Adele Sweetwood recently led the transformation of SAS's marketing organisation to meet the challenge of data and analytics in a globalised market. She shares her knowledge from the project and explains how to get rid of organisational silos to maximise efficiency in the digital age.
Making the most of analytics and Big Data in the world of marketing is a hot topic – maybe the hottest. The availability of rich data and the insights that can be gleaned from its analysis are changing how organisations can understand, predict, shape and continually enhance their customers' experience. But to do this effectively,...