Sweetwood, who has held sales, services, and marketing positions for an analytics company, shows marketers how to transform into more analytically driven professionals in the digital and social
age and create a new marketing culture that uses data and analytics. She shares what they did at her marketing organization (as well as the experiences of other companies), how they did it, and
insights and lessons for others on marketing analytics, data management, and organizational management. She focuses on changes in marketing mindset, structure, talent, and leadership. Included
are stories of analytical marketers and interviews with chief marketing officers, information technology executives, thought leaders, and specialists in analytics. Annotation ©2016 Ringgold,
Inc., Portland, OR (protoview.com)
