DMA: Data and Marketing Association
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Agile Measurement for Agile Marketing


Content creation is becoming more agile. Customer communications are becoming more agile. Marketing execution is becoming more agile. It's time for marketing measurement to become more agile, too. Manually assembled year-end review decks and annual mix models don’t cut it any more. We need measurement methodologies that keep pace with the modern marketing organization—and once we have them, (spoiler alert!) a big boost in marketing ROI awaits.

Join Beckon VP of Marketing Analytics Strategy David Schmitt for an in-depth look at agile marketing measurement and how it fuels the agile marketing engine. Get case studies, best practices, pitfalls, and what to watch for as measurement speeds up. Plus, we’ll share Forrester research that finally quantifies the incremental return on marketing investment teams can expect when they commit to agile marketing measurement and rapid optimization.

Join us for Agile Marketing Measurement and learn:

  • How to model out the ROI of agility at your organization.
  • 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 faster decision-making.
  • How the role of the centralized marketing analytics function needs to change to support decision-making in a more distributed way.



David Schmitt

Vice President, Marketing Analytics Strategy
Beckon, Inc.

As Vice President, Marketing Analytics Strategy, David Schmitt leverages his 20+ years experience in marketing and analytics to help Beckon’s customers ensure they have the right measurement strategy in place, and an adoption plan built to engage the unique culture of their organization. Prior to Beckon, David was at Intercontinental Hotels Group (IHG), where as director of digital marketing operations and analytics, where he led a team responsible for the measurement and operation of the company's global Performance Marketing program. This program supports aggressive revenue goals via the company's website and telephone reservation centers to over 5,000 hotels across 11 brands in nearly 100 countries. Before IHG, David worked in marketing roles at several startups, as well as at Apple Computer. He has an MBA in Marketing, Strategy, and Decision Sciences from the Kellogg Graduate School of Management at Northwestern University, and a BEE from Georgia Tech.

Sponsored by:

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What You'll Learn

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