Agile marketers use data to develop insights and make decisions. Consequently, they’re far more nimble, which lets them maximize opportunities in a rapidly changing marketplace; for agile marketers, data is a strategic asset.

In this article—the second in a six-part series on agile marketing—the round table of experts discusses how they do it and includes the three requirements to implement agile marketing: 1) faster decision making, 2) a solid data foundation, and 3) new tools and methodologies. See Part 1 heretbvxwqvqdqrqdrafwyrvtdqcrzqtbbcdf.

The team of experts:
Jennifer ZeszutCEO, Beckon
Jim EwelPresident of Peel the Layers and publisher of the Agile Marketing.Net blog
Mark VeroneVP, Global IFE Operations & Automation, Gogo
Roland SmartVP of Social & Community Marketing, Oracle & Author of The Agile Marketer: Turning Customer Experience Into Your Competitive Advantage
Scott BrinkerCo-founder & CTO of ion interactive; Editor of; Program Chair of MarTech, Author of Hacking Marketing: Agile Practices to Make Marketing Smarter, Faster, and More Innovative
Whitler: Do marketing teams need to change how they think about and use data to support faster, data-driven decision-making?

Brinker: Data in marketing used to be mostly relegated to the content of quarterly and yearly reports. It was a record of the past. In an agile environment, however, data becomes an essential part of navigating the present. We must use it like a pilot uses instrumentation in the cockpit to control a plane in flight.

Data-driven marketing doesn't mean that data has all the answers for us. But it does mean that we treat it as a first-class citizen in our decision-making, to be intentional in our priorities and iterations.

Verone: Data is the new currency of audience measurement, analysis, predictive analytics, personalization/customization and behavioral decisions. If you are not making data-driven decisions or leveraging data-driven marketing techniques, you will fall behind. The amount of data is overwhelming but marketers are natural storytellers and have the innate ability to use the data to tell stories and make more intelligent decisions. ...

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