1 Ch apt er one M ark etin Testing, g in the momenttesting, - 1.1 Ad one, two apt If you want to be able to react in a fl exible manner to the market, you must know what really No wonder that Gartner predicted that, by 2017, the CMO works and what does not. And you must know it all the time, because what was effective will spend more on IT than the CIO does. It did not always yesterday will not necessarily be so today or tomorrow. Agile marketing is therefore big on use to be so. Remember when John Wannamaker said “Half testing and measuring. Not just after the project, like traditional marketers do. During the the money I spend on advertising is wasted; the trouble is I entire marketing engagement as well. don’t know which half”. The good news is that, now more than ever, we have solutions at hand to carefully analyze Continuous monitoring and measuring of how our efforts most of our efforts, and even in (near) real time. All kinds of smart web analytics tools can infl uence consumers allows us to keep learning what is show us how customers came to our website, how long they stayed there and where they actually working and what we should change. The awkward 16 went before leaving or buying. Clever Big Data solutions can even analyze video streams thing is that a lot of (marketing) organizations lack the from in-store camera systems and create mappings of customer foot traffi c throughout the elasticity and innovation mindset to really act upon this stores. Once merged with sales data we are now able to optimize the product placement in information in a timely fashion. This is one of the major our stores. Or we can use social media sentiment analysis to learn how consumers really feel points where an agile methodology can prove to be of about our company, brand or services. value.