Gartner Research

How to Lead an Agile Approach for Marketing Analytics

Published: 27 October 2017

ID: G00321509

Analyst(s): Christi Eubanks


With customer insights driving strategic decisions, the CMO's top priority is data and analytics. Marketing leaders are applying agile practices to their analytics teams to drive rapid decision making — but with mixed results. Use this guidance to build a nimble marketing analytics team.

Table Of Contents
  • Key Challenges



  • Step 1. Design Flexible, Adaptable Teams Built for Speed
    • A Multidisciplinary Composition
    • An Ability to Organize and Lead Itself
    • An Ability to Adapt and Iterate
  • Step 2. Foster Collaboration With Four Agile Principles
    • Team Organization: Centralized, Decentralized and Center of Excellence
    • Professional Development Practices: Individual and Team Training
    • Communities of Practice
    • Metrics That Align to Shared Business Goals
  • Step 3. Nurture Traits and Skills Aligned to Agile Success
  • Step 4. Establish Tools and Processes for Agile Governance
    • Agile Dashboard Characteristics
    • Agile Data Science Laboratory Characteristics
  • Step 5. Evangelize the Benefits of an Agile Approach

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