agile marketing-finally, data-driven marketing that works
Post on 14-Sep-2014
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Presentation given at TechDay Camp 2013 on Agile marketing. Agile helps improve marketing ROI by quickly iterating what works and maximizing the value of marketing spend. This overview of how to get started with Agile marketing looks at the history of Agile, how it brings results faster than traditional methods, and best practices for getting an organization moving in the Agile direction. Presentation by Christina Inge, and John Cass, founder of Agile Marketing MeetupTRANSCRIPT
Agile Marketing – Finally, Data Driven Marketing That Makes Sense
Presented By
John Cass, Director of Digital Marketing, McDougall InteractiveChristina Inge, VP of Marketing, EdTrips
2
What Is Agile Marketing?
Applies Agile, a principal originally from engineering, to marketing to reach these goals:
Faster results from marketing efforts
Knowing—and proving—what works
Spend less on marketing that doesn’t work
3
How Does It Work?
Data
LaunchCampaig
n
See Early
Results
Iterate/Improve/Discard
Close & Evaluate
4
Agile vs. Traditional Marketing
“Agile Marketing is: focus on the customer, validated learning, short, adaptive iterations and cross-functional collaboration” – Jim Ewel, AgileMarketing.net
5
Agile Pillars in Practice
Focus On the Customer: Don’t talk about how hard you worked, talk about how you solve customer problems
Validated Learning: Test what you do, learn from each campaign
Adaptive Iterations: Tweak weekly/monthly to generate more results. No Crock Pots!
Cross-Functional Collaboration: Inside and outside marketing
6
Agile vs Traditional Campaign
Set Annual Plan
• Long planning process• Set in stone for
year/quarter
Build
Major Campaign
s
• Expensive• Can take months• Intensive reviews
Launch Campaign
s
• Don’t know if it’s working until later
• Cannot change
Evaluate
• Done late if at all• Doesn’t always feed
back into next year’s strategy
Set Strategy
Create/Source
Resources
Run Campaigns
Test & Iterate
7
Small, Big & Agencies
Start-Ups: Lots of small teams working in parallel
Large Companies: EMC great example, to improve process within the marketing organization
Agencies: Disincentive to work this way, but improves the communications process
8
Agile Development Manifesto
Individuals and interactions over processes and tools
Working software over comprehensive documentation
Customer collaboration over contract negotiation
Responding to change over following a plan
9
A Few Principles
Our highest priority is to satisfy the customer through early and continuous delivery of valuable software.
Welcome changing requirements, even late in development. Agile processes harness change for the customer's competitive advantage.
Deliver working software frequently, from a couple of weeks to a couple of months, with a preference for the shorter timescale.
10
Getting Started: Sprint Process
Chiefmartec.com Scott Brinkler
11
Sprint Insights
Sprint periods vary by each team from 1 week to 6 weeks
Planning review improves effectiveness
Reduce tasks to boost credibility
12
Scrum
What makes up a scrum? Daily 15-minutes Stand-up to enforce
bounds What’s the purpose of a
scrum? Usually, only team
members, ScrumMaster, product owner, can talk
13
Scrum: 3 Questions To Answer
What did you do yesterday?
What will you do today?
• Commitments with peers• Address minor issues early• Keeps project on track
What impediments exist?
14
The Importance of Data
Data is everything in an Agile marketing
Measure success of last iteration
Not Yes or No--data shows what worked, why, and how
Feed data into the next iteration
Test hypothesis—data is nothing without structure
Look at specific metrics and look at everything: target audience, creative, execution, strategy
15
Sprint Review & Retrospective
• The team presents what was accomplished during the sprint
• A demo or review of metrics• Whole team participates• Invite the world
Sprint Review
• After every sprint, take a look at what is and is not working
• Typically 30–45 minutes• Internal meeting to the team, scrum master
and sometimes product owner
Sprint Retrospective
16
What If I’m One Person?
Benefits All
In a company
Have A Company Scrum
Take Stock Every Day
SoloIterate
and Evaluate
Agile is more
on your end
With contractors
Respect their
internal processe
s
17
HubSpot
Picked up from the development team after they improved their processes
More visibility with management & company
Helped to build the new team Added Science Fairs to 9 teams Growth has created some
18
EdTrips
One-person marketing team, but rest of team very committed to evangelizing a product that helps teachers (“social organization”)
Weekly iterations, daily projects
Focused on metrics, make decisions quickly on what is driving results
Test and measure daily
Doubling user base every other week—look at what campaigns drove the most
Once something works, keep perfecting it—always seeking strategic and technical improvements
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Questions? @johncass
339 368 1955
http://pr.typepad.com
@christinainge
http://MarketingForGrowth.wordpress.com