You’ve heard it a lot by now: To be agile and data-driven, marketing teams need to democratize reporting and analytics, and put data-driven decision-making power in the hands of more people.
Easy to say, but harder to pull off. Questions immediately spring to mind. How much data do you share? What do you keep close to the vest? Do you democratize analytics fully or enforce guardrails for users? How do you roll out the new capabilities? How should leaders encourage data-informed experimentation?
Managing marketers’ new and evolving roles can be tricky as well. Democratizing the data will make one-third of the marketing team jump for joy, another third apprehensive but open, and the last third scared to death.
Recently, at MarTech 2017, Campbell’s Director of Global Media Marci Raible sat down with Beckon’s own Jennifer Zeszut to discuss exactly these challenges.
Because Campbell’s has done it. They’ve made the journey, surmounted the hurdles, and now offer their marketers direct access to clean, trusted data and insight, and the freedom within a framework to make data-driven decisions on their own.