The document outlines a lean marketing approach contrasted with traditional marketing, emphasizing the importance of defining business objectives, segmentation, and metrics. It suggests setting up experiments to measure engagement and track analytics to optimize marketing effectiveness. The focus is on minimizing the lag between investment and returns through data-driven strategies.

1. 1Lean marketing@UrbanTurbanGuy

2. Traditional Marketing Campaign2Business ObjectiveCAMPAIGNPLANMEASUREtime

3. Lean Marketing Campaign3Business ObjectiveIDEAsegmentationtargetingpositioningtechnographicspsychographicsdefine metrics set up experimentsselectionnew metricsbehavior paradigmsPLANLEARNDATAENGAGEMEASUREanalyticsclick throughredemptionawareness

4. Lean Marketing Campaign4Business ObjectiveIDEAPLANLEARNDATAENGAGEMEASURE

5. Lag Between Investment and Return 5InvestmentReturnTraditionaltimeLeantime

6. 6Questions?