Analytics is driving big changes in marketing, not only in what marketing departments do but also in how they are organized, staffed, led, and run.

Marketing leaders are grappling with multiple issues, which include creating a unified view of the customer, building an analytically driven marketing organization, and determining the structure and talent needed to lead interactions with IT, finance, and sales

Adele Sweetwood, head of Global Marketing for SAS, the world’s largest independent analytics company, has thought deeply about this and has written about how analytics is transforming marketing. On November 16, Sweetwood will lead an interactive Harvard Business Review webinar focused on the analytical marketer.

Sweetwood will share critical insights on the changing marketing organization that is digital, agile, and analytical—and tools for reinventing it. Her insights are based on her own firsthand experience transforming a marketing organization from “art” to “art and science.” Challenged and inspired by SAS’s analytics products, the SAS marketing team was forced to rethink itself to take advantage of the new capabilities that those tools offer the modern marketer.

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