FREEDOM WITHIN A FRAMEWORK

How Campbell Soup Company democratized marketing data to support agile decision-making

To be agile, marketing teams need to put data-driven decision-making power in the hands of more people. But how do you get from here to there?

At MarTech 2017, Beckon Founder and Chief Customer Officer Jennifer Zeszut sat down with Campbell Soup Company Director of Global Media Marci Raible to talk about the challenges Campbell’s overcame to democratize data, analytics and reporting and enable better, faster decisions—in short, to give its marketers freedom within a framework.

In this video of the session, you’ll learn ...

  • How to make a case for change.
  • The data’s wired up … now what? Tips for rollout.
  • The essential question: what to centralize and decentralize.

… and much more. Watch the video for full details!