The document discusses the concept of lean marketing and introduces the 4C's framework. The 4C's framework includes focusing on the customer by developing hypotheses about their wants, using the right code or methods to engage customers, calibrating the appropriate tools, and maintaining consistency by repeating what works and starting over when things fail. The framework is presented as a communication approach for businesses to achieve their objectives in a lean manner.

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The 4C’s of Lean Marketing
DDMA 16 May 2014

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• Hello
• Lean Marketing
• Lisa Simpson
• Data Driven Marketing
• The 4C’s

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Hello, I’m Saul.
Think lean
Look not so lean

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Lean Marketing
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The communication framework used
by businesses to achieve their
objectives.

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Skeleton
Business
Structure
Anatomy
Business Processes
(How you do things)
Personality
How you
Communicate
DATA
Structure defines
the processes
Processes feed
the personality

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• Set your objective / milestone
• Create your hypothesis
– Time
– Success level
• Get out of the building
• Review

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Did Lisa Simpson invent
the Lean Start Up?
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Did Lisa Simpson invent
the Lean Start Up?
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The 4C’s
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It’s not that is important
it’s the

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’
• CUSTOMER
– The hypothesis: who you after? what do they
want?
• CODE
– How are you going to engage
• CALIBRATION
– Of the tools at your disposal
• CONSISTENCY
– Repeat what works until it fails
– If it fails start again.

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Thank you