In 2016, the term agile marketing measurement moved from buzzword to mainstream. Why? Because although we’ve known for a long time that we need to use data to be faster, smarter and more nimble to reach our customers—now we have the resources AND perspective to make it a reality. We’ve moved from trying to find the perfect tool or technology that promises agility to thinking about how to use data to actually implement an agile marketing approach across our organizations.
Recently, Beckon CEO Jennifer Zeszut joined other experts for an agile marketing measurement roundtable Q&A hosted by Forbes. Together they dug into how to use data to make agile marketing measurement a reality. We’ve rounded up all of the articles in the series for a comprehensive look at how to get started:
Why agility is so important, and the ROI marketers can expect when they embrace agility and rapid testing, measuring and optimization.
Best practices and tips for using data to make faster, better decisions and optimize your marketing spend.
How marketing can work with IT to leverage each other’s skill sets and use data to market at the speed of the customer.
Manual processes are no longer an option. This article explores the tech tools that can help marketers find valuable insights in their data.
How to get past theory and put agile measurement in place.
The final article in the series explores the central question—how do you measure the efficacy of agile marketing?