Small Projects for Big Wins: A Practical Way to Ship Marketing Analytics
Lily Herron of ADT shared a step-by-step method for breaking big data ambitions into smaller components that improve adoption, support pivots, and align analytics to marketing operations
During the 2026 ANA Masters of Data Conference, Lily Herron, marketing analytics manager on the performance analytics team at ADT, argued that analytics teams can create faster business value by planning and delivering small, modular data projects instead of waiting to complete large initiatives. She outlined why small projects reduce operational friction, how component-based planning makes pivots survivable, and a four-step framework to connect technical work (such as MTA and MMM) to real marketing operations goals.
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