Summary

Would-be consumers of every product and service must navigate a “decision journey” before making a purchase. In the early days of commerce, companies could augment blunt advertising campaigns with just one other tool: word of mouth. If a consumer arrived at a storefront, then salespeople, ambience and carefully chosen packaging might encourage a purchase. Marketers followed the “four Ps” – “product, price, package” and “promotion.” All those elements still exist in marketing, but now the consumer traverses most of the decision journey in the digital sphere, where...

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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