Marketing, as a function and practice, has become more agile. Content creation is becoming more agile. Customer communications are becoming more agile. Marketing execution is becoming more agile. Yet according to a recent CMO Council study, marketers are struggling to tie marketing activities to business impact as some 30 percent of senior marketers admit that they are struggling or failing to effectively measure customer experience and marketing performance across the multitude of silos and platforms currently in use.
It’s time for marketing measurement to catch up to the agile marketing engine. Measurement methodologies must keep pace with the modern, data-driven, real-time marketing organization. Join the CMO Council for an exclusive executive roundtable focused on tackling marketing measurement challenges as a whole, but also how agile marketing measurement fuels the agile marketing engine. Jennifer Zeszut, CEO and CMO of Beckon, will share her expert perspective, best practices and real success stories from brands who have increased their return on marketing spend by speeding up the measurement cycle.
Some key discussions around the table will include:
- The real-world limitations that marketing teams face as they start to speed up
- How data access and analysis methodologies need to change in a world of more rapid decision-making.
- How the role of the centralized marketing analytics function needs to change to support decision-making in a more distributed way
- How to model out the ROI of agility at your organization and get buy-in across the organization
This dinner series will be held on the following dates and following locations:
April 27 - New York City
May 25 - Los Angeles