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Generally, agility means the “ability to move quickly and easily”. To us, it is the backbone of our business.
The agile method has been used predominantly by product and development teams within the tech space, with a great degree of success. It is an iterative process that allows cross-functional teams (or squads) to plan, design and develop a product, by breaking it down into small components and testing cycles (or sprints). This allows the product to improve functionality and adapt to customer needs.
Programmatic
SEO
Analytics
Amazon
Advertising
Paid
Social
Marketing
Tech
PPC
Shopping
Campaigns
Display
Retargeting
Media Planning
We are strong believers that Marketing is also an iterative process and that performance of the different channels is maximised when teams work together as a unit, rather than in siloes.
With this in mind we have developed our 5-step approach to agile marketing. Our teams work together in 2-week sprints, when tests and initiatives are planned and prioritised, set up, measured, analysed and continuously optimised.
Based on results, squad members decide on what action to take next
Test results are presented and analysed against objectives
Regular stand ups to socialise early pointers and flag any issues or help required
Selected tests/initiatives then go on to be set up, launched and moved to current Sprint
Cross-functional squad members present ideas for optimisation and agree on test prioritisation
This framework provides the clarity and insight for teams to understand the impact of each individual channel in the customer acquisition process, leading to a more transparent and objective view.
There have been many studies published on the benefits of the agile framework and its positive impact in multiple areas, from team morale and motivation levels to speed of execution and performance improvements. It
allows us to launch new campaigns, run tests and experiments at scale, learn quickly and use data insights to adapt to market conditions and constantly improve performance.
The benefits of this approach to our clients are also visible on our ability to scale up or down, in terms of team capacity and resources input, without impacting performance or the quality of the output.
This framework provides the clarity and insight for teams to understand the impact of each individual channel in the customer acquisition process, leading to a more transparent and objective view.
There have been many studies published on the benefits of the agile framework and its positive impact in multiple areas, from team morale and motivation levels to speed of execution and performance improvements. It
allows us to launch new campaigns, run tests and experiments at scale, learn quickly and use data insights to adapt to market conditions and constantly improve performance.
The benefits of this approach to our clients are also visible on our ability to scale up or down, in terms of team capacity and resources input, without impacting performance or the quality of the output.
Copyright Adgiliti Digital Services Ltd. 2021
