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The Analytical Marketer: How to Transform in a New Marketing Environment


Analytics are forcing change—not only in what marketing departments do, but in how they are organized, staffed and led. Organizations are grappling with issues that range from building an analytically driven marketing organization and determining the kinds of structure and talent that are needed, to managing interactions with IT, finance and sales and creating a unified view of the customer. Marketers need a new way of thinking about business, marketing and digital transformation. Adele Sweetwood, Senior Vice President of Global Marketing and Shared Services at SAS, along with two of her key marketing leaders, discuss practical techniques for marketing modernization and share real-world examples of successes. They'll explain what it takes to be truly agile in a digital world -- for marketers at all levels of the organization. Plus, from her new book, Sweetwood will share insights into how she transformed SAS’ marketing organization into a digital, agile and analytical success. This session will be a practical guide on how to disrupt and transform in a new marketing culture that not only survives, but thrives on and adds value through data and analytics.



Adele Sweetwood

Senior Vice President of Global Marketing and Shared Services

Adele Sweetwood leads global marketing for SAS, the world’s largest independent analytics company. Adele guides marketing strategy and go-to-market programs across field and digital marketing, demand generation, retention marketing, marketing sciences, and event marketing. She oversees digital investments in advertising, content, search and social media; furthermore, she has been instrumental in establishing SAS’ customer contact center, customer reference team, and the award-winning Executive Briefing Center. With an emphasis on building an analytical culture in marketing and delivering relevant programs to clients, she empowers her organization with data and analytics that allow for consistent results in revenue growth and optimized customer interactions. As the author of The Analytical Marketer (Harvard Business Review Press, October, 2016), Adele has been able to share her insights with a broader audience of leaders and practitioners.


Jennifer Chase

Vice President for the US Marketing & Shared Services

Jennifer Chase is the Vice President for the US Marketing & Shared Services for SAS’ United States Marketing & Shared Services organization. In this role she leads a team of US-based marketers who use data, innovative digital strategies and positive customer experiences to engage with customers throughout their entire decision journey. She is a proven leader with a passion to innovate, change, and learn while leveraging technology and data (with a bias toward SAS technologies!). Her scope of responsibility focuses on United States marketing strategies and initiatives, including go-to-market programs, digital & content marketing, event marketing, customer contact center, marketing sciences and customer referencing. Previously at SAS, Jennifer held positions in SAS Product Management as well as Industry Analyst Relations. Jennifer is also a veteran of several agencies where she provided marketing communication and public relations services.


Matt Fulk

Director, Global Marketing Analytics

Matt Fulk is the Director of Global Marketing Analytics at SAS. He is responsible for strategy and best practices for global marketing performance – which includes the use of data and analytics, reporting, and lead management. In an industry where employees are often split between the business side and the technical side, Fulk has expertise in both areas. He began his career at SAS in as a Database Marketing Analyst, focusing on SAS programming and opportunities to automate and change manual marketing processes. He later started the company’s Marketing Sciences division, which he grew into a team of more than a dozen analysts responsible for Marketing Analytics, Segmentation, Data Quality, and Operations strategies. Fulk’s vision for marketing is simple – lead with the pursuit of knowledge and action, and empower others to do the same.

Sponsored by:

  • DMA Analytics Community. DMA members who sign-up for this webinar will automatically be included in the this community to stay informed of future calls.

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