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Lean marketing process


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The process is the same on each level: planning, execution, measurement, analysis and then planning based on the analysis.

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Lean marketing process

  1. 1. Lean marketing process See the next slides for information on the different stages of the process. 4. ANALYSIS 3. MEASUREMENT 1. PLANNING 2. EXECUTION
  2. 2. 1. Planning (and development) Good planning involves understanding the customer as well as finding the suspected right channels and messages to start testing with. In later rounds, the focus is more on looking at the analysis of the results and adjusting the ongoing plan based on the findings. The planning part also consists of defining things for future parts such as: ● What do we want to learn through analysis? (stage 4) ● What do we need to measure to learn that? (stage 3) ● How is the execution performed? (stage 2) 1. PLANNING
  3. 3. 2. Execution You can plan all you want but at some point, you have to start executing on your plan. Perfection is the enemy of done. The execution part is not just set it and forget it. Let’s say that you have a tactic that you’re testing. Then this is when the campaigns are on and you’re making micro adjustments on the marketing asset level. 2. EXECUTION
  4. 4. 3. Measurement Measurement tells you how you did in numbers. In the planning phase, you should have set 1 to 5 KPI’s (key performance indicators) that inform you how you’re doing. No more is often needed. Adding too many metrics brings complexity. The KPI’s need to stay the same month to month for you to be able to follow development. 3. MEASUREMENT
  5. 5. 4. Analysis You look at the KPI’s and determine what happened, why, and what we can learn from it. The analysis is often simply asking the right questions and trying to find the answers from the data. Usually, you’ll find things that don’t work and can be cut out as well as those that should have more resources directed to them. The analysis needs to bring learnings for the future development of not only marketing but the whole business. With this information, you’re going into the planning phase again. 4. ANALYSIS