Agile Marketing Is The Perfect Management Framework For Big Testing
I've written about agile marketing several times in this column over the years. First, Agile Marketing For Conversion Optimization in 2010, and then, Have You Adopted Agile Marketing Yet? in 2012. Now it's 2013, and I'm back with this year's edition of …
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VP of Marketing Serge Gojkovich Departs Grindr / Blendr, Launches the ZaPamti …
LOS ANGELES, March 27, 2013 /PRNewswire/ — Serge Gojkovich, former vice president of marketing at Grindr and Blendr, today announced his company departure and unveils the launch of his new agency, ZaPamti (pronounced “za-pom-tee”), providing a …
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Pre-Marketing: Fed shift on easy money? – The Term Sheet …
Antoine Gara: The case for Icahn's Dell bid * Fed banker: Time to tie easy money to markets * Vibhu Norby: Yahoo's Summly deal makes no sense * Seriously: …
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Popular Questions
Why is agile marketing an effective management framework for big testing?
Agile marketing organizes large testing programs into short, measurable cycles instead of treating experimentation as one long campaign. Teams can test a focused hypothesis, review performance data, and decide whether to scale, revise, or stop the idea. This approach limits wasted resources while allowing several marketing variables to be evaluated systematically.
How can agile marketing teams manage large-scale marketing tests?
Start by defining the business goal, the test hypothesis, the success metric, and the audience before work begins. Break the program into small experiments with named owners, clear deadlines, and a shared reporting process. Review results during regular sprint meetings so the team can adjust creative, targeting, budget, or channels without waiting for the entire initiative to end.
What makes agile marketing better than traditional planning for big testing?
Traditional plans often lock in assumptions before enough market evidence is available, making poor results expensive to correct. An agile marketing framework treats those assumptions as testable ideas and uses evidence to guide the next decision. Marketers gain faster feedback, improve campaigns incrementally, and can redirect spending toward approaches that demonstrate stronger results.
Which practices make agile marketing successful when running big tests?
Use a prioritized experiment backlog to rank tests by expected impact, learning value, cost, and effort. Keep each test narrow enough to produce interpretable results, while coordinating related experiments to avoid overlapping audiences or conflicting messages. Document the outcome of every test and convert useful findings into the next sprint’s actions.