While several teams contribute to business success, present day trends point towards growing importance of IT. Thus marketers need to collaborate at a greater level with IT. SAS is one organization that has adopted IT as fulltime partner. Some best practices have thus emerged during such collaboration. First of all marketing and IT departments must focus on a common goal. Digital marketing for example cannot be executed without the common objectives of these two fields. The marketing strategy itself must explain the digital road map about to be pursued by the organization. By this data will be fortified as top priority, automation will be pursued and business analytics will be used to empower all marketers. Bridges must be established between marketing and IT to make sure their respective skills can be utilized effectively by the organization. Data needs to be used in a cohesive manner across the organization. Business reporting, use of graphics and trend analysis has to be maintained in single pattern.



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