Matt Kelly — Growth Strategy Partner, Mavlers
Published:
The risk is that people are building all of this and getting very excited about what’s possible on top of really bad foundational data processes. They don’t really manage their data well. They don’t know what data they have. They don’t govern it well.
What does Matt Kelly say on The Agile Brand with Greg Kihlström?
Matt Kelly, Growth Strategy Partner, Mavlers, says: Matt Kelly of Mavlers discusses pragmatic lifecycle marketing in the age of AI, arguing that real business impact requires solving foundational data and governance issues before layering in advanced models. He urges marketers to shift from campaign KPIs to financial language, to rethink agency partnerships as capability builders, and to use AI to amplify ambition rather than just automate tasks. The conversation emphasizes measurement, cross‑functional alignment, and continuous learning.
From: The Agile Brand with Greg Kihlström
Cite as: Matt Kelly. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/matt-kelly-the-risk-is-that-people-are-building-all-of-this-and-getting