Analytics, data, and technology are all important considerations in the transition to an analytical marketing culture, but most important are the people involved in that transformation. Vision, curiosity, and passion are the foundation for their success as analytical marketers. It was important to me that I incorporate their stories in this book. By interviewing many of the people directly involved, I was able to include relevant examples, authentic experiences, and valuable perspectives. I want to extend a huge thank you to Jennifer Chase and Matthew Fulk for being amazing partners during this journey; you are always voices of reason and your love of data provides our organization with the direction it needs.
Barbara Anthony, John Balla, Scott Batchelor, Mary Betts, Gary Catalfu, Julie Chalk, Elizabeth Creech, Cameron Dow, James Goodfellow, Gene Gsell, Linda Hester, Aaron Hill, David Macdonald, Berni Mobley, Melissa Perez, Felicia Ramsey, Scott Sellers, Shawn Skillman, Amanda Thomas, Will Waugh, Ericka Wilcher, and Patrick Xhonneux—my sincere appreciation for giving me your time, ideas, and stories and allowing me to include them in this book. Thank you for your constant inspiration.
Composing, editing, and designing this book required a terrific team that worked diligently with me over the past few years. I could not have written this book without Darren Dahl, Kelly LeVoyer, Pamela Meek, and Daniel Teachey, who have helped me bring these voices and stories to life. Thank you to Karen Day, Stacey Hamilton, Brian Jones, Felicia Ramsey, and Loretta Winstead—I am so very grateful for the support and expertise that you provided me along the way. Also, thank you to the Harvard Business Review Press team, including Gail Day, Julie Devoll, Jane Gebhart, Dave Lievens, and Melinda Merino, for bringing this book together and sharing it with the marketing world. I am fortunate to have forged so many new wonderful relationships and strengthened existing ones.
Along the way, there has been an extended team of people that have offered their services or encouragement—my thanks to Jeff Alford, Ashley Binder, Karen Campbell, Blanden Chisum, Jim Davis, Michele Eggers, Denise Lange, Angela Lipscomb, Mary Munn, Stefanie Mueller, Deb Orton, Julie Platt, Alastair Sim, Sue Talley, Nancy Wilson, and Jon Walters.
I was also very fortunate during this project to have some of our clients and my colleagues share their marketing stories and expertise from various perspectives. Emmett Cox, Brenda Hodge, Jill Dyché, Tom Davenport, Phil Brojan, Ramkumar Ravichandran, Mohammed Chaara, and James Weber—the experiences you shared gave the book substance and showcased diversity across the various fields of marketing. Thank you for your time and input. And, Tom, special thanks for being the one to spark this project.
Strength and drive come from within, but are constantly fueled by those around you at all stages of your life. For a working mom, the support system that provides that fuel is vital. My support system has always given me the guidance and confidence I need to be successful. Chris, Dylan, Cole, Jack, Michael, and Mom—thank you for your unwavering love.