Attend any marketing conference, and you get the feeling it’s the golden age of marketing. Marketing superstars share stories of breakthrough success. Technology automatically spins clouds of messy marketing data into deep insight (and record growth). We know who our customers are, how they shop and how they view our brands. Omnichannel, hyper-targeted campaigns are the new norm. And data-driven marketers collaborate seamlessly with traditional creative marketers, developing brilliant ways of connecting with consumers.
The reality on the ground doesn’t always match up. Marketers want to take advantage of the opportunities, but channels, tactics and consumer behavior are morphing at breakneck speed. It’s a real challenge to keep pace. And it’s only going to get faster. Yes, we have specialized technologies, systems and agencies at our disposal. But these tools and partners operate in silos, each shooting out overwhelming amounts of disconnected data.
How do we get from here to there? Certainly, it’s crucial to integrate our data and ensure that it’s clean, timely and trusted. But once that’s done, how do we use it to unlock business-building insights at speed and scale?
The answer is agile measurement—a proven methodology for using data to test, learn, make decisions and reallocate marketing dollars quickly and effectively. Done well, agile measurement turns the relentless pace of modern marketing into a strategic advantage.
Beckon’s white paper, The Mandate for Agile Measurement gives the full how-to, but here’s a sneak preview.
Agile measurement rests on the insight that new performance data is an opportunity to learn, decide and act. Every time we measure performance—stack-ranking the cost-effectiveness of various channels, for example, or tracking which messages are resonating best—it’s an opportunity to grow the business by cutting poor-performing efforts and reallocating that spend to winners. So naturally, it follows that the more often we receive new information and act on it, the greater the return on our marketing spend.
And that’s the basic story. Faster, better decisions that drive growth, all at the speed and scale of modern marketing. Download the white paper for a closer look.