Career marketer Adele Sweetwood is senior vice president of global marketing and shared services at SAS – the world’s largest independent analytics company. She argues that to be effective, today’s marketers must research and concentrate on customer demands as identified through next-level analytics and data-driven methodologies. Sweetwood says advertising has moved far beyond the Mad Men stereotype of marketers sitting around thinking up advertising or marketing concepts and pitching those concepts to clients. Because today’s savvy marketers never stop collecting and analyzing data about their clients and customers, they know what customers will purchase, use, and enjoy or reject.
Sweetwood advises marketing organizations to modernize every aspect of their operations so they can embrace analytics fully. Today, she says, they must focus on “data-driven and analytical” methodology instead of pursuing yesterday’s emphasis on “visual and creative” marketing. Marketers must lead clients into this new age, and that requires a new approach in client communication. Sweetwood’s mission is to guide leaders through a complete restructuring of their organizations, so she provides a strong overview with graphics, charts and lists. getAbstract recommends her advice to top executives, business owners and entrepreneurs.
About the Author
Adele Sweetwood is senior vice president of global marketing and shared services at SAS – the world’s largest independent analytics firm. She recently applied her 26 years of experience at SAS to leading its transformation to embracing global data and analytics.