1.
Agile Marketing –
Finally, Data Driven Marketing
That Makes Sense
Presented By
John Cass, Director of Digital Marketing, McDougall
Interactive
Christina Inge, VP of Marketing, EdTrips

2.
What Is Agile Marketing?

Applies Agile, a principal
originally from engineering,
to marketing to reach these
goals:


Knowing—and proving—
what works

2
Faster results from
marketing efforts
Spend less on marketing
that doesn’t work

3.
How Does It Work?
Launch
Campaign
Close &
Evaluate
Data
Iterate/
Improve/
Discard
3
See Early
Results

4.
Agile vs. Traditional Marketing

4
“Agile Marketing is: focus
on the customer, validated
learning, short, adaptive
iterations and crossfunctional collaboration” –
Jim Ewel,
AgileMarketing.net

5.
Agile Pillars in Practice


Validated Learning: Test
what you do, learn from
each campaign

Adaptive Iterations: Tweak
weekly/monthly to generate
more results. No Crock Pots!

5
Focus On the Customer:
Don’t talk about how hard
you worked, talk about how
you solve customer problems
Cross-Functional
Collaboration: Inside and
outside marketing

6.
Agile vs Traditional Campaign
• Long planning process
• Set in stone for
Set Annual
year/quarter
Set Strategy
Plan
• Expensive
• Can take months
Build Major
• Intensive reviews
Campaigns
Launch
Campaigns
Evaluate
6
• Don’t know if it’s working
until later
• Cannot change
• Done late if at all
• Doesn’t always feed back
into next year’s 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
7

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
8

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.
9

10.
Getting Started: Sprint Process
Chiefmartec.com Scott Brinkler
10

11.
Sprint Insights

Sprint periods vary by each team
from 1 week to 6 weeks

Planning review improves
effectiveness

Reduce tasks to boost credibility
11

12.
Scrum


12
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?
What impediments exist?
• Commitments with peers
• Address minor issues early
• Keeps project on track
13

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
14

15.
Sprint Review & Retrospective
Sprint Review
• The team presents what was accomplished during
the sprint
• A demo or review of metrics
• Whole team participates
• Invite the world
Sprint Retrospective
• 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
15

16.
What If I’m One Person?
Have A
Company
Scrum
Solo
Respect
their
internal
processes
16
Benefits
All
Take
Stock
Every
Day
In a
company
Iterate
and
Evaluate
Agile is
more on
your
end
With
contractors

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
17

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
18

19.
Questions?


339 368 1955

http://pr.typepad.com

@christinainge

19
@johncass
http://MarketingForGrowth.wordpress.com