Building a more agile marketing environment that takes advantage of analytics comes down to making data easily accessible at any time and anywhere, and using automation and in-memory processing to deliver it quickly, writes Adele Sweetwood, vice president of Americas marketing and support at SAS. Add meaning to data by combining different data sources for a full view of target consumers, measuring data relevant to performance objectives, and being consistent with data measurement and delivery across all levels and departments.

Related Summaries