MARKETING ANALYTICS

Agile marketing requires agile data measurement

martechtoday | March 30, 2021

“You have to be agile today,” said Matthew Murray, COO & CMO of direct-to-consumer women’s wellness brand Love Wellness. Certainly this didn’t shock any attendees of MarTech’s virtual conference this March. As we’ve covered extensively at MarTech Today, agile marketing is a route many business are taking, and it works best when keeping the customer as the focus.

For Murray, nimble data measurement and analytics strategies are also essential to keeping the agile marketers ready for anything.

Keeping agile during rapid growth
Love Wellness has seen 100x growth since Murray joined the team in 2018. At that time, the company, founded in 2016 by ex-reality star Lauren “Lo” Bosworth, was just beginning its journey. First, they were a D2C ecommerce play that sold out of their digital storefront. Then, they added Amazon as a channel. In 2019 they branched out to retail, getting stocked at Ulta Beauty locations. The newest leap was to Target at the end of last year.

According to Murray, his agile marketing team has grown with the company, around ten employees now. He maintains connections with other parts of the organization by serving as both CMO and COO.

Spotlight

Asia’s rapidly expanding senior markets present a broad range of potential opportunities and challenges. Death benefits are no longer the main need; today’s necessities are protecting retirement income and assets to ensure that both living costs and the widening scope of health care costs and needs (especially nursing care) are covered.

Spotlight

Asia’s rapidly expanding senior markets present a broad range of potential opportunities and challenges. Death benefits are no longer the main need; today’s necessities are protecting retirement income and assets to ensure that both living costs and the widening scope of health care costs and needs (especially nursing care) are covered.

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