The benefits of agile measurement and marketing are clear. As an example, a McKinsey study published in Harvard Business Review rated the analytics and agility capabilities of various companies’ marketing orgs on a scale of 1 to 7; they found that being 3 points higher on the scale corresponded to 1% higher profits.
Agile marketing is grounded in a rapid test-and-learn cycle. New information is an opportunity to learn, decide and act. Thus, every time we measure performance, it’s an opportunity to grow the business. And increasing the frequency of this cycle has an exponential effect on growth.
But how can marketers put agile measurement in place? In the fifth article of a six-part series on agile marketing, the experts advise starting small, focusing on iteration, and keeping things on track with strong leadership. For more insight, see Part 1, Part 2, Part 3, and Part 4.
Whitler: What trends are you seeing around agile marketing measurement and analytics?
Brinker: Marketers have a mandate to leverage the wealth of data that the digital world offers them. As a result, data is steadily being democratized in…