Demystifying agile marketing



Everyone wants to be “agile” these days. Agile, in the marketing context, means using data and analytics to continuously source promising opportunities or solutions to problems in real time, deploying tests quickly, evaluating the results, and rapidly iterating. At scale, a high-functioning agile marketing organization can run hundreds of campaigns simultaneously and multiple new ideas every week. Here’s how successful companies put together the teams and the capabilities to actually make it happen at scale. For more, read “Agile marketing: A step-by-step guide” (http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/agile-marketing-a-step-by-step-guide)

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