Review of The Analytical Marketer

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Rating

8 Overall

9 Applicability

8 Innovation

8 Style


Review

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.

 

For all her intriguing and credible insights into the future of marketing and the necessity for analytics above all, Sweetwood rarely engages the reader beyond a clear, straightforward presentation of facts. While she does share some anecdotes, tactics and career revelations, her prose is mostly reminiscent of a straightforward but really useful corporate report.

Compared to lesser thinkers with less groundbreaking ideas and more hyped-up writing voices, Sweetwood’s solid prose offers welcome knowledge and veracity. Much of what she proposes rings true, sensible and actionable. To help readers achieve the reorganization that she proposes, Sweetwood offers a handy checklist of questions at the end of every chapter. These questions serve two helpful purposes: to summarize the most important actions listed in the chapter and to provide a standalone set of queries your organization must answer to implement the necessary changes she describes. These questions add a worthwhile element to Sweetwood’s advice. You can’t answer them quickly. Responding properly requires making substantive, positive change throughout your organization – or acknowledging the need to do so. Of course, you must read the entire book to reap the benefit of these questions. But when you finish, it’s the questions you’ll copy, post on your office wall, and refer to again and again.


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