The marketing world is speeding up. Marketing orgs are responding by exploring ways to give their teams direct access to clean, trusted data along with a north star to steer by—that is, the freedom to make agile, data-driven decisions on their own, while staying true to the overall objectives of the business.
Campbell’s is one of many companies wisely pursuing this. Their setbacks and successes along the way offer valuable perspective on how to help freedom within a strategic framework take root in your own marketing org.
Campbell’s Director of Global Media Marci Raible spoke about her team’s journey with Beckon’s own Jennifer Zeszut at MarTech 2017. Happily, we got it all on video—a video case study, if you will.
It’s a first-hand account of the opportunities Campbell’s saw, the roadmap they put in place, the choices they made and why, and the ways in which their marketers are now using data to make faster, better decisions that align with business goals.
It’s a can’t miss video, full of best practices and hard-won lessons. And you can watch it here.
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