Agile Marketing- Iterate and Pivot

Our work spans the worlds of marketing and technology. We notice a lot of differences between the ways the two worlds operate, but also some similarities. The Agile model of technology development involves creating a prototype and constantly refining that initial model based on feedback. This approach has clear parallels in the marketing world.

Take for example an email campaign we have just run to the automotive sector. We started with an acquired data list that proved to be very low quality: the bounce rate on the first email blast was over 55%. So we iterated: we refined the data and tried again. This time the bounce rate fell to under 25% and many more people read the email and clicked through. We refined the messaging and tried again: the results improved further.

But, comparing the results from that campaign with the results from our less structured efforts through our own networks we found the return on investment to be comparatively low. So we pivoted, focusing all of our effort on adding structure and resource to the ‘friends and family’ campaign rather than the more traditional direct marketing.

We were able to do this because of data, and because we were able to interpret this data. Collecting and analysing data to analyse marketing is not always so simple. Take your website for example: how much do you really know about what works and what doesn’t? Do you know who it appeals to and who it turns off? Even if you have the raw data that could tell you, do you have the time to do the analysis and make the changes the data suggests?

It is these questions that we’re trying to answer with CANDDi. Data collection is relatively straightforward with online media: what is challenging is turning that data into information that can easily be understood and used. We’re still building the modules of CANDDi that automate these functions but we have developed enough knowledge over the last two years in CANDDi and our many years in our respective fields in order to do that analysis on the data we collect.

So today we’re offering the chance for you to get CANDDi Prospect Analytics on your site and for us to do the analysis on your behalf. For just 500+VAT we will conduct six weeks of in-depth research and analysis of your site traffic, your campaigns, and your visitors and tell you precisely what works and what doesn’t; where you should spend more and where you are wasting money; how your site succeeds and how it fails.

If you want to iterate your marketing to make it more efficient and more effective then get in touch.