Small Projects for Big Wins: A Practical Way to Ship Marketing Analytics

Sun, 10 May 2026 00:00:00 -0400
Event Recaps

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.