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© Websand 2014 | @websand
The 4C’s of Lean Marketing
DDMA 16 May 2014
© Websand 2014 | @websand
• Hello
• Lean Marketing
• Lisa Simpson
• Data Driven Marketing
• The 4C’s
© Websand 2014 | @websand
Hello, I’m Saul.
Think lean
Look not so lean
© Websand 2014 | @websand
© Websand 2014 | @websand
© Websand 2014 | @websand
© Websand 2014 | @websand
© Websand 2014 | @websand
© Websand 2014 | @websand
© Websand 2014 | @websand
© Websand 2014 | @websand
© Websand 2014 | @websand
© Websand 2014 | @websand
© Websand 2014 | @websand
© Websand 2014 | @websand
Lean Marketing
© Websand 2014
© Websand 2014 | @websand
The communication framework used
by businesses to achieve their
objectives.
© Websand 2014 | @websand
© Websand 2014 | @websand
Skeleton
Business
Structure
Anatomy
Business Processes
(How you do things)
Personality
How you
Communicate
DATA
Structure defines
the processes
Processes feed
the personality
© Websand 2014 | @websand
• Set your objective / milestone
• Create your hypothesis
– Time
– Success level
• Get out of the building
• Review
© Websand 2014 | @websand
Did Lisa Simpson invent
the Lean Start Up?
© Websand 2014
© Websand 2014 | @websand
Did Lisa Simpson invent
the Lean Start Up?
© Websand 2014
© Websand 2014 | @websand
The 4C’s
© Websand 2014
© Websand 2014 | @websand
© Websand 2014 | @websand
© Websand 2014 | @websand
© Websand 2014 | @websand
It’s not that is important
it’s the
© Websand 2014 | @websand
© Websand 2014 | @websand
© Websand 2014 | @websand
’
• 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.
© Websand 2014 | @websand
© Websand 2014 | @websand
Thank you