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This is an Argyle Conversations paper produced by Argyle Executive Forum. The four page paper features an interview with Adele Sweetwood, Vice President of Americas Marketing for SAS, on the rise of analytics in marketing and how it can help show the value of strategy. Sweetwood explains why analytics are so important to marketing today, why analytics are changing the entire culture of marketing, and how marketing leaders can build the right skills for their team in order to increase analytics in the organization.
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