As the last article in a six part series exploring agile marketing, the following tackles a central question: how do you measure agile marketing? Whitler: How can you measure agile marketing? Brinker: Since agile marketing is a management framework for how a marketing team operates, it's important to distinguish between measuring agile methods themselves versus measuring the activities enabled through agile marketing. Much like using data to optimize marketing, regular review and evaluation of performance against your agility objectives gives you an opportunity to optimize your ways of working. When complete, this process yields an excellent definition of their agile marketing data requirements.

Source: Forbes February 05, 2017 09:14 UTC