As you may have already seen, Beckon CEO Jennifer Zeszut recently had the chance to participate in a Forbes series featuring top agile marketing experts including:
- Scott Brinker, editor of chiefmartec.com, program chair of MarTech and author of Hacking Marketing: Agile Practices to Make Marketing Smarter, Faster, and More Innovative.
- Roland Smart, VP of Social & Community Marketing at Oracle and author of The Agile Marketer: Turning Customer Experience Into Your Competitive Advantage.
- Jim Ewel, president of Peel the Layers and publisher of the agilemarketing.net blog.
- Mark Verone, VP, Global IFE Operations & Automation at Gogo.
The first article in the six-article series examined why agile marketing is so important for marketing success and can be found here.
The second article explores how to use data as a strategic asset. Here are a few of some of my favorite tips from the contributors:
- Jennifer: “It’s a bit of an oxymoron, but to go fast and be agile, marketing must first slow down and become intentional and deliberate regarding the quality and integration of its omnichannel marketing data… Good, clean, accurate, connected, aligned and validated data is essential to unlock insight and growth. Marketing needs a solid data foundation, a source of truth.”
- Scott: “Analytics are only as good as the quality of the data in the system. Therefore, it’s important for marketers at all levels to pay attention to the validity of data sources and take steps to make sure that the integrity of the data is maintained over time…there are certainly more technical practices for data management that most marketers won’t need to personally master. But they should appreciate the value of those services and seek to collaborate with technical staff who can provide them.”
- Roland: “Marketers should look for opportunities to break down big experiments and research into smaller experiments and research—this will output the data needed for agile iteration more quickly and it ensures that we have the most critical information required in a timely manner. The fact is, we often don’t know what to test or how to test at the onset of experimentation and data analysis, so small experiments let us align to the iteration while validating direction quickly.”
The full article with input from all of the experts above can be found here. We’d love to your perspective in the comments below.