7 STEPS TO AGILE MARKETINGTHE WORLD IS SPEEDING UP AND CONSUMER TOUCHPOINTS ARE MULTIPLYING.

AGILE MARKETERS TURN THESE CHALLENGES INTO A STRATEGIC ADVANTAGE.

1. Get Ready

2. Try Stuff

3. Measure Everything

4. Learn Fast

5. Listen Closely

6. Collaborate Freely

7. Optimize Often

Agile marketers want to move fast and make better

decisions, so they start with an automated, trusted

source of timely data. Free from the cumbersome

chore of manual data gathering, aligning, copying

and pasting, they can spend their time learning

deeply about consumers and coming up with

creative, data-driven ways to connent with them.

get ready1

of data scientists’ time is currently spent collecting, cleaning, and organizing data

and only

of their time is spent analyzing and mining the data for trends.1

[[

]]

79%

21%

Annual planning actually stifles innovation

because the stakes are so high—it’s risky to

try something truly new. Agile marketers

don’t put all their chips on one big launch,

but instead commit to constant, creative

experimentation—trying new things that

might do a better, more cost-effective job

of meeting their goals.

try stuff

That puts significant pressure on marketers to get it right the first time, and little room to test out new and innovative ways to reach customers.

[ ]

2

of marketers feel they’re not encouraged to experiment.243%

Agile marketers back up their creative

experimentation with ruthless omnichannel

measurement. Before launching a campaign

or marketing effort, they establish baselines

and predict what’s likely to happen. Then,

when the campaign or effort goes live, they

compare planned vs. actual performance on

an ongoing basis.

3

measureeveryt hing of marketers say capturing and applying data to inform and drive marketing activities is the new reality.374%[ ]

Marketing is always changing. Consumer

touchpoints and influences are ever multiplying.

Competitors are constantly responding with their

own strategies and tactics. And social media

amplifies everything. Agile marketers embrace all

this as the new normal. They view their marketing

efforts—successes and failures alike—as

opportunities to learn what’s working, what’s not,

why and at what cost. Using data-driven insights

and shorter, more-iterative planning cycles, they

fail fast, identify winners quickly and just plain

make faster, better decisions.

4

learn fas

average return for a sluggish reallocator.4[ ]

average return to shareholders when a company actively reallocates[ ]10%

6%versus

Agile marketers know that numbers don’t tell the

full story. So they pay close attention to the voice

of the consumer and weave it into spend and

performance reporting to give context. They want

zero blind spots as they strive to understand and

connect with consumers no matter where they are.

listen closely

5

of companies are using two or more channels to listen and engage with customers 99%[ ]

make changes based on those insights.530%[ ]but...only

For too long, marketers (and their data) have been

stuck in individual channels. But consumers these

days don’t experience a company’s marketing in

just one channel. They do so across many channels,

where and when they want to. Agile marketers

tear down the silo walls and democratize the data

across the marketing org and its agencies. This

omnichannel transparency puts everyone on the

same page and facilitates collaboration, creativity

and knowledge-sharing—helping everyone reach

their goals.

Collaborate f reely6

of marketers say Agile made their teams more productive.7[ ]

of execs cite lack of collaboration or ineffective communication as source of workplace failures.6 [ ]86%

87%

Simply stated, agile marketers do more of what’s

working and less of what isn’t. They know success

comes not from one big annual decision, but

thousands of little decisions all year long. With

their data-driven, omnichannel point of view,

they’re always on the lookout to kill stuff that’s

not working and move that spend into

higher-performing efforts.

7

optimize of tenaverage boost in marketing ROI from using Beckon (a marketing intelligence tool) to be more agile.12.7%[ ]

of marketing budgets can be optimized in-flight.868%[ ]

AGILE MARKETERS DO BETTER

Agile marketing can be truly transformative.

A McKinsey study published in the Harvard

Business Review rated the analytics and

agility capabilities of various marketing

organizations on a scale of 1 to 7, and found

that being 3 points higher on the scale meant

1% higher profits for that company. Agility is

good for marketing AND the bottom-line. JUMPSTART YOUR AGILITY

Watch the Agile Marketing Measurement Webcast on demand now.

ENDNOTES

1. 2016 CROWDFUNDER: Data Science Report

2. 2015 ANA & MCKINSEY EXECUTIVE SUMMARY: Marketing Disruption II

3. 2014 ADOBE DIGITAL ROADBLOCK SURVEY: Marketers struggle to reinvent themselves.

4. 2016 MCKINSEY & COMPANY: How nimble resource allocation can double your company’s value

5. 2014 ABERDEEN GROUP: Voice of the Customer: Big Data as a Strategic Advantage

6. 2014 Salesforce, How Soft Skills Are Crucial to Your Business

7. 2014 FORBES, Applying Agile Methodology to Marketing Can Pay Dividends: Survey

8. 2016 FORRESTER, Total Economic Impact Study of Beckon